AI News, Machine Learning API

Machine Learning API

With the rise of Social Media internet users became able to easily express and share their opinions about companies, products, services, events etc.

In addition it can be used to detect whether the posts are objective or subjective, what is the natural language of the posts and whether the posts were written by a man or woman.

In addition it can be used to detect whether the posts are objective or subjective, what is the natural language of the posts and whether the posts were written by a man or woman.

Social media marketing

Social media marketing is the use of social media platforms and websites to promote a product or service.[1]

Most social media platforms have built-in data analytics tools, which enable companies to track the progress, success, and engagement of ad campaigns.

Companies address a range of stakeholders through social media marketing, including current and potential customers, current and potential employees, journalists, bloggers, and the general public.

When using social media marketing, firms can allow customers and Internet users to post user-generated content (e.g., online comments, product reviews, etc.), also known as 'earned media,' rather than use marketer-prepared advertising copy.

The ability to rapidly change buying patterns and product or service acquisition and activity to a growing number of consumers is defined as an influence network.[5]

Social networking sites and blogs allow followers to 'retweet' or 'repost' comments made by others about a product being promoted, which occurs quite frequently on some social media sites.[6]

Mobile phone usage is beneficial for social media marketing because mobile phones have social networking capabilities, allowing individuals immediate web browsing and access to social networking sites.

Mobile phones have grown at a rapid rate, fundamentally altering the path-to-purchase process by allowing consumers to easily obtain pricing and product information in real time[11]

Mobile devices have become increasingly popular, where 5.7 billion people are using them worldwide[13], and this has played a role in the way consumers interact with media and has many further implications for TV ratings, advertising, mobile commerce and more.

Mobile media consumption such as mobile audio streaming or mobile video are on the rise – in the United States, more than 100 million users are projected to access online video content via mobile device.

in this sense the social media is a relatively inexpensive source of market intelligence which can be used by marketers and managers to track and respond to consumer-identified problems and detect market opportunities.

However, Apple promptly issued a statement saying that the problem was extremely rare and that the company had taken several steps to make the mobile device's case stronger and robust.

Unlike traditional market research methods such as surveys, focus groups, and data mining which are time-consuming and costly, and which take weeks or even months to analyze, marketers can use social media to obtain 'live' or 'real time' information about consumer behavior and viewpoints on a company's brand or products.

Social media can be used not only as public relations and direct marketing tools but also as communication channels targeting very specific audiences with social media influencers and social media personalities and as effective customer engagement tools.[15]

Technologies predating social media, such as broadcast TV and newspapers can also provide advertisers with a fairly targeted audience, given that an ad placed during a sports game broadcast or in the sports section of a newspaper is likely to be read by sports fans.

Using digital tools such as Google Adsense, advertisers can target their ads to very specific demographics, such as people who are interested in social entrepreneurship, political activism associated with a particular political party, or video gaming.

It would be hard for a TV station or paper-based newspaper to provide ads that are this targeted (though not impossible, as can be seen with 'special issue' sections on niche issues, which newspapers can use to sell targeted ads).

For example, an athlete who gets endorsed by a sporting goods company also brings their support base of millions of people who are interested in what they do or how they play and now they want to be a part of this athlete through their endorsements with that particular company.

At one point consumers would visit stores to view their products with famous athletes, but now you can view a famous athlete's, such as Cristiano Ronaldo, latest apparel online with the click of a button.

According to Constantinides, Lorenzo and Gómez Borja (2008) 'Business executives like Jonathan Swartz, President and CEO of Sun Microsystems, Steve Jobs CEO of Apple Computers, and McDonalds Vice President Bob Langert post regularly in their CEO blogs, encouraging customers to interact and freely express their feelings, ideas, suggestions, or remarks about their postings, the company or its products'.[15]

Modi employed social media platforms to circumvent traditional media channels to reach out to the young and urban population of India which is estimated to be 200 million.

In the context of the social web, engagement means that customers and stakeholders, such as consumer advocacy groups and groups that criticize companies (e.g., lobby groups or advocacy organizations) are active participants rather than passive viewers.

Social media use in a business or political context allows all consumers/citizens to express and share an opinion about a company's products, services or business practices, or a government's actions.

Each participating customer or non-customer (or citizen) who is participating online via social media becomes part of the marketing department (or a challenge to the marketing effort), as other customers read their positive or negative comments or reviews.

