AI News, 3 Big Reasons PR Needs More Than Media Monitoring artificial intelligence
42 Digital Marketing Trends You Can’t Ignore in 2020
The robots can read license plates, report suspicious activity, and collect data to report to their owners.” You can rent these R2-D2-like robots for $7 an hour – which is less expensive than a human security guard's wage:
Just a couple years ago, Gartner analysts predicted that by 2020, AI technologies would be pervasive in almost every new software product and service – a prediction that Harvard Business Review seconded earlier in 2019.
According to Techgrabyte: “Artificial intelligence is the biggest commercial opportunity for companies, industries, and nations over the next few decades” and “will increase global GDP by up to 14% between now and 2030,” which means that “AI latecomers will find themselves at a serious competitive disadvantage within the next several years.” Here are the top reasons why organizations are adopting AI in their business:
AI can analyze consumer behavior and search patterns, and use data from social media platforms and blog posts to help businesses understand how customers find their products and services.
Mastercard created a Facebook messenger bot – which uses natural language processing software to decipher what the customer wants and respond as if it were a real person – to automate handling payments:
According to Irina Kovalenko of SmartyAds: “Most search-driven manual advertising campaigns (even those performed with professional tools) take into account three or four targets: the keyword, time of day, and location.
Such tools like programmatic demand-side platforms can use hundreds of targeting signals to individualize the advertisement and even target according to lifestyle or behavior habits when integrated with customer data platforms.” Here’s a quick look at how programmatic advertising works:
Many customers prefer interacting with chatbots as they are responsive 24/7, give answers promptly, accurately recall your entire buying history, and never lose patience.
These virtual assistants offer outstanding customer service by meeting customers’ expectations and automating repetitive tasks – which means that you can focus on more important work.
Unlike traditional strategies, this form of marketing is now available across multiple channels, allowing brands to meet customers on their terms: on the devices, platforms and time schedules that suit the customer best.
As we prepare for the future, it will be more important than ever for businesses to be available across a broad spectrum of channels, and to make sure you’re communicating the way people prefer to communicate.” Ultimately, the primary goal of conversational marketing is to enhance the user experience through a feedback-driven model that fosters higher engagement and greater loyalty.
Consider these personalization stats: Kevin George from EmailMonks asserts that “personalized, triggered emails based on behavior are 3x better than batch-and-blast emails.” When you want to study examples of the power of personalization, it’s hard to overlook Netflix and Amazon, with their tailored recommended products or movie titles.
These numbers show the importance of incorporating video into your digital marketing strategy in 2020: Video is by far the most popular way customers want to learn about new products:
Because influencer marketing is generally more authentic than corporate advertising: For this reason, Iceland, a popular British supermarket chain, switched from ads with celebrities to a campaign that features real-life moms.
It’s helping identify those with better engagement, fewer fake followers, and a higher chance of generating a positive return on investment (ROI). In addition, artificial intelligence is transforming influencer marketing in the following ways:
These statistics show the popularity of social messaging apps, and since people are spending more time messaging each other, it makes sense to market your company’s products and services where your potential customers are hanging out.
In fact: Reasons for your brand to use messaging apps include: Visual search can take the user experience to a totally new level: People can upload an image to conduct a search and get more specific results.
They came out with Lens, a visual search tool that allows users to take a photo of an item to find out where to buy it online, search for similar products or view pinboards of related items.
As Marketing Land puts it, it turns your phone’s camera into a search bar: Since the launch of the beta version, Pinterest's Lens now recognizes 2.5 billion home and fashion objects, has inspired over 600 million searches on Pinterest’s mobile apps and browser extensions, and has seen a 140% uptick from launch day.
Instead of typing queries into a search engine, you can directly search via images to find similar images, price comparisons, local shopping results, etc.
To take advantage of micro-moments in 2020, you need to be where consumers are searching for information in the moment – or, as Google puts it, marketers have to “be there, be useful, be quick.” The growing popularity of micro-moments means that marketers must rethink the linear marketing funnel that follows a set path: awareness, consideration and decision.
This makes the quality, relevance and usefulness of marketing more important than ever.” To get the most out of micro-moments in 2020, you should: The increasing use of voice search has made it important for companies to rethink their digital marketing strategies in 2020.
