How artificial intelligence is transforming the future of digital marketing

From smart search options and personalised messaging to being used in campaigns and marketing, AI and machine learning are increasingly being used in digital marketing.

AI in digital marketing


Digital marketing relies on leveraging insights from the copious amounts of data that gets created every time a customer interacts with a digital asset. Algorithms optimise various factors and data points that influence digital marketing success. In 2020, we anticipate a significant uptick in the mainstreaming of AI and machine learning use cases in digital marketing across several areas.

Search will get very smart

In the past year, online search has had several AI and machine learning developments. Google is leading the pack with exciting applications in information retrieval. For example, Google’s BERT technology can process a word in the context of all the other terms in a sentence, rather than one-by-one in order. BERT also enables anyone to train their own state-of-the-art question answering system. Customisation of search results and the results page based on learnings from past interactions and preferences of a user is another application of machine learning used in search.

AI-driven personalisation of messaging

Several adtech companies have been focussing on using AI and machine learning to find the right audience to write better ads than humans, and to increase conversion rates and engagement with the target audience. There are also several AI-led developments in the area of creating dynamic ads and landing pages to personalise marketing messages on the fly. AI has an application in content creation in terms of determining the logic of personalisation as also curating content specific to an individual, using techniques such as natural language generation (NLG).

Use of machine learning in campaign operations

Platforms such as Google and Facebook have been at the forefront of AI/ML applications in marketing. Starting from smart bidding and smart campaigns to auto-generated ads, Google is making it easy for advertisers. Smart bidding options such as TROAS, TCPA, and others use advanced machine learning algorithms to train on data at a vast scale to make accurate predictions about how different bid amounts might impact conversion or conversion value and assist advertisers in optimising without getting into too many details. Google factors in a wide range of contextual signals (through search data) to predict user behaviour and to influence auction time bidding as per the goal set by advertisers. Facebook has also incorporated machine learning across campaign planning and execution, as also in ad placements and ad delivery. Similarly, on the organic search side, machine learning-based product ALPS reverse engineers Google’s ranking algorithm, and is able to accurately quantify ranking drivers, provide precise recommendations for changes, and predicts the impact of SEO actions before they are implemented. Similar technology to drive improved ad copy testing in digital marketing exists. These help in evaluating ad copies and landing pages on various parameters like relevancy, use of action promoters/inhibitors, urgency inducers, page layout, load times, etc., to gauge the impact on ad relevance, expected CTR, and landing page experience.

Future trends

AI will also have additional application in digital marketing with the uptick in the adoption of technologies such as VR and AR, as commercial use cases of these technologies find wider adoption in retail and other sectors. Many retailers are also testing AI and VR/AR technologies together to make the user experience personalised to an individual. Other areas of impact include voice search. We will increasingly see ads about things which we just said or talked about, but haven’t searched for yet. Similarly, image search is also being used by many brands for their consumers to match patterns and identify products using image search.

Source: https://yourstory.com/2020/05/artificial-intelligence-transforming-future-digital-marketing

10 Skills Every Marketer Needs to Have


To promote your business effectively, you need the right marketing skills. In this guide, we’ll cover ten marketing skills that you can’t afford to ignore if you want your online business to succeed.

And the internet’s where a lot of that happens, but the internet has become so noisy that you need outstanding digital marketing skills to succeed. About  6 million posts are published online daily . That’s the kind of noise you need to cut through if you want to be found online. Even with the best product in your industry, your customers will never discover it without the right marketing strategies in place. In this guide, we’re going to share several marketing skills and knowledge you need to grow your online business.

