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It would take a lousy marketer not to appreciate the power of social media in promoting products and services. The thing is that by 2019, the number of social network users is expected to hit 2.77 billion globally up from 2.46 billion back in 2017. This statistic alone is enough to show you the immense power social channels possess and will continue to have in 2019 and beyond.
Nowadays many people have a keen eye on online public media trends. Among them are product and services promoters, who are always thinking of plausible strategies to help them leverage the power of social networks. However, there are several challenges to online marketing as there is a lot of “noise” on various networking platforms.
For instance, each day the number of social web influencers continues to soar making online advertising quite a task. And, as if that’s not enough, there is an overwhelming amount of service requests on social sites as well as a lot of unorganized social information which continue to make online marketing problematic.
For these reasons, marketers are now turning to Artificial Intelligence to help them take advantage of social networks. Let’s explore the aspects of social web marketing that are being influenced by AI:
According to the industry report of 2018, 80% of marketers polled said that they used images in public network marketing. Therefore, to stay relevant as a marketer, you ought to use visual assets in marketing. The point is that images are useful in boosting engagement and identifying patterns in the customers’ behavior.
So how does Machine Learning affect the use of images in marketing? Intelligent software recognition systems can assist in gathering insights on user patterns by screening millions of pictures posted by users on social platforms. By analyzing these previously random data, image recognition software helps you to understand what people want and tailor your services or products advertising to attract the targeted audience.
Without the help of robotics, it would be impossible to scheme through the huge number of images posted by users across all social networks every minute. So now, you can easily identify opportunities by using AI-empowered software.
In fact, these machines are expected to become intelligent enough to see potential promotional opportunities in different networks and give marketers insights that are even more accurate.
Perhaps the most common application of this technology on the social web is on Facebook. This media giant is using face identification software to help users tag their friends in group photos, and it saves the users time of searching the names of their friends before tagging them.
Now, the use of face recognition technology in product and service promotion is not an entirely new concept. Many companies have tried this before, and many others are already using this tech to know their customers better.
What impact will face identification have on marketing? People’s faces are being used like cookies to help in offering targeted services that meet the preferences of a customer. Other companies are using facial recognition to detect the moods of their customers and, in turn, offer them suitable product recommendations.
So far, some companies have tremendously grown thanks to facial identification software. Case in point is Snapchat. It was the first social network to showcase the immense power of face recognition and used this tech to attract many of their current users. Today, Snapchat has branded filters that feature the logos and products of other companies as a way of advertising. Cadbury, Gatorade, and Taco Bell are some good examples of firms paying for branded Snapchat filters.
Overall, the future of face recognition is bright. By 2022, it is estimated that the global face identification market will reach USD 7.76 billion. And, we expect the use of the tech in online marketing to make up a huge chunk to this figure.
Using bots has seen marketers gain in multiple ways. In the past, marketing on the social web was all guesswork. However, that has changed with the introduction of Artificial Intelligence in marketing. Promoters can now create effective posts that advertise their products and services, and chatbots are helping companies to appeal to their customers by making interactions more efficient.
Bots are also useful in content marketing since they are capable of a comprehensive analysis of social site posts within the niche of the advertiser. Moreover, bots are helping marketers to forecast the chances of their posts on social platforms succeeding. These predictions are achieved by comparing a marketer’s posts to similar ones on the same or other social networks.
So what can you take from this? Using bots can significantly boost your marketing campaigns by eliminating guesswork and wasting time.
Marketers are increasingly using social network influencers to give their products and services more visibility on social websites. As of 2018, some big companies such as Microsoft, Mercedes Benz, Loeffler Randall, Boxed Water, SAP, Fiji Water, among others ran influencer marketing campaigns. And it does not stop there – startups, as well as small and medium enterprises, are also catching on this social web marketing trend.
“Today marketing through influencers is one of the most effective product and service promotion strategies. This approach offers excellent ROI as compared to other marketing methods. Presently, for every dollar you spend on an influencer, you can expect to earn $11.69 in media regardless of your niche,” notes Andrew Ortiz, marketing specialist at Skillroads.
However, choosing the right influencer remains the biggest challenge for many businesses. To reiterate this fact, a 2018 survey found that 67.6% of marketers had trouble picking the right influencer for their brand. So how does machine intelligence help? It assists businesses to select influencers that match their goals.
