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5-year trends in artificially intelligent marketing

How will artificial intelligence transform marketing over the coming years? Columnist Daniel Faggella dives into the results from a survey exploring the major trends and opportunities in AI for marketers.

Artificial intelligence has been making headlines over the last 12 months in domains like health care, finance, face recognition and more. Marketing, however, doesn’t seem to be getting the same kind of coverage, despite major developments in the application of AI to marketing analytics and business intelligence.

Five or 10 years ago, only the world’s savviest, most heavily funded companies had a serious foothold in artificial intelligence marketing tech. As we enter 2017, there are hundreds of AI marketing companies all over the world (including some that have gone public, like RocketFuel). These companies are making AI and machine learning accessible to large corporations and SMBs (small and medium-sized businesses) alike, opening new opportunities for smarter marketing decisions and approaches.

Over the last three months, we surveyed over 50 machine learning marketing executives (email registration required for the full report data) to get a sense of the important trends and implications of AI over the next five years.

Below, I’ve highlighted three major trends that impact the theme of “Intelligent Content.”

Recommendation and personalization predicted to be greatest profit opportunity

While most of our executives voted “Search” as the AI marketing tool with the highest profit potential today, “Recommendation and Personalization” topped the list for ROI potential in the coming five years.

While search requires users to express their intent in text (or speech), recommendation pulls from myriad points of data and behavior — often bringing a user to a) what they were truly looking for, or b) what the advertiser wanted them to find.

The implications of recommendation in content marketing are numerous. Below I’ll list just a few:

First, recommendation engines help serve the content most likely to engage readers. In the past, this was done with simple text analysis or tools like elastic search. The “recommended” content was better than a random guess, but it was by no means truly optimized for user engagement.

Companies like Boomtrain and Liftigniter are developing technologies to tailor content to individual visitors, displaying material most likely to keep them on the site based on their previous engagements, purchases, clicks and more.

Second, programmatic advertising (like that used on giant platforms like Facebook and Google AdWords) is often used to drive users directly to content before seeing a product page or being asked to book an appointment. Many ad networks (Facebook included) don’t allow for direct lead generation and instead prefer to engage users with the right content first before looking for a conversion.

Ad networks are partial to keeping user experience high in addition to driving engagement on ads, which is a delicate balance. Companies that can leverage these programmatic platforms to target the right prospects with the right content are the most likely to win.

Third, we see entire content marketing platforms at the heart of business models. One such example is Houzz.com, a site that hosts millions of articles and photo albums about home improvement and decoration. This content ecosystem links to and references millions of home goods products (from throw rugs to couches and more), and “recommendation” drives the entire experience.

Houzz is one of the best current examples of “intelligence content” directly tying to sales, and I suspect that in the coming five years, we’ll see elements of their business model become much more prevalent.

Intelligent content might be content that makes itself

Content generation is a complex machine learning problem, and until recently, it’s been relegated to big-budget media firms working in quantitatively oriented domains (namely sports and finance). Yahoo Finance uses natural language generation (NLG) to turn information about stocks and bonds into coherent, human-readable articles, saving time for Yahoo’s writers so that they can complete more important and creative tasks.

NLG is now being used in a vast number of business applications including compliance, insurance and more — and a quick visit to the “solutions” page at Narrative Science shows a plethora of use cases and case studies for machine-written content.

While domains like finance and compliance involve strict, formulaic transformations of cold data into readable text, executives in the field are excited about its profit potential, too. Rather than simply saving costs on human writers, intelligent content generation will alter existing content (and/or create new content) to help driving marketing goals. As Laura Pressman, manager of Automated Insights, explained in our survey:

Content generation has high profit potential in the coming five years. Personalization and segmentation can be achieved through altering the content text to speak to certain groups of people, across different platforms, highlighting unique and targeted features that are most important to each specific segment.

B2C companies may have an advantage in intelligent content

When we polled our batch of executives about the most meaningful applications of artificial intelligence in marketing, we didn’t want to leave out their opinions about which businesses or industries would be most able to take advantage of AI’s advancements in marketing.