The ten most essential marketing skills you need to be successful today:

  1. Search engine optimization (SEO)
  2. Conversion rate optimization (CRO)
  3. Video marketing
  4.  Social media marketing 
  5. Paid marketing
  6. Copywriting
  7. Data analysis
  8.  Content marketing 
  9.  Email marketing 
  10. Research

Các hình thức phổ biến của Search Engine Optimization hiện nay

1. Search Engine Optimization

SEO is the process of ranking website pages organically on the search engine results pages (SERPs). If you’re in the first three results of the SERPs, expect loads of traffic. According to  Backlinko, the #1 result gets an average clickthrough rate (CTR) of 31.7%. Rank for relevant keywords, and you’ll be flooded with people eager to buy your products. How to put SEO into action: Keyword optimize your pages: After figuring out what keywords you’ll pursue, optimize your pages for them. This is easy to pull off with tools like  Yoast SEO. The plugin shows suggestions on where to add your keywords and how to further optimize your pages. This is Yoast SEO’s analysis results. Build backlinks: Backlinks play a major role in ranking your pages. Connect with authoritative websites relevant to your niche and contribute an article containing a link to your website. The more backlinks you create, the faster your site will climb the SERPs. To uncover sites to link to, enter your competitors’ websites on SEO tools like Ubersuggest. Click the Backlink feature under the SEO Analyzer category.

What is Conversion Rate Optimization?

2. Conversion rate optimization

Conversion rate optimization (CRO) is the process of adjusting your web page elements to increase the likelihood of obtaining the desired actions (conversions) from your audience. It’s a continuous process that requires entrepreneurs and marketers to track their results and review their  marketing analytics  consistently. In that way, you can optimize and fine tune your website to compel your visitors to take action on your offers. How to put CRO into action: Apply one type of call-to-action (CTA) on your landing pages: Your CTAs are the instructions you give your readers on your pages. You could be asking them to sign up, buy, download, etc. Adding more than one type of CTA can confuse your audience, leading them to click away from your website. Conduct split tests: Whether you’re using the  best blogging platform  or a  free landing page , run split tests to optimize your pages for conversion. Split testing creates two versions of your pages, or web page elements, to see which one performs better. You continue the process routinely, always going with the winner.

Đón đầu 12 Xu hướng sáng tạo Video Marketing 2020 (Phần 1) - THE7 ...

3. Video marketing

People find videos entertaining, informative and persuasive, so your marketing team must acquire video marketing skills. Video marketing incorporates videos into your marketing strategies to help you achieve your marketing campaign goals. How to put video marketing into action: Publish videos on YouTube: YouTube has 2 billion active users. Publish quality videos there regularly, optimize for the right keywords, and your videos will gain traction. Use video ads: Use videos in addition to images in your ads. Successful marketers will tell you that most users respond better to ads with videos rather than still images. Biteable’s experiment  had more than 480% clicks on videos compared to static images.

Social media marketing là gì? Những điều cần biết về Social marketing

4. Social media marketing

User engagement in social media sites is huge and has become one of the go-to marketing strategies for businesses. It’s the perfect place to engage your audience: talk with them, entertain them, or even get them to buy from you since you can now sell directly from many of these platforms. How to put social media marketing into action: Collaborate with influencers: When you engage influencers to promote your business, that’s influencer marketing. This method is strategic (and successful) because you’re leveraging the influencer’s authority and numerous connections. Run contests: Require people to share, comment, or make a purchase before they can join your contests. That way, you get value from the get-go even before your contest ends.

Online Advertising: Targeted Digital Ads to Supercharge Leads

5. Paid digital advertising

Business owners pay the search engines, website owners, or other publishers for putting up their banner ads. Business owners are often charged every time someone clicks or sees their banner ad (among other triggers). This model is pretty straightforward. Fundamentally, companies pay for site visits. How to put paid digital advertising into action: Native social media ads: Social media sites have inherent or native advertising features. Native ads allow you to reach thousands of relevant prospects since you can indicate parameters like their job title, interests, age, etc. Pay for banner ads on relevant websites: Your customers prefer visiting certain blog sites or platforms over others. When you have banner ads on these platforms, you can bring in relevant website traffic.

3 Essential Methods For Paid Advertising Success | Online Digital ...

6. Copywriting

Copywriting’s job is to sell. It’s all about influencing readers to take action. It’s a crucial marketing skill that entrepreneurs and marketers need. If you’re not writing to sell, you aren’t copywriting. If you’re writing a blog post to entertain or educate, but you aren’t selling, then you aren’t copywriting. You use copywriting in brochures, catalogs, and emails, among other  marketing channels , to compel readers to take immediate action on your offers. How to put copywriting into action: Email newsletters: It’s common for  small businesses to use email marketing  to generate leads and sales. However, without good copywriting, even a well-thought-out series of email newsletters will fail to convince readers to make a purchase. Even if you use email automation  and the  best email marketing software, your  email list  will likely ignore the email message. That’s why copywriting is so important. It can convince your casual email readers to take action on your offers. Sales pages: Because sales pages are meant to sell, use copywriters, not other types of writers, to write sales page copy. Sales pages often contain product information, “buy now” buttons, and security badges, among other elements, that push readers to make the purchase.