As Digital Marketing Institute puts it: “Adopting a voice search strategy isn't just about remaining relevant – it’s also about creating a unique and optimized customer experience that will foster relationships and build brand loyalty.” Many brands are already including voice search in their digital marketing strategies to deliver value-based content effectively to their customers: Google Assistant has 2,000 “actions” and Alexa has 30,000 “skills,” which are functions that allow these voice assistants to react very specifically to user commands and queries:
That means that Alexa will tell you the answer to your question along with a “word from her sponsor.” For all voice technology, remember to write in a conversational tone, focus on getting featured snippets on Google, and think about keywords that people will speak rather than type.
The benefits of using social media stories include: Get inspired by some of these ways to use social media stories: Push notifications are on the rise, with 85% of online stores using them in 2019.
As part of the bid to engage users on multiple channels, browser push notifications are something you will see more and more brands adopting in 2020 – and they are getting more sophisticated and personalized.
In fact, using personalized push notifications increases conversions: Notifications triggered by behavior are being used to re-engage people who have shown interest but failed to convert, and in recovering revenue from abandoned shopping carts:
The advice from Google’s John Mueller is that “rather than chase the latest SEO trends, it’s more important to ensure a site has fast speeds, useful links, and well-written content.” In fact, content marketing is so important that 88% of B2B content marketers agree that creating content makes their audience view their organization as a credible and trusted resource:
Platforms like ClickFlow suggest pages with untapped SEO potential — a high-impression count but a low click-through rate (CTR) — which you can then improve to increase traffic, leads and, of course, conversions:
Instagram believes this will make it easier for businesses to reach prospective new customers, as it will effectively shorten the sales funnel, giving consumers the instant access they desire.
To stay ahead, brands must present a seamless, consistent voice and message across all available mediums, including physical storefronts, social media channels, online, in catalogs and anywhere else you can imagine.
Stats show that brands using three or more channels in an automation workflow can generate great results: With ever-more sophisticated SaaS companies providing the tools to manage multiple channels more efficiently, it’s becoming easier to manage an omnichannel strategy, although it can be a challenge.
In terms of digital marketing trends, we will see a lot more of this, as it is being used in advanced lead scoring, as well as for segmentation and individual personalization, which helps marketers reduce churn and improve customer loyalty.
One such example is Amazon Assistant, a Chrome extension from the retail giant that allows users to permit product recommendations from Amazon to extend beyond the website to make personalized offers while they are browsing elsewhere on the web:
Graham, host of the Game-Changers Business podcast, says: “Where predictive analytics uses machine learning to predict what will happen, augmented analytics uses machine intelligence to boost human intelligence with the why, so we can work faster and smarter on ever-larger datasets.” Gartner predicts by 2020 over 40% of data science tasks will be automated, which means that insight into the enormous amounts of big data that businesses are collecting will allow for better and more personalized decision-making and thus increased productivity.
Dive Deeper: While the idea of marketing to people based on their location is nothing new, we do expect an increase in the use of geo-fencing – this market is set to grow to $2.4 billion by 2023 – along with the rise of mobile use:
A target area is defined as, say, within a mile of a restaurant, and when a user enters or leaves this area, they receive a push notification, text message or another form of marketing communication.
They offer the functionality of a native mobile app – fast load times, push notifications, working offline, utilizing device hardware, etc.
In fact, one survey found that 90% of shoppers reported that UGC influenced their decision to purchase more than any other form of advertising, with a whopping 97% of 18-29 year olds saying that it had an “extreme influence.”
UGC can be as basic as blog comments and testimonials or it can take the form of blog posts, images and videos created by users. GoPro's entire YouTube channel is dedicated to UGC, showing high-quality videos produced by its customers using its hardy, portable cameras.
Dive Deeper: 8 Ways to Encourage More User-Generated Content (UGC) As defined by Blockgeeks: “A blockchain is, in the simplest of terms, a time-stamped series of immutable data records that is managed by a cluster of computers not owned by any single entity.
Quantum computers, however, use a new unit of measurement, a single atom known as a qubit (literally ‘quantum bit’), which greatly increases the computational power of a system.” Another way to visualize quantum computing is to imagine a huge library: “While a classic computer would read every book in a library in a linear fashion, a quantum computer would read all the books simultaneously.
Source In 2020, the world’s big data industry will continue to grow exponentially, which is great news for marketers – if you know how to harness the power of big data.
As Neil Patel says: “Marketing will become a more even playing field and you’ll have no choice but to use automation.” Related Reading: With intense competition on social media slowly suffocating organic reach, paid advertising will become a more trusted force in 2020.
