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Digital Strategies to put in your 2019 Marketing Plan

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While there are many digital strategies for marketers, the ones that stand out, are rare the ones remembered. Your clients want to use the tried and true, but they always ask for the “innovative” tactic every year. However, innovative needs to provide ROI. Here are a few strategies (that don’t have the word blockchain in the title) that will be influencing your audiences, and stealing eyeballs. These strategies have been effective for several years, and will be for several more. I recommend you provide your clients with some of the solutions below:

  • Voice activated strategies

  • Influencer marketing

  • Artificial Intelligence (AI)

  • Live Video marketing

voice

Voice Search

When you talk about change in digital marketing, search has got to be the most chaotic aspect of it all. The “Google algorithm updates” alone have kept marketers awake at night. Now with the entrance of Alexa and Google Home, search has taken on a whole new perspective. Voice search is rapidly gaining acceptance among consumers. Although still in its infancy, voice search is making a huge impact in how we get information, how we purchase products, and how we interact with our environment (home control). See how Merck is Alexa to interact with their patients.

60% of people have started using voice search within the last year.

Planning Ahead

According to ComScore, at least half of all searches will be made via voice query by 2020. That’s not so far away. And it doesn’t mean that we should ignore traditional SEO, either.

The rise in instant answers without search results will continue

You’re going to see a continual rise in instant answers. What is happening is that when a lot of these voice and conversational search queries are coming through, they tend to be longer, and they tend to be seeking out an answer that a device can quickly give you a direct answer to. Things like, what I placed here, and this requires some logic and some understanding from the machines, some contextual understanding, but it’s not that challenging, and the machines are doing a good job of this.

influencer

Influencer Marketing

Influencer marketing as a strategy has been growing in popularity for the past few years, but new and different types of brands are now starting to take notice. By using social media listening tools a marketer can identify individuals that will help a brand get the word out. There is a defined process to identifying these influencers, and understanding the online conversation around your brand is vital to choosing the right online influencer.

85% of consumers trust online reviews as much as personal recommendations – BrightLocal Survey

influencer

84% of marketers planned on executing at least one influencer marketing campaign during 2017 – Inc.com

ai

Artificial Intelligence (AI)

AI is not new – in fact, you probably already interact with marketing AI when you see ads in search results and on social media. And, 57% of marketers already use AI. However, the use of AI for marketing is only going to grow as the technology improves. 

ai

Examples of AI in Marketing

  • Chatbots
    Chatbots designed to serve one or more purposes to the customers. For example, a chatbot operating in a chat screen of a website, or a bot operating in any social networking website’s chatbox. National Geographic lets you chat with Albert Einstein on Facebook messenger to raise awareness of the launch of its new original series Genius that dissects the psyche of the physicist Albert Einstein.
  • Data analysis
    One of the most useful examples of AI in marketing is data analysis. These days you don’t have to guess what will work for what audience. There are thousands of data points attached to the target audience that can be accurately analysed by bots to understand which message is going to appeal to whom.

AI closes the gap by moving far past human limitations to consume and analyze data on a scale no human can. The “intelligence” in artificial intelligence is the ability to think independently, to grow more knowledgeable from being exposed to more information and to adapt and adjust when things change.

  • Recommendations/content curation
    Predictive analytics allows Netflix to surface and finesse recommendations. This kind of clustering algorithm is continually improving suggestions, allowing users to make the most of their subscription.Uniting information from diverse datasets is a common use of AI.Under Armour is one of the many companies to have worked with IBM’s Watson. The sports apparel company combines user data from its Record app with third-party data and research on fitness, nutrition etc.The result is the ability for the brand to offer up relevant (personalized) training and lifecycle advice based on aggregated wisdom.
  • Content Generation
    A significant portion of sports and finance related articles are already written by machines, not humans. With AI marketing, this trend is poised to spread throughout various other industries. Finance and sports are traditionally numbers-heavy industries, which makes it easy for AI programs to understand the data and translate it into human-readable articles.
    A creative solution would be providing thoughtful answers in real time to customers. Check out Google Duplex coming soon.

google ai

In 2017, marketing platforms collected and stored information such as site usage, browsing patterns, search history and content preferences to create customer profiles and behavior marketing strategies that help marketers create custom messages to address these prospects. But the next step is even more exciting.

Consider These Stats and Facts

live video

Live Video, because it’s Live – Instant Gratification

Like AI, live video is nothing new, but it’s growing exponentially. Everyone wants a piece of Facebook Live.

And, it isn’t just popular with marketers. People love watching live video too. In fact, 80% of users said they’d rather watch a live video than read a blog post, while according to Facebook, live video gets 3x more views.

Here are a few tips for getting started with live video:

  1. Use live video at events to give followers a behind-the-scenes look at the event.
  2. Show off holiday displays and sales in live video.
  3. Use live video to introduce your followers to your employees.
  4. Advertise an exclusive sale or promotion to anyone who watches your live video.