“Industry” didn’t seem to have much to do with the predicted success that a company might have with AI marketing tech. Much more important was the way the company did business and sold products. For a business to take advantage of AI, the most important traits (as predicted by our batch of executives) include:

• Data collection: Ability to quantify customer touch points across all marketing activities.
• Transaction volume: Reaching the marketing “goal” more often helps to train marketing algorithms and provide better predictions and recommendations.
• Uniformity: Businesses that pool their marketing and sales data into a single stream are more likely to succeed in applying AI.

The above three qualities repeated themselves again and again in our survey responses, along with strong predictions that “Digital Media” companies and “E-commerce/Consumer Retail” companies would be most poised to take advantage of AI in marketing. As Lisa Burton, chief data officer of AdMass, explained in the survey:

Advertisers and e-commerce businesses have the highest potential gain from machine learning because of the ease of measurement and quick feedback needed to train and improve machine learning algorithms.

While B2C and retail companies seem to have an edge on “quantifiability” and attribution to sale, some of our respondents also hinted at the strong opportunity in B2B. Leveraging the many content and interaction touch points in a B2B sale will aid greatly in “cracking the code” on B2B marketing attribution, which is undoubtedly valuable.

In the coming five years, it may be possible that attribution and recommendation take off quickly in retail, while adoption in services and B2B sectors will provide more of an “ahead of the curve” advantage in industries where tech adoption is slower.

Source: - https://martechtoday.com/5-year-trends-artificially-intelligent-marketing-196375

Google’s location tracking is better now than ever befor

Columnist Andy Taylor notes that Google has improved its ability to track search traffic at the ZIP code level, which is good news for advertisers who employ granular geographic targeting.

In April 2015, I wrote about Google’s progress in steadily tracking more and more user locations to ZIP codes. As ZIP codes are the most granular location type which populates the “Most specific location” field in AdWords geographic reports, the share of traffic that Google assigns to ZIP codes in this field gives advertisers an idea of how well Google is doing at figuring out searcher locations.

At the time, Google was showing strong progress in its location tracking:

Fast forward to today, and Google is tracking more searchers to ZIP codes than ever before. However, most of the progress made only applies to google.com traffic, while search partners are continuing to lag in terms of the share of searchers tracked to a ZIP code.

One big, huge, ginormous caveat

The most important thing to keep in mind with this analysis is that it is based on the locations that Google itself reports. This means that if Google were to, say, expand the use of modeling to infer searcher location to apply to users whose locations it is less confident in, we might see a rise in the share of traffic tracked to a ZIP code without any change in what information Google is actually getting.

As such, the trends shown here could be the result of updates Google itself made in assigning and reporting searcher location, rather than Google actually obtaining more granular information on searcher location over time. They could also be the result of a combination of Google changes and more granular information.

Google better able to track google.com searcher locations across all device types
Across the board, Merkle advertisers are finding more and more traffic attributed to ZIP codes in the “Most specific location” field in AdWords geographic reports. Looking at google.com traffic specifically for one advertiser, we find that while 28 percent of all traffic in Q1 2015 could not be tracked to the ZIP code level in this field, that figure was just 11 percent in Q4 2016.

The share of traffic tracked to ZIP code has risen for all device types over the last couple of years:

Google continues to track more searchers to the ZIP code level on desktop and tablet computers than on phones, but the gap is now much smaller than it was two years ago.

Location tracking users on search partners lagging but getting better

Search partner location tracking is also getting better, but no device type topped 80 percent in share tracked to the ZIP code level in Q4 2016. As with google.com searchers, phone searchers are less likely to be tracked to a ZIP code.

As such, it’s apparent that Google isn’t always receiving the same information from search partner sites as it gathers when searchers are on Google’s website. It could be that there are specific sites which have issues, or it could be that this is just a complication Google has with all of its search partners.