Google explains that with Smart Bidding: “Machine learning algorithms train on data at a vast scale to help you make more accurate predictions across your account about how different bid amounts might impact conversions or conversion value.”
This works for any number of PPC goals, including: Smart bidding allows you to use many different signals for your bid optimization, including: The bottom line is that with Smart Bidding running the show, marketers will have more free time to focus on strategy, copywriting, and analytics.
In 2020, at least 30% of all Internet searches will be conducted without a screen, and since 40.7% of all voice search answers come from a featured snippet, if your marketing is strong enough, you could be the one hitting that coveted spot.
Also known as rank zero snippet or position zero, this is the holy grail of modern-day SEO, as it directly answers user search queries without any need for the user to click a link.
If Jimmy’s Medical Blog (not a real site) gives some bad advice that leads to a mom poisoning her child with some amateur advice on home remedies, that’s not good for Jimmy’s brand – or Google’s reputation of delivering quality results.
Neil Patel advises marketers to focus on building their expertise, pointing out that they can bolster their reputation with guest posts on industry-leading blogs, speaking at conferences, and by applying for awards.
Asha Keddy of Intel says: “5G will enable a fully-mobile and connected society — unleashing human and technological possibility, and fuelling business and financial opportunity.” As Adage puts it: “The arrival of 5G may also finally bring millions of rural consumers into the high-speed data lanes where marketers increasingly sell their products.
Of course, this brings up concerns of adverse effects on health and the environment from RF (radio frequency) radiation, the electromagnetic emissions produced by wireless phones, but that is a topic for another article.
Recently, Forbes reported that British Airways was slapped with a £183M fine for a data breach, and the hotel chain, Marriott, got stung for £99M after failing to protect the personal data of 339 million guests.
As Forbes points out: “In the United States, marketers have become so lax in their targeting practices that every one of us has to take several minutes a day to delete from our inbox – both professional and personal – the dozens of emails that are not relevant and clearly not welcome.”
As per QuanticMind: “These days, it’s expected that connected devices and technologies will unobtrusively, and sometimes stealthily, collect data on our vital functions, what we do, where we go, what we share, what we believe, what we buy, who we know, how we move and even what we eat.”
These epic posts are sometimes called 10X content or pillar content, which is basically content that provides a complete answer to any question a user may be searching for on a given topic.
Schema.org is a semantic vocabulary of tags that enables website owners to embed structured data on their web pages so that search engines can clearly understand, interpret and represent the content in response to a search query.
With almost 50% of all global Internet traffic now happening on mobile devices, the competition for these rich results is heating up, so we’ll see a lot of marketers focusing on leveraging structured data in 2020.
That being said, DuckDuckGo – a privacy-focused search engine founded in 2008 that has gained a niche popularity among privacy-minded users – has made some waves recently with its tagline “the search engine that doesn’t track you” because “search engines don’t need to track users to make money.”
But we are subject to the California Consumer Privacy Act (CCPA), which requires at least $25 million in annual revenue, and we are well above that.” In the spirit of online privacy (trend #33 above), while Google has become embroiled in data scandals such as the Cambridge Analytics fiasco, DuckDuckGo has meanwhile seen massive growth as it hit 1 billion searches in the month of January 2019:
Related Reading: How to Create the Ultimate Marketing Funnel (Templates Included) In 2020, we'll see brands tapping more into the potential of video and interactive content on social media to get attention, but they must follow it up by being authentic on their social channels, and by working hard to nurture a community of engaged, loyal followers.
As social media strategy consultant Neal Schaffer puts it: “If your business wants to survive in organic social media in 2020, I believe that this sort of humanization of your brand will be necessary.” This growth is unlikely to falter in the wake of Instagram removing likes from the platform.
From Social Media Today, here are some social media trends to keep an eye on: Dive Deeper: The Beginner’s Guide to Crafting a Highly Effective Social Media Strategy in 2019 Last, but certainly not least, we’ll dip our toes into one of the most wow-inspiring digital marketing trends of 2020: neuromarketing.
It is essentially designing marketing materials (including your website, ads, email campaigns and content) to evoke specific neurological reactions that trigger emotions or responses that are linked to purchasing.
The company combines biometrics, neurometrics and complex algorithms to analyze attention and emotion levels, effectively helping marketers figure out what content to focus on and what to avoid.
