Digital Marketing

 AI is everywhere these days. It powers our personal assistants like Siri, Alexa, and Google Home, prevents credit card fraud, and even successfully overturns parking fines. With each passing month, AI becomes ever more integral to our world. Last week we learned how AI is changing the job of designers.  But the impact goes further than that. Advertising and marketing are at the fore in terms of partnering with digital creative agencies to find unique uses for the technology. In fact, AI is transforming digital marketing in many ways from machine learning to building custom content.  AI is a relatively broad term that encompasses a number of approaches to building computer systems that can ‘think’ and perform tasks as well as, or in some cases better, than humans. Here's a look at five of the applications for AI that are already revolutionizing digital marketing. 

Artificial intelligence (AI) used to be a concept for science fiction. Now, it’s a part of everyday life. It has become so widely integrated into basic technology that it seems it will eventually take human jobs. While that may sound alarming, there’s actually a lot of opportunities here, especially for web designers. Artificial intelligence has taken on a role quite like J.A.R.V.I.S. in the Iron Man movies — as an assistant. With the help of AI, web designers can achieve layouts and include tech that isn’t only beautiful, but functional as well. Artificial intelligence is actively changing the role of designers by shifting their thought processes. If AI is doing all the groundwork for designers, it allows designers to think beyond the basic. It gives them the freedom to think about what’s next. These next five points will help you understand how artificial intelligence is changing the roles and responsibilities of a web designer. Let’s dive in!

Facebook marketing and advertising have a lot to learn from SEO, and vice versa. When integrated, Facebook and SEO strategies can be a powerful combination, though it might not be obvious at first glance. Here are some tips for synergizing Facebook and SEO to create more powerful results for your IMC campaigns. 

Think Beyond Marketing Silos

Six years ago analyst firm Forrester published a report showing that 86% of marketers see an integrated campaign as crucial to their success. A siloed approach to social media, content, paid search and organic search can end up feeling disjointed. As two of the bigger components of an omnichannel approach, integrating Facebook and SEO makes sense as a marketing priority. It’s important that social media, content, and search teams are not only briefed on each other’s activities but working together. An integrated team approach will improve marketing results, and probably save you some money too. When brands don’t connect all the different elements of their marketing strategies, they miss out on the potential to engage their audience from multiple angles. Facebook and SEO can work hand in hand when you're using communication as a basis for consistency. (If you're still planning your overall SEO strategy, there's more about SEO in 2018 here.)

Evaluate The Opportunity

B2B digital transformation demands a lot of businesses. Rapidly evolving technology has forced companies to adapt quickly without always knowing the outcomes. For B2B marketers and new entrepreneurs, it's important to understand not only the definition of terms like IoT and blockchain. We need to understand how they may impact businesses in the near future.  G2 Crowd, the world’s largest B2B software and services review site, has identified digital trends that look beyond buzzwords and industry jargon. AI, blockchain, and IoT are actual tools driving change in today’s technological landscape. In this post we turned to Aaron Walker, Senior Research Specialist for G2 Crowd focusing on software development and cyber security technologies, to help walk us through how these technologies work.    

What is B2B Digital Transformation? 

The term “digital transformation” can mean a lot of things. The trends outlined here are classified across AI, digital platforms, and IoT-related concepts. Integrating new technology related to these trends is not a simple process. Companies and managers must identify the proper fit in order to complement their business’s operations, strategies, and objectives. It’s easy to get distracted by AI-powered tools or blockchain-based applications, but the tools' actual benefits depend entirely on successful adoption. Powerhouse corporations like GE are already demonstrating ideal digital transformation practices. While their stock value took a hit, earning the title of worst performing stock of 2017 and losing about 40 percent of its value, the company appears to be successfully evolving to focus on the future by investing in AI and IoT.  Despite being well over a century old, GE exemplifies the prototypical example of enterprise-scale digital transformation. The company has embraced SaaS-based subscription models to help bridge a gap between industrial markets and emerging technologies. Predix, their new digital platform, is linking commercial appliances and manufacturing endpoints to IoT automating the supply chain and driving greater efficiency for the organization. 

Where does Artificial Intelligence fit in?

Artificial intelligence has been changing the landscape of our world since its introduction in the 1950's. It has already made a significant impact in tech industries. Now it's now permeating across verticals ranging from medicine to education.  One sector that has made significant advancements with the aid of artificial intelligence is the online translation industry. In fact, AI is impacting translation in a multitude of ways. This is of importance to marketers who are facing increasingly demands for multi-lingual campaigns.  You may already have an idea of this. If you’ve ever translated a phrase or a sentence using a program like Google Translate, you’ve encountered a form of artificial intelligence. As AI transitions from the more rigid, rule-oriented Narrow AI to the human-like AI of Deep Learning more complex processes like eLearning translation and intuitive machine translation are happening faster and more accurately than ever. Here are the ways in which AI is impacting translation and why it will be a fixture well into the future: 

[caption id="attachment_13886" align="alignright" width="200"]mobile-first indexing Chad Crowe of Techwood Consulting provides tips on mobile-first indexing.[/caption] One way Google matches people’s search queries with the content they are seeking is by indexing the pages on a website. Indexing happens when Google sends its robots to crawl your site. What the robots find is one factor that affects the placement of your website in search engine results pages. Mobile-first indexing could impact your business and you need to know how to prepare for this change. The majority of web searches are done on mobile phones," says Chad Crowe with Atlanta-based Techwood Consulting, a digital consultancy with core competencies in organic and paid search. "Because of this Google has announced that they are going to move to mobile-first indexing. By taking a mobile-first approach, Google’s robots crawl the mobile version of your site first before crawling the desktop version." This change is expected to be rolled out this year. Google has already begun testing mobile-first indexing with a limited number of websites. If you use the internet to reach new customers, mobile-first indexing matters to you.

How Mobile-First Indexing Will Affect Your Business

[caption id="attachment_13803" align="alignright" width="272"] Visit KarlJesper.com for info about SEO and other marketing strategies.[/caption] We don't normally post this kind of thing, but Karl Jesper is a pretty stand up guy and these look like a great set of tools. Crush it in 2018 with the Ultimate Marketers Toolkit! Click...