Either way, Google’s progress in tracking search partner user locations at the ZIP code level is rather muted when compared to the significant leaps it has made in tracking searcher locations on its own site.

Google average household income targets becoming more powerful

Google average household income (HHI) targeting has existed for several years now, and it allows advertisers to target ads and adjust bids based on the average income of the ZIP code a user is searching from using income percentile bundles. In this way, advertisers can target, for example, all of the US searchers which Google can identify as searching from ZIP codes in the top 10 percent in average household income without having to add all of those ZIP codes individually.

Since these targets are based on ZIP code location, only those searchers tracked to the ZIP code level are targeted with them. The share of US traffic attributed to income brackets is nearly identical to the share of traffic tracked to the ZIP code level in geographic reports.

As such, Google’s progress in location tracking helps these targets account for a greater share of the population.

Better tracking is better for advertisers

ZIP code certainly isn’t the most granular location Google can track users to. Advertisers can target searchers as close as one kilometer from a specific address using AdWords radius targeting, and Google’s in-store visit tracking relies on tracking searchers to within feet of brick-and-mortar locations in order to credit ad campaigns with driving store visits.

However, the share of US traffic that is tracked to ZIP code in the “Most specific location” column gives advertisers an idea of how well Google is able to track users to granular geographic locations. This information helps inform campaign targeting strategy over time.

When Google was still only able to track about 70 percent of search traffic to the ZIP code level, advertisers that used only ZIP code-level geographic targeting were missing out on around 30 percent of traffic from those areas. Now that Google tracks much more traffic to the ZIP code level, that’s less of a concern, and advertisers can feel more comfortable using granular location targeting.

As mentioned, search partner location tracking lags that of google.com, but search partners only accounted for 9 percent of all Merkle advertiser Google search clicks in Q4 2016. Thus, while we’d prefer to see more progress in location tracking on the partner network, these sites don’t account for a hugely significant share of traffic overall that can’t be identified at the ZIP code level.Source: - http://searchengineland.com/googles-location-tracking-better-now-ever-269922

Whether it’s location or demographic audiences or any other type of search targeting, it’s safe to assume that Google will continue to progress in its ability to track user attributes for better ad targeting. This is a win for advertisers, as campaigns that target specific locations and groups are steadily targeting a greater share of the total population that falls into those locations and groups.

It also increases the likelihood that the most correct bids are placed in the AdWords auction for campaigns which target larger geographic areas (such as the entire United States) but use smaller location targets (such as the ZIP code 22902) to adjust bids for users in specific areas. This will only help advertisers to invest more in paid search by helping marketers to spend each dollar as effectively as possible.

Google to further dilute exact match in AdWords; will ignore word order & function words

Not just for plurals anymore, close variants will extend to include word ordering and function words in inexact match keywords.

In the good old days, “exact” meant exact. Then things got fuzzier. Now they’re about to get downright blurry.

On Friday afternoon, Google announced another change to the way exact match targeting works in AdWords. Matching for close variants — plurals, typos, abbreviations, adverbs and so on —  will be broadened to include variations in word order and function words in the coming months. With this change, Google may ignore word order and function words when determining whether an ad should trigger for an exact match keyword.

Google introduced close variants in 2012 as a way to capture plurals, misspellings, typos and other versions of exact match and phrase match keywords to broaden reach and coverage and save time building out keyword lists. Advertisers that wanted tighter control were able to opt out of close variant matching until 2014, when Google removed the ability to opt out of close variants for exact match and phrase match. Bing followed suit shortly the following year. The latest blurring of what exact match means is Google’s increasing trust in its machine learning and the belief that it’s now at the point where advertisers can let the algorithms take over and focus on other things. Google says early tests indicate advertisers could see up to 3 percent more exact match clicks on average while maintaining comparable click-through and conversion rates.