Data analysis là gì? Cách phân tích dữ liệu với ngôn ngữ R - ATP ...

7. Data analysis

Analyzing data is one of the  marketing basics  you shouldn’t ignore. Even if you have good marketing skills, it’ll be challenging to figure out which strategies are working and which aren’t if you lack data analysis skills.How to put data analysis into action: Review data on your ads manager: Your ads dashboard contains data that shows the performance of your marketing campaigns. Facebook’s Ads Manager, for example, shows your ad’s reach, impressions, the amount you spent, and also your post engagements, etc. These are Ad results on Facebook’s Ads Manager. Learn about your competitors: Data analysis helps you obtain information about your competitors. To some degree, you can learn about their  market segmentation, how much traffic they’re getting, their number of backlinks, etc. You can obtain these details from tools, such as  SEMRush. With these pertinent details, you get a better grasp of your competitors’ performance, allowing you to come up with better marketing strategies.

8 Bước tạo nên chiến lược Content Marketing phát triển thương hiệu ...

8. Content marketing

Instead of bombarding customers with paid ads, many companies use content to attract customers. They publish articles, videos, infographics, or other types of content that provide massive value to their readers. This ultimately pushes readers to trust the company and buy their products down the line. This  inbound marketing  strategy is so effective because it provides value to the audience upfront. How to put content marketing into action:Publish case studies: Showing your customers how you helped other companies face the same problems they’re struggling with makes you easier to trust. After all, if you were able to solve the problem of others, there’s a good chance you can do the same for them. Publish guest posts: When you publish articles on other sites with your name and a link to your website, it makes your brand look more authoritative, and you also get referral traffic and link juice, which helps you rank on the SERPs.

Email Marketing Hiệu Quả] - Chiến Lược Thành Công | VinaHost.VN

9. Email marketing

Running an email marketing campaign can be exhaustive. It includes automation,  customer segmentation , and copywriting, among other things. When you send emails, you can customize your communication with your audience to a great degree. This makes your interaction more personal and worthwhile, therefore, more compelling. How to put email marketing into action: Send newsletters: Newsletters are great for building relationships with your customers. Don’t share about your products every single time, instead give helpful tips on how to solve their problems. The more you help them, the more they’ll trust you. Email your discount offers: Instead of sharing your discount offers on your website only, email them. Emails are more direct and easier to access for your customers since they don’t have to leave their inbox.

Us: Research & Development - Onfido Tech - Medium

10. Research

Great research skills will help you uncover the best  digital marketing tips , the next best product to sell, and the problems your customers are facing. All these can help improve your business process and drive growth. How to put research into action: Use advanced search queries: Cut your research time short by learning how to use the search engines effectively. Using advanced search queries, you get far more focused search engine results. For example, if you’re looking for web pages where your keyword phrases are found specifically in the title, use intitle:”keyword phrase.” Take a look at this exhaustive guide from Zapier about advanced search queries. Go to question and answer sites: Q&A websites like Quora can be a goldmine for research. Chances are, the questions you have in mind have already been answered in the platform. If not, you can always ask your question and wait for people to answer them. Quora has about 500 million monthly visitors. With that many people visiting the site, there’s a good chance you’ll get the answer to your question

Source: https://www.fool.com/the-blueprint/marketing-skills/

Why brands should look at influencers as collaborators, not spokespeople

With legions of ‘fans’ behind them, influencers sit in an interesting position between brands and audiences. Not only are they able to drive popular opinion, they’re also able to effectively gather market feedback because of their proximity to on-the-ground conversation. But are brands leveraging influencers’ power to its maximum capacity?

“They have more value to the brand than the brands realize,” says Michael Patent, co-founder of entertainment marketing agency Culture Group.