With the advent of social media marketing, it has become increasingly important to gain customer interest in products and services, which can eventually be translated into buying behavior (or voting or donating behavior in a political context).

The first is proactive, regular posting of new online content (digital photos, digital videos, text) and conversations, as well as the sharing of content and information from others via weblinks.

Traditional media such as TV news shows are limited to one-way interaction with customers or 'push and tell' where only specific information is given to the customer with few or limited mechanisms to obtain customer feedback.

Traditional media such as paper newspapers, of course, do give readers the option of sending a letter to the editor, but this is a relatively slow process, as the editorial board has to review the letter and decide if it is appropriate for publication.

The use of social networking sites in his marketing campaign gave Barack Obama's campaign access to e-mail addresses, as posted on social network profile pages.

By encouraging their customers to give feedback on new product ideas, businesses can gain valuable insights on whether a product may be accepted by their target market enough to merit full production, or not.

In addition, customers will feel the company has engaged them in the process of co-creation—the process in which the business uses customer feedback to create or modify a product or service the filling a need of the target market.

According to research done by Visible Measures, the Kony 2012 short film became the fastest growing video campaign, and most viral video, to reach 100 million views in 6 days followed by Susan Boyle performance on Britain's Got Talent that reached 70 million views in 6 days.[30][31]

One of the main purposes of employing social media in marketing is as a communications tool that makes the companies accessible to those interested in their product and makes them visible to those who have no knowledge of their products.[33]

While platforms such as Twitter, Facebook, and Google+ have a larger number of monthly users, the visual media sharing based mobile platforms, however, garner a higher interaction rate in comparison and have registered the fastest growth and have changed the ways in which consumers engage with brand content.

Instagram has an interaction rate of 1.46% with an average of 130 million users monthly as opposed to Twitter which has a .03% interaction rate with an average of 210 million monthly users.[35]

To this end, companies make use of platforms such as Facebook, Twitter, YouTube, and Instagram to reach audiences much wider than through the use of traditional print/TV/radio advertisements alone at a fraction of the cost, as most social networking sites can be used at little or no cost (however, some websites charge companies for premium services).

This has changed the ways that companies approach to interact with customers, as a substantial percentage of consumer interactions are now being carried out over online platforms with much higher visibility.

Customers can now post reviews of products and services, rate customer service, and ask questions or voice concerns directly to companies through social media platforms.

To both this aim and to fix the public's perception of a company, 3 steps are taken in order to address consumer concerns, identifying the extent of the social chatter, engaging the influencers to help, and developing a proportional response.[39]

Due to spread of spam mail sent to job seeker, leading companies prefer to use LinkedIn for employee's recruitment instead using different a job portal.

WhatsApp was founded by Jan Koum and Brian Acton.WhatsApp joined Facebook in 2014, but continues to operate as a separate app with a laser focus on building a messaging service that works fast and reliably anywhere in the world.WhatsApp started as an alternative to SMS.

Bernstein, who currently has one and a half million followers on Instagram, and whose 'outfit of the day' photos on Snapchat get tens of thousands of screenshots, explained that for a lot of her sponsored posts, she must feature the brand in a certain number of posts, and often cannot wear a competitor's product in the same picture.

Founder of Instagram Kevin Systrom even went to Paris Fashion week, going to couture shows and meeting with designers to learn more about how style bloggers, editors, and designers are currently dominating much of the content on his application.[63]

In fact, Thomas Rankin, co-founder and CEO of the program Dash Hudson, stated that when he approves a blogger's Instagram post before it is posted on the behalf of a brand his company represents, his only negative feedback is if it looks too posed.

Another option Instagram provides the opportunity for companies to reflect a true picture of the brandfrom the perspective of the customers, for instance, using the user-generated contents thought the hashtags encouragement.[65]

Other than the filters and hashtags functions, the Instagram's 15-second videos and the recently added ability to send private messages between users have opened new opportunities for brands to connect with customers in a new extent, further promoting effective marketing on Instagram.

It is also estimated that Snapchat users are opening the application approximately 18 times per day, which means users are on the app for about 25-30 minutes per day.

Promotional opportunities such as sponsoring a video is also possible on YouTube, 'for example, a user who searches for a YouTube video on dog training may be presented with a sponsored video from a dog toy company in results along with other videos.'[67]

Because ads can be placed in designated communities with a very specific target audience and demographic, they have far greater potential for traffic generation than ads selected simply through cookie and browser history.[69]

The ability to redirect large volumes of web traffic and target specific, relevant audiences makes social bookmarking sites a valuable asset for social media marketers.

