How to use new technologies to enhance your marketing strategy
Technology advancements are touching and revolutionizing almost every industry today. In this fast-paced world, marketers that ignore these changes run the risk of being left behind.
According to a report by CMI, 63% of businesses have no documented marketing strategy. Given that there are 3.7 billion global users, businesses need to create a streamlined process of planning, creating, distributing, publishing, and sharing the content they create.
Here are some trending technologies that can help marketers boost their content marketing strategy:
A technology that has given birth to an entirely new content marketing landscape, Artificial Intelligence (AI) helps businesses streamline the process of content overload. As a technology that can mimic the cognitive thinking that goes on in a human’s mind, AI helps marketers analyze data through user intent.
One can use AI to create algorithms that generate auto content, such as simple reports and stories. You may have encountered these on Yahoo! or Fox news, and you probably didn’t realize that they were written by an algorithm!
Another great use of AI is predictive intelligence. It allows marketers to speed up the sales process by assessing customers based on prior buying history. A great boost for lead generation, predictive intelligence studies the buyer’s journey to give relevant insight to marketers. This data can be used to target specific content and create a higher level of engagement with potential leads.
LA Times uses an AI bot called EQBOT that churns out content – including magnitude, location, and other critical information – for their portal.
Today, marketers often face the challenge of not just staying relevant but also being valuable for their audiences. This is where machine learning (ML) comes into play. A subset of AI, ML implemented via algorithms can perform desired actions based on past data and patterns.
ML boosts productivity by completing tasks like keyword generation and personalizing content according to demographic structures. One can also use it to analyze real-time data to help optimize one’s content marketing strategy.
DigitalSTROM, a company that provides smart home systems, uses this technology to deliver customized reports and customer-driven narratives via email. It keeps the audiences updated with relevant information and adds value by increasing customer satisfaction.
A healthy ongoing content marketing strategy means creating content based on the needs and opinions of users. Here is where Sentiment Analysis can help marketers categorize positive, negative, or neutral opinions of users and respond appropriately.
This algorithm is called social media listening. The process of manually screening user comments to effectively decipher their feedback can be time-consuming. This invaluable tool is useful for marketers to understand online conversations, brand perception, and user experience. With an in-depth understanding of audience emotions, marketers can mould a more effective marketing strategy.
Virtual and Augmented Reality
As far as technologies are concerned, marketers can use augmented reality (AR) and virtual reality (VR) to deliver content in a more immersive and compelling way. When content is paired with a 360-degree camera technology, it allows users to be a part of the experience by adding an element of real-life action.
Discovery channel uses monoscopic VR to create content for its viewers. The channel’s virtual tour of shark-infested waters offered a real-life effect for those who may never experience this in reality.
Such technologies give marketers a creative license to create strategic content goals. Brands such as Amazon, Taco Bell, Sephora, and others are already using them extensively. Why not do the same? Bridge the gap between your brand’s online presence and user experience by curating content strategies that are relevant for your target audience.