“These are people who have built their popularity and influence based upon their own thinking and oftentimes their ability to connect to their own community rather than a corporation that’s built their audience over decades. As a result of that, we really feel like they have an authentic way of communicating with those people and receiving their feedback.”

Patent argues that brands shouldn’t stop at simply using influencers for reach and conversion; they should really be working together creatively as collaborators or business partners.

Michael Patent, Culture Group

“There’s been a real trend in the last couple of years to use sports and entertainment celebrities as co-creators, collaborators or creative advisors for brands. What we’ve seen in the last 18 to 24 months—as social commerce has really risen so significantly—is that the influencer is saying ‘You know what? There’s only so much work I can do with brands. I want to develop my own brand. My own content media organisation, and my own scalable business’.”

When influencers go on to build their own brands, they are able to target their communities and audiences more effectively, and this rings especially true with brands that would have the influencers’ heart and soul behind them, such as cosmetics, apparel and personal care.

“We really feel that the brands who have made the most significant strides in this area are the ones who have recognised that influencers are not a commodity; they can be a true creative and development partner. The best global example would be Rihanna and her joint venture with Louis Vuitton and how they’ve created a brand together,” says Patent. 

A success story in Asia is Mr Bags, China’s top handbag influencer. He began as a reviewer of bags, progressed as a trusted source, and eventually clinched creative deals with brands to release limited edition or new items in China using his personal brand.

The 28-year-old now has a team of employees and can call himself a creative partner for brands like Givenchy, Longchamp, and Tod’s. With Tod’s—arguably his biggest brand collaboration—Mr Bags co-designed two bags modeled after cute unicorns and dogs, both which went on to become must-haves in China since their launches in 2018 and 2019.

“Mr Bags is a true collaborator. He is somebody who can generate half a million dollars in sales in a couple of minutes,” says Patent.

“He is going to be involved from identifying a market opportunity and helping an international company understand cultural insights relative to the China marketplace. More importantly, he’s going to be involved with marketing and commenting on that product. You’re getting somebody’s creativity and influence from the ideation process into the creation process all the way through to the distribution process. The products are then distributed through an e-commerce platform that he owns and operates.”

Another example of influencers building their own brand is cosmetics name Sunnies Face in the Philippines, which was started by a group of influencers who identified an aesthetic everyday Filipinos wanted to aspire to but couldn’t necessarily afford.

“They provide an amazing product at a direct-to-consumer price, and now they’re building an entire cosmetics company around that need,” says Patent.

Sunnies Face started in 2018 with one product on its site, which sold out almost instantly and continued to sell out with every restock. The group of influencers now owns eight brick-and-mortar stores across Manila and Cebu. They’ve recently collaborated with Rose Inc, a beauty brand by supermodel Rosie Huntington-Whitely.

the complete Fluffmatte lip chart (for now) 💄 what other colors would you like to see us develop?

Posted by Sunnies Face on Wednesday, January 8, 2020

Patent says that influencer-brand creative partnerships also help to drive engagement, whereas regular influencer content that usually involves product placement or one-way conversations is shorter-term in nature. 

“The ability to distribute a product and the influencer around the product in a really dynamic way makes it more of a conversation. What would normally be seen of as commerce—a one-way transaction of buying a product—now involves content and community and conversation,” he says.

“And combining all of those elements creates what we would call product or brand heat that drives desire. And looking at that flywheel or that virtuous cycle, the culture that the influencer represents helps shape the content that’s created.”

Plus, it’s been proven that with hard-to-get or limited-edition luxury items, consumers are drawn to their exclusivity.

“As we enter an era of hyper-personalisation, people want something that’s special and unique. Limited edition and hard-to-get is better than readily available, and the more influence the end customer has by owning that product, the better. That’s why we’re seeing more limited releases and more items that are driven by influencer relationships and influencer collabs,” says Patent.

“Not only does the consumer have more trust in the brand, but I think that they’re also more engaged with the product. They’ve really bought into the story of how that product was created, what it means, and what it represents. And that goes back to that new relationship between brands and consumers. There’s information going back and forth as opposed to simply releasing an ad, delivering the product, and purchasing the product.”

