Article | March 23, 2020
Are you using social media platforms to build your brand? If yes then have you analyzed which one works effectively and meets your goals?
You hardly get time to use every social media outlet out there for your business. No one would like to waste time on a platform that does not give returns over a period of time. It's better to research and narrow down the list to a few social media platforms that give better and quality results for your business.
Here we discuss which social media channels could be useful for your business.
Marketing agencies and other businesses realize the importance of using social media for respective businesses. If not, then the data given below can help you believe the fact that it is a crucial time to build a social media strategy to boom your business.
Article | March 23, 2020
AI is everywhere. In ecommerce and digital marketing in particular, it’s likely you’re using AI to support your activities, whether you’re aware of it or not.
In most cases, AI supported practices are a great benefit to the business. They enable improved efficiency, a reduced administrative burden and help create more effective campaigns and services.
But Nate Burke, CEO of Diginius, a UK provider of proprietary software for digital marketing and ecommerce solutions, believes businesses could be getting more out of their use of AI. In this piece, he explains how businesses can use intelligent proliferation to their advantage and really stand out from the crowd.
Today, just about every business that has some online activity benefits from AI. Whether that’s how they appear in search engines or their social media reach, for example, AI is practically everywhere.
Generally, it works in the background and requires little input from the business, while offering some valuable internal benefits, including greater efficiency, fewer administrative tasks and more successful campaigns and services.
But with it increasingly being integrated into just about every digital tool, it’s no longer the case that AI can be used as a differentiator or a way to stand out from the competition. However, that’s not to say it can’t be.
In order to really reap the rewards of AI and place your business leaps and bounds ahead of the crowd, it’s time to start taking a more proactive approach.
Now, this might sound counterintuitive. After all, AI is supposed to relieve some of the effort and input required from you. And while that isn’t entirely wrong, no matter how much technology advances, we are all still human. And humans require some element of emotional connection with brands in order for them to create successful engagement and interactions.
Ultimately, businesses need to find the perfect balance between artificial and emotional intelligence. Activities and decisions should be supported by both technology to make life easier, and human judgement, in order for output to be received well by customers.
And this has never been more important than in the current market.
The multichannel model
Online business is thriving. The number of digitally transformed companies, online sales, ecommerce channels and engagement platforms are increasing. And businesses and consumers are adapting.
The pandemic has encouraged more to embrace the shift. But as physical retail and face to face business opens back up, the multichannel model will no doubt become the new normal. However, as well as increasing workloads for management, challenges will also exist in creating cohesive and high-quality customer experiences.
But AI integration does offer a remedy. For instance, commerce solutions provide retailers with a single, centralised platform on which they can combine activity across all sales and logistics channels, both digital and offline.
Data from all areas of the business, including supply chain, sales channels and end user experience is then available in one place. This rich data is often much more valuable due to its quality and quantity, and by leveraging AI’s ability to analyse such data, you can turn it into invaluable business insight. When translated into digestible reports, such as trends and benchmarks, you can really optimise both the business’s potential and your customers’ experiences.
This takes a lot of the guess work out of the equation, ensuring the output is just as high quality as the input, and providing an informed basis in order to justify decisions.
But, your business is yours for a reason. It’s likely you have knowledge, expertise and experience in your industry, things that AI can’t, and shouldn’t, replace. Put simply, if you don’t maintain your core data, such as product attributes and tracking information, in a timely and accurate manner, then you can’t expect AI to make sense of your mess.
Artificial vs emotional intelligence
Although data driven trends and patterns are important when making business decisions, consumers cannot be simplified to a mere statistic. Rather, their emotions and intrinsic behaviours are better understood by humans.
Therefore, business owners and employees play a vital role in interpreting such data and trends, applying their sense and experiences to really comprehend what their customers want and why. And then using this to make better business decisions.
It comes down to striking a balance between the benefits offered by AI and our own emotional judgements. This way, we can create more personal and positive brand experiences that encourage engagement.
For instance, over recent months this might have involved digital marketing campaigns that are sensitive to the current global situation, yet delivered at a time and place the data has shown you your customers will receive it.
Or, perhaps a chatbot service that utilises AI to collect basic information from a user, then passes them onto a real customer service representative who can help resolve the issue in a more friendly and sensitive manner. While the business benefits from greater efficiency, wasting fewer human resources in the initial stages of the interaction, the customer still gets the personable service they so often need and prefer.
But AI is advancing at an incredible rate. It might not be long before the technology begins to understand more complex human behaviours through verbal or written cues for example, and it will be time to readjust our practices again. However, until then, human judgement remains pivotal, even in an increasingly digital world.
