Across globe the impact of COVID-19 on every business domain are not in a stage of prediction and how the consumer buying behaviour and habitual
Artificial Intelligence – in a digital marketer’s perspective.
When Hollywood superstar, Arnold was blasting in his style across the globe with TERMINATOR series in 1984, peoples were enjoying a total fiction movie, where machines going to rule the world and nobody ever imagine such things going to happen, but today after almost four decades we are in the door step to watch a revolution of machines who may perform equal to humans !!!
YES…… am talking about Artificial Intelligence and its impact in the near future.
What is AI?
If you are checking Wikipedia, the term “ARTIFICIAL INTELLIGENCE” is used to describe machines and computers that mimic “cognitive” functions that humans associate with other human minds, such as learning and problem-solving.
Research and development in the advanced computer science which shows light to understand the functionality of intelligence and to produce a machine which can think, react and perform in a much superior way than human, based on the data that is being given to that machine. You will be clearer on this aspect if you can visualize Rajinikanth’s YANTHIRAN movie and how that robot reacted to situations.
On the onset, would like to mention Artificial Intelligence is not equal to human intelligence, but a machine with AI can think like a human and sometimes exceeds human, if the right data is with them.
Impact of AI in Digital Marketing.
Research on AI and its fast development is on the anvil; thus, every advanced marketing technologies will be shifting to AI based digital marketing and provide useful customer insight for companies who are in demand of such data.
In the digital marketing domain, the vital play AI going to have is already in the limelight and future of digital marketing depends on how effectively AI can be used as a tool for business. The future of business will be with peoples who can effectively combine AI for developing their digital marketing strategies.
Today big online shopping carts like Amazon and Flipkart effectively use AI, for any shoppers who browse such online shopping carts, they will see only relevant products of that particular user, this was done with the support of AI which can analyse each user based on previous searches, views and products purchased.
Likewise, if we searched once for villas in one region, from next time onwards when ever we came online, there will be one or other advertisement about Villas of that region popping up and following you in all the online platforms you are browsing. This indeed is result of AI applied by Google and big search engines.
Impact of AI will definitely improve user experience drastically by providing the users with what they actually want to see. Further empowers decision making and thus increase in revenue returns and also support in creating better performing content. Moreover, proper implementation of AI in digital marketing will help business owners to reach the targeted audience with the right offers which they cannot refuse and have direct positive impact on revenue growth.
How Artificial Intelligence going to revolutionize various attributes in Digital Marketing?
We are seeing the sunrise of AI revolution but from the time we watched the first movie in TERMINATOR series, deep inside we have some sense of how artificial intelligence is going to change our future, particularly this will have first impact on Digital Marketing domain, as marketers already started embracing this technology for their digital marketing activities.
Few of the attributes in the digital marketing domain and how those going to get impacted by AI are explained below in nutshell.
This is a technology in AI in which a machine will be able to solve a situation or problem on their own by analysing on previous data and learning which action will be the best suitable for such a situation. In digital marketing, this can be effectively applied to applications like SEO, Ads targeting, lead generations etc.
CONSUMER BEHAVIOR APPROACH
Collection of data, analyzing the same and implementing effective strategy according to that is the basis of AI. Precession on data analyzing and planning according to that and developing automated systems and customer profiles can be done in AI with minute details and accuracy. Thus, job of marketers will be simplified or they will be facilitator of right data and allow machines to plan accordingly on their own.
Integrating data sets from various tools can be effectively carried out by AI and AI can effectively used for targeting and tailor making digital ad campaigns based on customer feedback and buying behaviors.
With the help of AI, more advanced search options can be made easy, AI can do this by understanding the contextual meaning of certain search patters and further it can incorporate an online user search antiquity into the results page. With the support of AI, instead of just showing what an user is searching for, it can show why that person is searching for certain things!!!
When you are browsing an eCommerce website, automatically lot of products will start displaying and those were surprisingly something which you were interested. But this doesn’t happen automatically but a result of the AI incorporation. Likewise, AI can be used very much in content creation, since AI can choose the most relevant content personalized to every visitors or target customers.
VOICE SEARCH & SPEECH RECOGNITION
Alexa and Google Home are classical examples of how AI will be incorporated in voice search and speech recognition. We can start imagine about machines talking each other and taking decisions on home support systems.
Proper usage of AI can take lead generation campaigns to the next level, with the support of AI, lead generation campaigns can be very effective, it can predict or rate the status of the lead if its warm or cold. Thus, sales effectiveness can be increased if lead generation campaign got incorporated with AI.
AUTOMATION AND PERSONALIZATION
In digital marketing domain, at present strategies are based on purely guesswork mostly, then constantly testing and adjusting, experimenting according to the discretion of the digital marketing engineer or the strategy developed for certain campaigns. At the same time AI based several analytical tools are much more accurate and precise for this purpose. These tools didn’t go with guess work, but depends on data and previous history and could reach to more effective strategies according to the buyer’s behavior pattern.
Happy beginning for AI in Digital Marketing.If you think the concept of AI in digital marketing is something weird!!! Don’t get left alone, today’s consumers response to marketing messages and their reaction is changing and if we are not growing to the expectations of the ever-growing online consumer base, your expectations and growth will be at stake. Traditional marketing methods of marketing such as print media, TV advertisements and all is getting over and its high time we need to embrace the digital marketing with Artificial Intelligence for effectiveness and for higher and fast ROI. Digital Marketing incorporated with AI only can predict future patters for lead generation, how much need to spend for each campaign, what campaign is best for each NICHE segment, which kind of campaigns will be more effective etc.
Let’s understand the market and technology synergy and get into action and embrace the power to leverage Artificial Intelligence in Digital Marketing for creating STRATEGIES FOR SUCCESS !!!