This concept of exclusivity and co-creation also ties into the TikTok phenomena. The platform has blown up over the past year for various reasons, including its ability to force users to be creative and develop ownership and style around their content in a way that we’ve not yet seen on other platforms.

“The best brands are not only creating content that’s creative, they’re also creating opportunities for consumers to create content for them. And turning that consumer into an influencer. And enabling them, giving them some of the tools that are needed to turn them into an influencer which is the most organic engagement,” he says.

Besides retail, Patent adds that esports is one to watch where we’ll see more brands wanting to join creative forces with influencers.

Source: https://www.campaignasia.com/article/why-brands-should-look-at-influencers-as-collaborators-not-spokespeople/458291

 

How to excel in your Digital Marketing Career


 

Digital marketing is the component of marketing that utilizes the internet and online – based digital technologles such as desktop computers , mobile phones , and other digital media and platforms to promote products and services . The individuals to undertake and manage the process of developing consumer audiences and moving products from producers to consumers . Here are How To Excel In Your Digital Marketing Career

10 . Just Do it

Why Do Fish Jump Out Of Water? What To Do? [ 2020 ]

Go out there and become a digital marketer . Take all of the information you have gathered and start doing it . Action is the key to progressing in this industry , and you are ready . You are a bold , trendsetting leader with nothing standing in the way of rising to the top . As you can see , all of these tips to excel in your digital marketing career work together to help build you a winning online portfolio – showcasing your online presence and proven success rate ,

9 . Add Certifications to your Resume

12 Marketing Certifications That Can Land You a Job at Ladder

There is a difference between certificates and certifications , but both will help you excel in your professional career Certification is something that you receive after completing a certain number of required hours of learning or training . It is earned by successfully passing a test or exam on the course material , thus proving your competence in the area . A certificate is something that you receive after participating in a learning experience , like a course .

8. Understand Industry Jargon

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Everyone loves their acronyms , and digital marketers are no exception . If you are going to make it as a digital marketer , you have to know the lingo , and that means knowing a CTA from a CPC .
Acronym Cheat Sheet :
• SEO – Search Engine Optimization
• SEM – Search Engine Marketing
• PPC – Pay Per Click
• CPC – Cost Per Click
• CPL – Cost Per Lead
• CPM – Cost Per Thousand ( M is the Roman numeral for 1000 )
• CTA – Call to Action
• CTR – Click Through Rate
• KPI – Key Performance Indicator

7. Understand Analytics

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For some , this may be a skill that doesn ‘ t come naturally . Not everyone is born mathematically inclined , and that ‘ s okay . You don ‘ t have to be a mathlete to garner a basic understanding of analytics , and a little knowledge in this area can go a long way Understanding what happens when people come to your website is how you evaluate the success of your campaigns , and analytics tools will give you that Information .

6. Provide Value by Being Customer – Centric

meeting-shadow - K2 Partnering Solutions

Content is king . Everything you read online has to be written by someone , and if you can be the person who gives the target audience what they want , then they will keep coming back for more . To understand the sales funnel in the digital marketing era , you must start with your customer . To understand the sales funnel in the digital marketing era , you must begin your customer

5. Network

Let's Have a Meeting about Having Better Meetings | IndustryWeek

Just because you can work from home in your pyjamas does not exempt you from contact with other humans . A large part of digital marketing is good old – fashioned networking And while you can do some of it online by joining Facebook groups , following industry leaders , and engaging with your social media following , there is still an element of face – to face networking that is invaluable .

4. Don ‘ t Neglect Social Media

11th Action Group 3 meeting | EUSALP

Share . Share . Share . Everything you learn , you must share . Evergreen content ? Share it , and then reshare it again . Case Studies ? Share them . Did you write a book ? Share that always ! Social media management is a full – time job on its own , and you need to be the master of your domain.

3. Build Your Brand

Enlightened You » Let's build your Personal brand

If you want to be taken seriously as a digital marketer , then your brand must be on point . Potential employers and clients are going to look for your online presence , and they are going to expect to find that who you are online represents what you can do for them . Having your projects can help achieve this and give you something to showcase .