Companies that recognize the need for information, originality/ and accessibility employ blogs to make their products popular and unique/ and ultimately reach out to consumers who are privy to social media.[72]

Through the influence of opinion leaders, the increased online 'buzz' of 'word-of-mouth' marketing that a product, service or companies are experiencing is due to the rise in use of social media and smartphones.

Marketers target influential people on social media who are recognised as being opinion leaders and opinion-formers to send messages to their target audiences and amplify the impact of their message.

A social media post by an opinion leader can have a much greater impact (via the forwarding of the post or 'liking' of the post) than a social media post by a regular user.

By having an OL or OF support a brands product by posting a photo, video or written recommendation on a blog, the following may be influenced and because they trust the OL/OF a high chance of the brand selling more products or creating a following base.

The sender/source gives the message to many, many OL's/OF's who pass the message on along with their personal opinion, the receiver (followers/groups) form their own opinion and send their personal message to their group (friends, family etc.) (Dahlen, Lange, &

In contrast with pre-Internet marketing, such as TV ads and newspaper ads, in which the marketer controlled all aspects of the ad, with social media, users are free to post comments right below an online ad or an online post by a company about its product.

Companies are increasing using their social media strategy as part of their traditional marketing effort using magazines, newspapers, radio advertisements, television advertisements.

Since in the 2010s, media consumers are often using multiple platforms at the same time (e.g., surfing the Internet on a tablet while watching a streaming TV show), marketing content needs to be consistent across all platforms, whether traditional or new media.

A flash poll done on 1225 IT executives from 33 countries revealed that social media mishaps caused organizations a combined $4.3 million in damages in 2010.[98]

The top three social media incidents an organization faced during the previous year included employees sharing too much information in public forums, loss or exposure of confidential information, and increased exposure to litigation.[98]

With the invention of social media, the marketer no longer has to focus solely on the basic demographics and psychographics given from television and magazines, but now they can see what consumers like to hear from advertisers, how they engage online, and what their needs and wants are.[105]

The general concept of being ethical while marking on social network sites is to be honest with the intentions of the campaign, avoid false advertising, be aware of user privacy conditions (which means not using consumers' private information for gain), respect the dignity of persons in the shared online community, and claim responsibility for any mistakes or mishaps that are results of your marketing campaign.[106]

While it is ethical to use social networking websites to spread a message to people who are genuinely interested, many people game the system with auto-friend adding programs and spam messages and bulletins.

is quietly working on a new advertising system that would let marketers target users with ads based on the massive amounts of information people reveal on the site about themselves.[108]

Individuals who agree to have their social media profile public, should be aware that advertisers have the ability to take information that interests them to be able to send them information and advertisements to boost their sales.

Popular social media such as Facebook, Twitter, LinkedIn, and other social networks can provide marketers with a hard number of how large their audience is nevertheless a large audience may not always translate into a large sales volumes.

There has been an increase in social media marketing in sport, as sports teams and clubs recognise the importance of keeping a rapport with their fans and other audiences through social media.[116]

5 Ways You Can Influence Consumer Purchasing Decisions: New Research

Are you wondering whether social media has any real impact on consumer purchasing decisions?  Do you sometimes question the potential of social media marketing?

In this article I’ll share five ways you can adjust your social media tactics to improve your brand’s influence on consumer purchasing decisions.

recent Gallup poll published in the State of the American Consumer report indicates that despite the tremendous number of Americans using social media platforms, only 5% say those platforms have a great deal of influence on their purchasing decisions.

Time and again, research has shown that consumers use social media primarily to connect with family and friends, follow trends and find product reviews or information.

The only way to motivate your social media audience and convert them into customers is to change the conversation and engage fully with your existing audience—you have to inspire them to advocate on your behalf.

The Gallup poll I mentioned in the previous section shows that Millennials in particular—a key social media audience—aren’t easily influenced by social media.

To influence Millennials via social media, companies have to understand how that demographic consumes information, and then identify how to deliver a marketing message that appeals to them.

While it’s easier for some industries to leverage both offline and online customer engagement, the key is to understand your brand’s emotional connection with consumers and act upon it.

Here’s an example of how ADT uses their Facebook page to talk with consumers not at them: Notice how this post focuses on an issue that is highly personal, and literally close to home for American homeowners.

The lesson for businesses (especially larger corporate brands) is to back off from hard-sell techniques and focus on open dialogue with consumers.

