The marketing industry is in constant change and development, with progress in recent years picking up speed as technological advances and new trends are introduced.
Artificial Intelligence is making its mark on the digital marketing scene with Search Engine Optimization, content and social media marketing all undergoing changes.
The ongoing expansion of the fast-paced environment of digital marketing means that if you want your marketing campaigns to succeed you need to stay updated with what is trending and how consumers are reacting to new online marketing techniques and strategies.
Luckily for you, online marketer Ben Givon shares his top marketing trends and tips for this year.
AI (Artificial Intelligence) is making its mark
Artificial Intelligence is becoming more and more sophisticated which is increasing its scope and potential across many industries especially for digital marketing.
For example, Tech giant Microsoft and Uber have invested in Knightscope’s K5 robot that uses Artificial Intelligence to combat crime and keep premises under surveillance.
In an article by Harvard Business Review entitled AI Is Not Just Getting Better; It’s Becoming More Pervasive, they explore the growing influence od AI:
‘All this is to say that AI is not just getting better—it is becoming more pervasive. As new generations of hardware and software endow all manner of both consumer and enterprise devices, appliances, machines, and other equipment with AI capabilities, we are poised to enter an era of pervasive intelligence.’
‘This era of pervasive intelligence will be marked by a proliferation of AI-powered smart devices able to recognize and react to sights, sounds, and other patterns. Increasingly, machines will learn from experiences, adapt to changing situations, and predict outcomes. Some will infer users’ needs and desires and even collaborate with other devices by exchanging information, distributing tasks, and coordinating their actions.’
‘With AI embedded, rather than confined solely to the cloud, the intelligence in these devices will not depend on internet connectivity. And they will not suffer the latency entailed by transmitting data to the cloud for analysis. Lower latency and connectivity independence will enable all kinds of applications—such as vehicle navigation and some health care applications—that require instantaneous response and robust performance even when connectivity is poor.’
AI can study consumer habits and search trends and can analyze data from social media and online content in order to give firms an insight into the way consumers discover their goods and services.
Chatbots are a further example of AI in action. During a keynote session last year, The Facebook VP of Messaging Products, David Marcus said that chatbots on the social network platform were on the rise as engagement between Facebook’s chatbots and users skyrocketed.
‘The Messenger Platform wouldn’t be where it is today without 200K developers actively building experiences and forging connections with the 1.3 billion people who use Messenger each month. To date, there are over 300K active bots on Messenger, and over 8 billion messages are exchanged between people and businesses each month. Onstage we announced that we’re releasing new products that represent the evolution of messaging.’
To watch the full Facebook keynote session, click here.
Chatbots offer 24-hour responsiveness, answering user queries and questions quickly, have access to a variety of user data including purchase history. This form of Artificial Intelligence offers the ideal customer service, and the best part is it works independently meaning you have more time to focus on optimizing other aspects of your online marketing campaign.
Global research and advisory firm Gartner speculates that by next year more than 80 percent of engagement between the consumer and business will be done through chatbot technology.
We gave readers two options: to submit the form and receive the content immediately and via email — the traditional way — or to skip the form and get immediate access to the content in Facebook Messenger instead. Approximately 20% chose this latter option. The Facebook Messenger broadcasts had an average open rate of 80% and average CTR of 13%. That was 242% and 609% better than our email controls, respectively.