2. Always Acquire

7 Professional Things You Should Do and Say at Business Meetings

New skills , new ideas , latest trends , new knowledge . As you are exposing yourself to Industry news and exploring new ways to learn , you will be applying the skills you acquire on an ongoing basis You are upgrading your certifications and updating your resume . You are always ready to take action . If there is a new way to market , you are the first to try it , make it work , and then report on it .

1. Never Stop Learning

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If your thirst for knowledge is limited , then stop right here , this career is not for you . If you are going to excel in a career as a digital marketer , your schooling never ends , and that should excite you . If your desire to learn gets you out of bed in the morning and drives you all day long , then read on You are going to read everything that is written about the industry by anyone who is anyone.
Source: https://www.universitymagazine.ca/how-to-excel-in-your-digital-marketing-career/

Consumers ‘pay more attention’ to ads next to coronavirus news content

An increasing number of marketers are pulling back from advertising around news related to the coronavirus outbreak, yet there is evidence to suggest they should in fact be seeking it out.

Words relating to the Covid-19 pandemic have fast risen up brands’ keyword blacklists, yet there is evidence to suggest they should actually be actively placing ads next to coronavirus-related content.

It will come as no surprise that people are paying more attention to the news in the current climate, with national and regional publishers seeing record numbers of digital readers. But people are also paying significantly more attention to the advertising around it.

According to eye-tracking specialists Lumen, print advertising is currently generating 21% more attention than the norm for the medium. Some 88% of press ads run during the week of 18 to 25 March were viewed compared with an average view rate of 75%. Two-thirds (66%) of viewable digital ads were noticed compared with an average of 55% for desktop digital tests conducted in the past six months.

“It’s not that you should be doing ads and avoiding coronavirus, it’s the other way round,” says Lumen’s managing director, Mike Follett.

“There is this general belief that you don’t want to have your ads next to any form of controversial content. Brands become tremendously worried about the juxtaposition of those, and this is just another thing they want to block. The blacklists in this sense should be reversed. What [brands] should be doing is not blocking that stuff but searching it out.”

Advertising attention on the up

Dwell time – the amount of time spent actually looking at the ads – has also remained relatively strong. The average dwell time with digital ads in tests run last month was 1.5 seconds, slightly down from the Lumen average of 1.9 seconds. Dwell time with print advertising, meanwhile, increased slightly from 2.1 seconds to 2.2 seconds.

These two metrics can be combined into a single number that estimates the total aggregate attention an ad will receive per 1,000 impressions, known as ‘attentive seconds per 1000 impressions’. This reveals a slight dip in aggregate attention to digital advertising, but a dramatic increase in attention to print advertising.

Lumen estimates advertisers and media agencies could expect to generate around 1,600 second of attention per 1,000 print impressions usually. In the test period, 1,000 newspaper impressions would generate an average of 1,936 attentive seconds, an increase of 21%.

The discrepancy between the performance of print and digital advertising can, in part, be traced to the impact of interest in coronavirus. Some 60% of the press ads tested were sited next to news stories about coronavirus, while only 23% of the digital ads tested in the period were sited next to coronavirus-related content online.

What is clear, however, is that the analysis of the attention patterns within newspapers shows that the ads that appeared closest to coronavirus content outperformed ads next to other subjects.

“People are still engaging with advertising and even more than ever, so you’re going to get more bang for your buck from pretty much any form of advertising at the moment,” Follett explains.

“People look at ads in proportion to how much they engage with the editorial. The more people engage with the articles or social content, the more they engage with the ads. People are engaging more with coronavirus-related content than anything else and therefore they are engaging more with the ads around that.”

While the research can’t decipher whether the engagement is positive or negative, a  recent investigation into the impact of ‘hard news’ on advertising responses suggests hard news has no negative impact on advertising content, responses to ads or brands.

According to the Newsworks and Neuro-Insight study, the average ad dwell time is 1.4 times higher in a hard news environment (45 seconds versus 32 seconds).

Ads in both hard and soft news environments were found to deliver strong engagement (personal relevance), emotional intensity and, importantly, elicit strong levels of memory encoding.

Source: https://www.marketingweek.com/marketers-advertiser-coronavirus-news/