Consider These Stats and Facts

  • The $127 billion autonomous vehicle market is being driven by AI. That’s how much the self-driving car market is expected to be worth worldwide by 2027
  • 76% of smart home speaker users conduct local searches at least once a week—with 53% performing daily searches
  • Live video is more appealing to brand audiences: 80% would rather watch live video from a brand than read a blog, and 82% prefer live video from a brand to social posts.

How AI is changing Business: A look at the limitless potential of AI 

Alexa and Google Home may be the Voice of Reason

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The popularity of Alexa and Google Home are making voice technology a game changer in our daily lives and marketing opportunities. That voice in your head may soon turn on your toaster oven. As the IoT (Internet of Things) makes it’s way into our lives, even the simplest of tasks may be controlled by our voice commands. Whether this is a fad or the way of the future does not matter, it is coming – it’s here. Voice technology and digital assistants are about to change our lives.
girl speaking

Voice technology and digital assistants have crossed paths in the form of Alexa and Google Home. This past holiday has sealed the fate of our desire for robots. I think because it provides a feeling  superiority, being able to tell another object to do something, and it understands, and it performs that task. While voice commands and digital assistants have a long way to go, they have made big leaps with machine learning. 

voiceBe my friend

All the advances in AI mean that the possibilities of a voice-activated world are finally becoming a reality, according to Speak Easy, a study conducted by J. Walter Thompson, Kantar and Mindshare. The emotional attachment to new people albeit, a mechanical robot is real. A recent study suggested that people will become more emotionally attached to their assistants as advances in machine learning continue. “As people, we crave intimacy, and the ability to forge more personal connections through voice is very apparent,” says Ida Siow. “A third of regular voice users in Singapore have admitted to having a sexual fantasy about their voice assistant, which demonstrates just how easy it is to anthropomorphize this form of AI technology. It’s just easier to connect with voice.”

Marketing a Voice

So what does this mean for companies looking to tap into the voice business? It could be a $50 billion a year market by 2020. According to comScore, 200 billion searches per month will be done with voice by 2020. This creates a $50+ billion per year market opportunity around voice search. As demand for voice intensifies, so will the demand for accessories, devices for the Home, ad revenue, and shopping opportunities (which Amazon already owns the space.)

The Speak Easy study also stated that “…when people voiced a question involving a brand name, their brain activity showed a significantly stronger emotional response compared to people typing that same question.” Ida continues.

“There is no doubt that voice builds emotional affinity, and a resounding 72% of users wanted brands to have unique voices and personalities for their apps. The implication for brands is huge – it’s no longer just about right time, right message, right place – brands need to ensure they are developing the right voice too.”

voice market

Future Me

So, where does this all lead us in the future of voice? Here’s what some of the digital minds of today think about voice? 

Peter T. Boyd, President & Founder of PaperStreet

“Star Trek style full conversations where the computer interacts with the user and can control technology. Everyone can have a personal assistant to get routine tasks done, items purchased, calculations made, and control devices in your office, home and car. With that will be security concerns in being able to mimic voices and break-into various devices, but they can probably be overcome with additional security in other ways (pass codes or other body signatures).”

Others are not so optimistic. Steve Kovach says it’s time to admit digital assistants are overrated:

“The hype around digital assistants is real. But for now, it’s just that. Hype. And it’s arguably the more overrated than any other emerging technology…digital assistants have turned into a fragmented mess and they’re all little more than a minor convenience, assuming they work at all.”

Regardless of whether you think it’s a fad or a mainstay in the populous, it is on the way. What might be the practical use of voice commands now?

commands lifeTop tasks voice controls are made for:

  • Voice will be a primary interface for the connected home, providing a natural means to communicate with alarm systems, lights, kitchen appliances, sound systems and more, as users go about their day-to-day lives.
  • Major cars on the market will adopt intelligent, voice-driven systems for entertainment and location-based search, keeping drivers’ and passengers’ eyes and hands free.
  • Audio and video entertainment systems will count on naturally spoken voice for content discovery to match the multitude of ways users think about content. (This can already be seen in products like the new Apple TV, which rejects any apps whose core functionality doesn’t support the voice-controlled Siri remote.)
  • Small-screened and screenless wearables will continue their upward climb in popularity, requiring smooth, fluid means of operation as more and more users expect better and better results.

It is expected that voice-controlled devices will also dominate workplaces that require hands-free mobility, such as hospitals, warehouses, laboratories and production plants. As far as I’m concerned, the next big advancement in voice is being able to have a conversation.

Final conversation

Having a conversation with digital assistants will not be easy with so many variations in language, pauses and pronunciations, but this is no doubt the holy grail for Amazon and Google. Amazon wants you to have long, real conversations with Alexa. The e-tail giant recently released new tools to app developers that allow Alexa to whisper, show emotion and pause naturally, like we humans do. And that’s just the start, says Rohit Prasad, Amazon’s head scientist for Alexa, who is playing a key role in the retailer’s efforts in artificial intelligence for Alexa—using computers to converse with us.