3 Big Reasons PR Needs More Than Media Monitoring
In my first PR role as a Junior Account Executive at a PR agency 16 years ago, media monitoring meant meticulously reading piles of newspapers and magazines and watching videotapes of the 6pm TV news bulletins for brand mentions of our clients (with a coffee or two, of course!).
This is how Meltwater came to be almost 20 years ago: A technology company setting out to transform media monitoring at a time when online coverage really took off. News can break from inside an aircraft on the other side of the world via a passenger from Melbourne using Twitter on their way to their overseas experience.
What we do need is a better way to monitor and measure our work faster, easier and more effectively. It is crucial that we continue to evolve our PR and communications strategies in a landscape that continues to be disrupted by technology (I’m all for ways to make our work life much easier!). We need to go beyond media monitoring to media intelligence and we too can take advantage of technology to do this, thanks to artificial intelligence.
I know you’re thinking you’ve heard all this before but I’m talking about a real-time solution that captures social media conversations as well as local and global media coverage across newspapers, magazines, paywall content, radio, TV, online and social, all in one place.
Over the years, I’ve used media intelligence to help create award submissions, brainstorm topics for opinion pieces, newsjacking opportunities, acquiring new PR agency clients, assess sponsorship proposals, research keywords for SEO and SEM and prevented an issue from turning into a crisis in the media/social media. PR and Communications professionals can take advantage of the power of AI to transform their strategy and use this for competitive advantage.
Automated Journalism – AI Applications at New York Times, Reuters, and Other Media Giants
Artificial intelligence in news media is being used in new ways from speeding up research to accumulating and cross-referencing data and beyond.
In this article we discuss several examples in which AI is being integrated into the newsroom, and we’ll aim to tackle the following three questions for our business and media industry readers: The following examples help to flesh out the directions that AI is taking in journalism, and the opportunities made available by it’s application.
With AI use-case examples from eight reputable publications (including The New York Times and Washington Post), we’ll aim to paint a picture of how journalism is changing, and we hope it’ll help you imagine the future of journalism in the next five years (and how your organization might adapt).
By searching through data in real time and extracting information based on requested categories, such as events, people, location and dates, Editor can make information more accessible, simplifying the research process and providing fast and accurate fact checking.
But the Times is experimenting with an AI solution which could transform comment moderation and extend the comment feature to more articles, hopefully allowing for cost-savings for NYT, and more engaging conversation for it’s readers The Perspective API tool developed by Jigsaw (part of Google’s parent company Alphabet) organizes reader’s comments interactively so that viewers can quickly see which ones they may find “toxic” and which may be more illuminating.
So if a journalist is looking for the latest stories on President Trump or articles associated with companies in the AI sector, Juicer quickly searches the web and provides a list of related content. Iain Collins of the BBC explains and demos the technology below in 3 minutes: In the not too distant future, Juicer may also be used to enhance the user experience by creating pop-up news facts when readers hover over certain words.
In 2016, Reuters partnered with semantic technology company Graphiq, to provide news publishers with a wide range of free interactive data visualizations across a spectrum of topics including entertainment, sports and news.
claims that by generating content (articles, reports, emails) with data from specific sports teams (or fantasy sports teams) it is able to kill two birds with one stone: First, the company draws in readers for longer sessions with customized, rich content (based on sports data).
NewsWhip’s analytics page advertises the following main capabilities: As well as tracking news stories, it can analyze a real or historical time period on any timescale scale between 30 minutes and 3 years and provide reporters with real time alerts or daily digests.
Sports, Automated Insights features a case study about it’s work with the Associated Press as well. AP isn’t writing long and thoughtful political commentary with the use of AI alone (and probably won’t be anytime soon), but the company does use Automated Insight’s “Wordsmith”
It’s uncertain whether this specific application of AI will be adopted for media consumption on a large scale, but it is clear that users will gravitate to low-friction ways of getting the information and entertainment they want, and Quartz would rather make the change proactively rather than reacting to it.
Although Quartz is still evaluating what its next steps will be, one idea is a newsroom bot created to assist journalists in their workflow by improving the way reporters can generate data and produce news stories for new media spaces.
To save time scrolling through or searching for news stories, the chatbot allows users to pick from US, UK and Australian version of Guardian News, choose from a 6am, 7am or 8am delivery time and it will deliver selected news stories everyday via Facebook Messenger.
What is clear for the present is that AI does have a place in the newsroom for helping to save time and money and increase speed and efficiency to help human journalists keep up with the ever-expanding scale of global news media.
- On 26. februar 2021
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