Within that community, you’ll likely find some members who are more engaged and helpful than others—they consistently go the extra mile to help other customers solve their problems.

Over to You If you’ve been using social media marketing for even a short period of time, you’ve likely realized that consumers are good at tuning out brand-related content on Facebook and Twitter.

To Keep Your Customers, Keep It Simple

Marketers see today’s consumers as web-savvy, mobile-enabled data sifters who pounce on whichever brand or store offers the best deal.

The single biggest driver of stickiness, by far, was “decision simplicity”—the ease with which consumers can gather trustworthy information about a product and confidently and efficiently weigh their purchase options.

In stores, shelf labels list key technical attributes, such as megapixel rating and memory, and provide a QR code that takes consumers to a mobile version of the brand’s website, where they can dig more deeply into product specifications.

User reviews and ratings are front and center there, and a navigation tool lets consumers quickly find reviews that are relevant to their intended use of the camera (family and vacation photography, nature photography, sports photography, and so on).

The highly detailed information Brand A provides at every step on the purchase path may instruct the consumer about a given camera’s capabilities, but it does little to facilitate an easy decision.

Brand B simplifies decision making by offering trustworthy information tailored to the consumer’s individual needs, thus helping her traverse the purchase path quickly and confidently.

Our study found that the best tool for measuring consumer-engagement efforts is the “decision simplicity index,” a gauge of how easy it is for consumers to gather and understand (or navigate) information about a brand, how much they can trust the information they find, and how readily they can weigh their options.

Shifting the orientation toward decision simplicity and helping consumers confidently complete the purchase journey is a profound change, one that typically requires marketers to flex new muscles and rethink how they craft their communications.

The processes of aiding navigation, building trust, and making it easier to weigh options often happen simultaneously, or at least aren’t strictly linear, but for clarity we’ll discuss them separately below.

Often what a consumer needs is not a flashy interactive experience on a branded microsite but a detailed exchange with users about the pros and cons of the product and how it would fit into the consumer’s life.

One electronics company has gathered data from four major sources—social media monitoring, ad-effectiveness and campaign-tracking information, clickstream analysis, and individual consumer surveys—to identify common purchase paths.

It studies the resulting maps to determine the volume of traffic on various paths, which paths inspire the most confidence, which touchpoints are best suited to conveying which types of messages, and at what points consumers lose confidence or defect.

Certain auto manufacturers, retailers, and travel brands have been sifting through consumer search data to learn how search terms and the type of search platform (say, mobile versus desktop) indicate consumer intent and position on the path.

They’ve found, for example, that 70% of those using a mobile device to search are within a few hours of making a purchase, whereas 70% of those using a desktop are roughly a week away.

Someone who searches a general term like “luxury sedans” is at an early stage compared with someone who searches a specific phrase like “BMW vs Audi.” Decision-simplicity marketers would guide the former to the latest auto reviews for their sedans and the latter to an enthusiastic owner community.

If the late-phase consumer was using a mobile device (indicating that he was probably out and about), the search engine would serve up a paid link to a dealer locator with a click-to-call feature that enabled him to easily set up a test drive.

This takes the complicated world of teen clothing and accessories—a world fraught with danger from shifting trends and overwhelming choice—and simplifies it, by showcasing fashionable peers who offer trustworthy guidance.

Neither retailer requires that the haulers show only brands purchased at its store, and the haulers are transparent about their links to the companies (Penney, for instance, gives its star haulers gift cards).

Although a consumer can sort them according to a few characteristics—“flavor experience,” “dentist inspired,” “fresh breath,” “classic”—there’s little to help her figure out which features are most important to her and which paste is her best choice.

One-click questions about hair type, length, and texture (straight, short, fine, thick) and other needs (color treatment, volume) allow the visitor to rapidly sort through more than three dozen offerings to find the ideal one.

ShoeDazzle.com and JustFab.com—clubs for shoe lovers—collect “personality” information on each member, such as favorite fashion icons and general shoe preferences (heel size, color, and so on) and tailor suggestions accordingly.

The Spanish bank BBVA makes personalized recommendations for financial products after assessing individual consumers’ spending behavior—as reflected in credit card histories and questionnaires—and comparing that behavior with the spending of peers.

They can find reviews written by friends or family by connecting to Facebook or Twitter—TurboTax encourages customers to post on either site when they’ve completed their taxes, and the postings constitute what are in effect consumer-generated, highly trusted banner ads.

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