What the change means

There are many cases in which variations can change the meaning of a keyword. Take a recent example of [pancake mix] being matched to a search for “pancake mixer.” Those are not the same thing. However, there are many cases in which variations don’t change the meaning at all. Here are the nuts and bolts of how these changes are meant to work:

Function words

Function words are binding words phrases and sentences like the and that, conjunctions like and and but, prepositions, pronouns, quantifiers like all and some, modals like could and would and auxiliary/hedging verbs like be or might or will.  Essentially, they are words that don’t have meaning on their own. Well, hmmm, unless by will you mean a legal document.

With this change, function words may be ignored, replaced or added.

For example, the exact match keyword [restaurants cleveland ] could match to the query “restaurants in cleveland.” More examples from Google:

Word order

Notice in that last Miami cruise example, the function word changed along with the word order. Word order often doesn’t make a difference (in English), and users often don’t use natural word order when searching even though the intent is the same. Take a keyword like [teacher gift ideas]. The meaning doesn’t change with [ideas gift teachers] or [ideas teacher gift]. You’d never say either of those out loud, but the intent is clearly the same.

When word order is changed, Google says it will not add words to keywords (though it may change function words as shown in the Miami cruise example above).

Exceptions

One of the biggest concerns from advertisers will be whether Google matches queries to keywords that don’t have the same meaning. Google stresses it will not change word order or function words in exact match when it understands changes would alter the meaning of the query.

Take the case of a query like “LAX to JFK flights.” The user obviously doesn’t want to see ads for “JFK to LAX flights” or for “LAX from JFK flights.” That’s a pretty straightforward scenario for Google to recognize.

But something like [android compatible] does not mean the same thing as [compatible android]. Maybe Google will know, maybe it won’t, at least not right away.

These changes do not apply to phrase match keywords. And AdWords is still designed to prioritize matching identical keywords to identical search queries.

Google’s philosophy is: Spread a wider net, and then filter out what you don’t want, rather than build a net that might not be big enough to catch everything you want. Better to waste money on some bad keywords than to miss out on some potentially good ones.

Often this approach works. And it certainly works much more often than it did even a few years ago. It’s the rare person who misses building out endless iterations of keywords, but many will feel the pendulum is swinging too far in Google’s favor with this change. It strips more control from advertisers and puts the onus on them to say what queries they don’t want their ads showing up on rather than what they do want. There are financial implications to putting the emphasis on building out lists of negatives. Inappropriate variations are often discovered only after an advertiser has paid for wasted clicks and the variation shows up in a search query report. Precision control is being ceded to the machines.

How to manage these changes

This change means advertisers will have to be increasingly diligent about mining search query reports and thinking ahead about unintended consequences when word order matters.

There are a few things you can do to prepare for the coming changes.

1. Review existing exact match queries and determine if the loss of function words or a reordering of the words changes the meaning. Add those variations as negatives in your campaigns.
2. Review close variants in your Search Query Reports to see if other variations are currently being triggered that might be affected by these changes. Add those as negatives.
3. Starting in April, step up your mining of Search Query Reports, particularly for close variants.
4. Get ready to update your scripts. If you are using a script like the one from BrainLabs to make exact match exact, it will need to be updated. We will provide a link here when a new version is available.

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Source:- http://searchengineland.com/google-exact-match-close-variants-word-order-function-words-271395

10 easy steps to help your business flourish on Facebook

Whether your business is new to Facebook marketing or just in need of a refresh, columnist Will Scott's Facebook tips will help you build a vibrant and engaged Facebook presence.

If your business isn’t making itself visible on Facebook, then you’re missing out on one of the most cost-effective places to meet new customers. Everyone is aware of the popularity of Facebook, but not as many people appreciate the opportunities available to businesses that develop a social media presence. With social media, you have unprecedented control over your brand image, and you can put your message in front of the users who are most likely to be interested.

Use these simple tips to take advantage of the internet’s most popular social media platform.

1. Flesh out your Facebook page

Even if you already have an engaging and user-friendly website, take some time to completely fill out a Facebook page for your business. Include pictures of your storefront and staff, to make your business trustworthy and relatable.

Your Facebook presence gives you a foot in the door with social media users who are looking to learn more without leaving their social media app. Be sure to include contact information, hours of operation and a link to your website.