Furthermore, analyzing big data can help marketers to determine what incentive to offer an influencer for the best returns. Intelligent systems can help marketers forecast the performance of an influencer to determine if they are the best fit for the company’s objectives.
Out of the many tools of intelligent systems, social listening is the most widely understood and commonly used in social web marketing. But before we go on, it’s important to know the difference between social monitoring and listening.
The former refers to simply looking at what customers are saying about a business on social platforms. The latter is a much more detailed process. It involves tracking conversations touching on particular words, phrases, and brands and using that information to identify social web marketing opportunities. After that, the marketer can use the insights learned to create content that appeals to a specific audience.
Moreover, customer listening offers a powerful means of interacting with your target audience in real time and tailoring your social media marketing strategies to connect with them better. For example, tools like Mentor can track much data and give you useful information about what is happening in your company and niche as a whole. More advanced tools like Cortex go on ahead to analyze these insights to give content recommendations.
The most effective listening tools offer marketers actionable data regarding their audience, influencers, competitors, industries, and communities to help them take advantage of the available opportunities. These tools also help to inform businesses of the kind of content to generate.
Social media marketers have also decided to bring in intelligent systems to aid in analyzing competitor social profiles. Without these systems, going about this process is bound to be flawed. For one, the marketer can become subjective in the process leading to unreliable results. Or one can even get worn out given that the endeavor is grueling.
Leveraging AI algorithms can help you effectively analyze your competitors on social networks with little to no errors. In turn, as a marketer, you can learn what techniques are working for your competition and integrate them into your marketing strategy.
A good example of a competitor analysis tool is Netbase. This software helps you to evaluate the content on social platforms for various qualities that affect performance. You can also learn keywords, visual objects, color, and content type that do the magic as far as marketing goes.
Content development is one of the places where the impact of artificial intelligence on social site marketing is evident. Marketers are increasingly using intelligent systems in content optimization. These systems are helping businesses learn how to mix videos, photos, and texts for maximum impact on their customers.
Currently, there is software enabling marketers to understand their customer base, the business landscape, and the strengths and weaknesses of their competitors. With this information, advertisers can generate and use the content that appeals to their audience.
But even as we talk about optimization, it is important to take note of yet another related aspect where computer systems come in handy – content creation. Before you can optimize content, you must first create it, right?
And intelligent systems can help you work on it as well as they take care of the content planning and reporting stages. On a smaller scale, machine intelligence can also create content, which is ultimately referred to as automated content.
What is more, video content is making waves in social network advertising. In line with this trend, several companies are focusing on making automated promotional videos for businesses. For instance, Renderforest, an automated video maker, helps brands to create marketing videos easily.
This video maker uses intelligent computer systems to analyze a marketer’s script in under 3 seconds. By tapping into the information from previous videos created on the platform, the automated video creation tool develops a new animation video based on the script the user provides.
With Renderforest you can expertly edit your videos. Use their updated video trimmer to trim parts of your video and make it more professional.
Computer systems can help with gathering consumer intelligence. Machines are now capable of picking out useful information about consumers from piles of data on social websites. With this information, marketers can determine how a customer behaves and thus learn how to tailor their products and services to them. Simply put, this process is all about building deeper and more meaningful relationships with customers. It also helps businesses learn the experiences consumers have after using their products or services.
AI-based systems have greatly impacted the customer service sector of businesses. When customers inquire or complain about a service or product, they expect quick responses from the company. However, it is close to impossible to be there for your customers round the clock.
In response to this challenge, businesses are now incorporating intelligent systems to improve their customer support. Given that many clients prefer to message their concerns as opposed to making phone calls, by automating customer services, the company can offer prompt answers to common questions.
Aside from that, these systems can also help with detecting and prioritizing customer concerns. For instance, bots can save a company’s time by filtering out spams and forwarding only those inquiries that are genuine. Lastly, automated customer support systems can help with generating leads and boosting conversion rates on social sites.
Presently, social networking platforms such as LinkedIn and Twitter are already using AI-based techniques in enhancing learning capabilities and innovation in several areas. So, if you are keen on staying in business, you ought to start integrating smart systems now for in the near future they could become a necessity for survival in the business sector.
Alice Berg is a career advisor with a strong interest in progressive technologies. She helps people to find their own way in life, gives career advice and guidance, helps young people to prepare for their careers. You can find Alice on Twitter.
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