Dr. Girish krishnan.
Business Consultant and a Digital Marketing Evangelist
Digital Marketing or New Media Marketing is the trend and every entrepreneur started investing their major share of marketing budget for digital marketing for getting more effective results. But the question is about the ROI, is everybody getting the needed results according to their media spent in social media or just investing only.
Here am trying to list out a dozen of social media strategies for more effectiveness and these strategies for success are from the working experience with clients of different sizes and diversified requirements. The below mentioned 12 steps are just the starters for a more result oriented long term digital marketing plan. However, for effective implementation of total online communication plan you need to associate with a professional digital marketing agency.
Strategy without Tactics is the slowest route to Victory & Tactics without Strategy is the noise before Defeat.
1. SWOT analysis
First step before initiating a proper social media plan is to understand more about your present status in the market. A clear understanding about your Strength, Weakness, Opportunities and Threats prevailing in the market will give an additional edge on formulating your social media plan. I always suggest my clients to do social media spent only after securing your online position at least to the level of your competition, for that SEO should be the first step before spending a single penny.
2. Be ready ONLINE
Before starting implementing your derived social media plan, you should be ready online with a proper website and all social media widgets. Your website and social media pages should provide a first good impression to the visitors and for that you should be ready in all modes. Both your website and social media pages should be updated with latest and relevant information on a regular basis and also should be dynamic is responding to their queries.
3. Fix your target
Those who start implementing a strategy after fixing their target are likely to reach their fixed target much earlier than the others and that reason you need to think about your marketing and communication goals before initiating social media plan. Your social media plan should be designed as per your long term business goals and that will help to communicate to the target segment thru the right channel.
4. Different Social Media with different roles
What you can do in FACEBOOK will not be the same in LINKEDIN or likewise there are so many social media options and we have to clearly understand each of them and their impact and accordingly steer our social media campaign. When we are implementing our social media strategy we should understand that several of the social media platform are places to exchange with your followers and not for proper branding.
5. Study your competition
Today your success depends on not only your target clients alone but also how your competitors cater to them, we need to check and understand their online presence and market grader before jumping into huge media spent for effective results. We need to have a clear online audit of our competition in a particular market and after getting each of the market grader we need to channelize our social media plan and overcome the competition.
6. Identify your TARGET PERSONA
Your TARGET PERSONA is the peoples who will fall in the bracket of who can be your future clients. By proper segmentization and filtration we can effectively target all our social media spent to that segment and thus can ensure more productive leads and ROI. There exist perception in the market that more leads for the media spent is good, but we need to understand the need of getting productive leads than those irrelevant leads for our solution. These unproductive leads causes lot of wastage of time and money for the stakeholders that are involved in the consumer journey before the actual purchase and if you check the actual conversion, that will not support the media spent. Effective usage of our media spent after identifying your target persona and reaching them will get more ROI.
7. Make your menu interesting
People tend to follow brands who address their pain points and not brands who are trying to sell something. You need to position your brand/services in social media in a way that it will address a specific need of your target PERSONA. Here the content part plays a vital role and there you need to have a clear understanding of the client psychology, listen and answer their questions, it will provide information for you to create more content.
8. CONTENT is the KING
TARGET PERSONA based social media plan is more effective and for that we need to create the content accordingly and explore all possibilities. Write blog posts and social media content, and use a lot of visuals like beautiful pictures, and info graphics to attract more attention to your message. On FaceBook you can be more informal, on Instagram you need to be visual, and on LinkedIn, you need to show your expertise. Be very careful with the message tone, invite the reader to engage and interact with the message.
9. VIDEOS for better reach
Research shows that video content get much better reach than text and image content, this we need to understand and accordingly plan to insert video content in your social media plan. According to the latest online senses, there is a projection that videos will rule the internet traffic and this trend may continue until 2020 or more. Having a good video presentation about your service/product will definitely ensure good reach since viewers will share video more than text message.
10. Ensure effective two way communication
Unlike all other traditional media, social media is a two-way communication platform and that is the charm of social media and at the same time if we couldn’t manage the communication properly, it will have negative impact. All our social media presence should be open to receive positive and negative comments and we should be ready to address each of them effectively. Proper and fast response on social media will increase the integrity of the brand and will get wide spread appreciation on knowing how you are addressing positive and negative comments on social media. Ensure that there is continuous communication with your followers and that will have positive impact of your brand.
11. Keep monitoring the performance card
Social media analytical tools help to track everything on social media, for every media spent we can get analytic reports and understand the consumer behavior and which content gives maximum reach and brand identity. Further, you can identify your website traffic generated from your social media content and accordingly steer your media spent and content. This should be an ongoing practice till you reach satisfactory level of followers.
12. Dynamic approach gives results
Online Digital communication is the most effective way to increase your performance, but at the same time we need to constantly evaluate the results with social media analytical tools and accordingly change our strategies and media spent. To be more precise we need to have a dynamic approach and we should effectively change our online strategies according to how market react and consumer behavior. If we can identify which social media is giving maximum results on particular segment accordingly media spent can be directed and thus the total media spent can be limited to our budget and get the needed results.
The above 12 steps are just starters for your successful social media plan which need to follow the seven course plan of action or more according to the type of product and market scenario. There exist a complete professional set of activities which need to be handled by experts for getting expected results. However, would like to mention that today and in the future your product/service/brand will definitely need to have a professional social media plan for success.
Be with the right digital marketing partner who can develop STRATEGIES FOR SUCCESSfor your service with optimum investment and those who can promise ROI.
Across globe the impact of COVID-19 on every business domain are not in a stage of prediction and how the consumer buying behaviour and habitual