The roadmap is set, but the opportunities are wide open. It’s time to get on board with voice. if you want to know how to ramp up, wait for our next post – “OK People, create your voice commands!”

 

On the lighter side….

A robot is taking your job, not immigrants

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robot jobsThe rise of the robots may indeed be in our future as they take more and more of our jobs, but what is the impact? And when will this happen?  We have been told the last few months that immigrants are taking our jobs. I’m not sure what details the current administration is looking at because it’s pretty evident, that it won’t be immigrants, it will be Artificial Intelligence (AI). Yes robots taking our jobs.

47% of jobs

The odds are high, according to recent economic analyses that 47 percent of all U.S. jobs will be automated “in a decade or two,” as the tech-employment scholars Carl Frey and Michael Osborne have predicted. That’s because artificial intelligence and robotics are becoming so good that nearly any routine task could soon be automated. Robots and AI are already transporting products around Amazon’s huge shipping centers, and diagnosing lung cancer more accurately than humans.

According to Business Insider, Amazon already has 45,000 robots working in their warehouses. How could government overlook this reality? It’s not a sci-fi movie. It’s happening now! And as you’ve probably seen Google’s driverless cars in the news. We are not just building robots, we are building “thinking machines.” Machines that can make cognitive decisions. Essentially, cognitive computing “refers to computing that is focused on reasoning and understanding at a higher level, often in a manner that is analogous to human cognition — or at least inspired by human cognition,” says Lynne Parker, director of the division of Information and Intelligent Systems for the National Science Foundation. With all that said, Amazon announced that they will add 30,000 part time jobs in the year 2017. Mostly warehouse and customer service. I think the point there is that there is a shift in future services needed – future jobs.

“Amazon announced that they will add 30,000 part time jobs in the year 2017.”

Facts and predictions

  • Pew Research Center reports that immigrants make up 13 percent of the population and 17 percent of the workforce, but their employment patterns contrast with those of their U.S.-born counterparts across industries and states.
  • Price Waterhouse Cooper reported that 38 percent of jobs in the U.S. are at high risk of being replaced by robots and artificial intelligence over the next 15 years.
  • “By 2021 a disruptive tidal wave will begin. Solutions powered by AI/cognitive technology will displace jobs, with the biggest impact felt in transportation, logistics, customer service and consumer services,” said Forrester’s Brian Hopkins in the report.

intelligent robots

Intelligent robots

These robots, or intelligent agents, represent a set of AI-powered systems that can understand human behavior and make decisions on our behalf. Current technologies in this field include virtual assistants like Alexa, Cortana, Siri and Google Now as well as chatbots and automated robotic systems. For now, perform simple tasks, but over the next five years they will become much better at making decisions on our behalf in more complex scenarios, which will enable mass adoption of breakthroughs like self-driving cars and personal assistants.

As we become comfortable with advanced technology, so it will replace us. But we are an adaptable species and will figure it out. However, it would be helpful if our government provides us the tools and education to stay ahead and not back in the coal mining days.

 

Google is in deep with Artificial Intelligence

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DeepMind is a Google owned company dedicated to making computers that think and act like humans. Artificial Intelligence (AI) is expanding and evolving at a fast pace, much do to big investments.

google deepmind
Robot Evolution

Google is serious about AI as can be seen by its show of big announcements in recent weeks — the improved Google Translate machine learning tricks, its voice-controlled speaker system Home, and their new smartphone line Pixel (which is equipped with the virtual Assistant). All this is evidence of their dedication to the science of artificial intelligence. But now Google has ramped up its investments in what’s known as “deep learning”. In 2012, Google had two deep-learning projects underway. Today, Google has more than 1,000 deep-learning projects in every major product category, including search, maps, translation, and self-driving cars.

google deepmind

Digital Trends says that deep learning refers to a kind of AI that enables software to train itself to perform tasks, like speech and image recognition. The algorithms behind this kind of AI have been around since the 1980s and 1990s, Fortune reports, but it’s only in recent years that technology companies have been able to harness its true potential thanks to the explosion of easily accessible big data. Google launched its deep-learning project Google Brain in 2011, and in 2014 it bought DeepMind, a pioneering reinforcement learning program that’s been shattering AI landmarks in gameplay this year.

“Deepmind has also invested in healthcare and now has up to 40 employees.”

The expansion of DeepMind Health comes as the company looks to do increasing amounts of work with the NHS. The company has announced three NHS partnerships so far, including an eyecare project, a kidney monitoring project and a cancer detection project. None of the projects hold any commercial value for DeepMind but the company eventually plans to start charging the NHS and others for access to its products and services.

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