Article | March 23, 2020
How effective is your content? We all seek to develop a content strategy that delivers value to our audience. When we succeed, we turn strangers into customers and become a leader in the market by building authority and credibility. This journey of discovering the effectiveness of content is known as content intelligence. This is a term you’re likely to see more and more as artificial intelligence plays a larger role in the marketing efforts of businesses of all sizes. The opportunity to glean insights from content data is just another example of how AI delivers value to our marketing strategy.
Article | March 23, 2020
We’re now living in a world dominated by technology and digitisation. Whatever the business or industry may be, technology is sure to be at the heart of it, and if it isn’t already, it will be very soon.
Thanks to the effects of the coronavirus pandemic, the entire world has been thrust into upping the ante when it comes to living much more digitally and often, virtually.
Not only are our usual get togethers being replaced by Zoom and FaceTime calls, but we are finding ourselves surrounded by technology in all aspects of life, and this will only continue.
Social media influencers kept the entire nation entertained throughout each and every lockdown, but now we’re seeing an influx in the number of virtual influencers filling our social media feeds, too.
Amelia Neate, Senior Manager at Influencer Matchmaker explains the role of AI within the influencer marketing industry and what we can expect from it, both now and in the future.
The rise of artificial intelligence
With the influencer marketing industry set to grow by 15% on a global scale, it is important for brands, agencies and influencers alike to adapt to the current times in order to see progression and boost sales.
Artificial intelligence (AI) isn’t something we would necessarily associate with influencer marketing, but it is fast becoming a crucial aspect of many industries and businesses. And with that in mind, it is something we must utilise and understand, rather than shy away from.
Thanks to the effects of 2020, we have been forced to completely digitise our businesses quicker than we could have thought possible – but we did it, as did everybody else.
And with an influx of technologies becoming available to us, we’re able to develop our businesses and industries even further.
Although an unlikely partnership, AI-powered tools and influencer marketing could become quite the powerhouse, changing the landscape entirely.
AI and influencer marketing agencies
The relationship between artificial intelligence and influencer marketing has the potential to be quite literally, ground-breaking.
If used correctly, AI can be used to streamline the jobs of marketers and agencies, allowing them to focus on the human elements within influencer marketing.
Artificial intelligence can home in on problem-solving, data analysis and research, leaving the influencer marketing strategies to us, the experts.
AI-powered platforms can help agencies and brands identify fake followers, inauthentic engagement and unreliable social media influencers.
As well as this, AI is able to process and detect relevant and valuable content, and with the help of machine learning (MI) and natural language processing (NLP), can revolutionise the way brands and agencies conduct the way in which they work.
With the ability to generate likes, industries, demographics and interests of the influencer’s following, AI is not only beneficial for brands seeking to create collaborative campaigns, but also for influencers who are looking to understand their audience that little bit more.
By developing a better understanding of their audience and social media followers, influencers are able to ensure the content they put out is relevant and useful. This in turn, helps brands decide who they should work with.
Measuring success with AI
Not only can AI, MI and NLP help with the start of an influencer marketing campaign, but they also have the ability to collect data, analyse results and measure the levels of success.
Monitoring the results and performance of an influencer marketing campaign can be quite the task, and by using AI-powered tools, we are able to measure its success and more importantly, the return on investment (ROI).
Analysing a creator’s content and metrics, artificial intelligence is also able to examine the likes, comments, engagements rates and even conversion rates of a post, in whatever format.
AI has the power to predict ROI through performance benchmarking and forecasts, providing both influencers and brands with an estimated result based on their desired objectives.
A vision for the future
As we continue to see a rise in the use of artificial intelligence within the influencer marketing industry, we can also expect to see an influx in the number of virtual influencers filling our social media feeds.
Yes, you read that right – virtual influencers are becoming a force to be reckoned with, competing against the likes of real-life influencers.
Despite the fact that they don’t really exist, these influencers have most definitely made their mark on the industry, some of which have even worked with global brands such as Nike and Fenty Beauty.
This new wave of CGI influencer is fictional and generated by computers, however they have very realistic characteristics as well as the personalities of humans, and what’s more, brands are lining up to work with them.
It isn’t just virtual influencers that are becoming much more prominent as we enter a new decade of influencer marketing, though. Virtual assistants are now a part of the influencer marketing industry, too.
Whilst we may not typically associate Amazon’s Alexa or it's Google competitor with influencer marketing, they are in fact, influencers in a whole new form.
Now, consumers use their virtual assistants to ask for advice, or for product recommendations and for those that have one at home, they become a live-in influencer.
Supporting brands and businesses within the retail industry in particular, just how much more will we see of virtual assistants as influencers? Only time will tell, and we can’t wait to find out.
Whilst it may seem like AI can take over the roles of us as humans, it simply cannot replace the work we do, but rather, enhance it.
If influencer marketing agencies utilise the tools available to us in the form of artificial intelligence, it allows us to streamline our processes, work closely with other people and focus on what we do best - building long-lasting relationships and partnerships whilst creating innovative and impactful campaigns.