2. Schedule frequent and consistent posts

Once you have pictures and information about your business, an active page should also have relatively frequent posts. Try to post original content at least once a week, but prioritize quality over quantity. Posting several times a day might annoy your fans, causing them to unlike or unfollow your page.

When you post blog updates or other business announcements, Facebook posts allow you to amplify that message to a wider audience. Direct social media users to visit your blog or special offers page.

3. Learn about your customers

Once your page has attracted some attention, the Audience Insight tools gather quantitative information about the people who like and visit your page. Learn more about their demographics, and use that information to reach out to new groups. If your page is attracting more middle-aged women than expected, for example, then you may want to include posts that are particularly relevant for those potential customers. You can also make a point of reaching out to customers in other age groups to explore untapped markets.

4. Pay attention to — and encourage — reactions and comments

Pay attention to the posts that get reactions and comments. Comments generally indicate a higher level of engagement because it takes more time to type a response than to simply hit “Like,” though the variety of new reactions provide more information than the older “likes.” Depending on your target audience, you may want to elicit a wide range of reactions to make your brand more relatable.

Be careful about responding to negative comments, but invite dissatisfied customers to call or email directly. When your business does engage, interaction should be succinct and professional.

5. Post content that gets shared

Even for a business page, social media can feel like a popularity contest. When more users share your post, your message goes a lot farther, hopefully generating leads for your business.

Of course, not all popular content will be appropriate for your brand. Be especially careful of posts and links that could have political implications or alienate potential customers. It’s best to avoid controversial subject matter and stick to your area of expertise.

6. Stay engaged

If your business replies quickly to messages on Facebook, then others will be able to see that your page is active and responsive. Make sure your posts are relevant to your target audience in order to get a response, and try to focus on things that readers will genuinely find useful or newsworthy. Present yourself as a resource for timely and interesting industry news. Consider engaging with your employees through their social media pages, too.

7. Connect with the community

Stay relevant by posting information about local festivals and other regional news. If your business is connected with charitable organizations, then social media gives you an opportunity to highlight that connection. Post photos of your employees when they volunteer with local non-profits, and show the community how your brand has a positive impact.

As a bonus, when you have an active Facebook page, other businesses and profiles can link their posts and thank-you announcements to your page.

8. Post and share events

Create Facebook events for your next big sale. When events are happening in the community, you can draw attention to those as well. Many businesses fail to leverage events as opportunities to promote their social media page. Given the number of people on Facebook, creating an event page can also increase the turnout for your real-world event. Facebook events make it easy for users to invite friends and see how many people plan to attend.

9. Pay for advertising

Once you collect a few hundred fans on Facebook, you’ll notice that your posts don’t seem to get as many views as they should. Your posts don’t necessarily get 50 times more exposure when your page has 50 times more followers. This gives new pages and startups an advantage when they first develop a following, but larger business can still have a big impact on Facebook.

Paying for advertising allows you to target people with interests relevant to your industry. You can also target specific demographics and areas to maximize your advertising dollar.

10. Build social media into your SEO budget

Like updating your website for search engine optimization, social media is a long-term project for your business. You may not have anyone experienced or qualified to manage your social media presence, and few businesses can afford to hire a new employee for this highly specialized job. Many managers have a hard enough time keeping employees off of their personal Facebook pages. Creating engaging content takes time, and the simplest option is often bundling social media maintenance with other SEO services.

Final thoughts

Maintaining an online presence is sometimes viewed as a necessary cost of doing business in today’s economy. In the case of social media pages, however, that online presence is a huge opportunity to be more engaged with customers and the broader community.

With users who check Facebook multiple times a day, your branding messages will be visible to customers who may not be exposed to traditional advertising in newspapers, television and radio. Whether you have a law firm or medical practice on social media, Facebook allows you to promote your brand with an audience that’s as broad or specific as needed.

Source: - http://marketingland.com/10-easy-steps-help-business-flourish-facebook-208734

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