Advertising 2.0

20

October

2017

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Because of the transformation of the smartphone and digital technologies, more and more information can be distracted of the consumer. This also resulted in a drastically evolvement of the TV industry over the past 15 years, since viewers have more choice than ever to watch their favorite TV show or just get their daily portion of entertainment online. TV advertisers have been buying media the same way over the past 50 years, but nowadays a big change is occurring which results in whole new landscape of the advertising industry.

The biggest power of a TV advertisement’s, which was reaching a massive audience in once, has been reduced by fragmented viewing. This mainly is a result of the movement of viewers to online channels, such as YouTube and Netflix. Traditional advertising terms as GRP (Gross Rating Point), which gives an estimation about the total amount of impressions of your ad, used to be a frequently used term, but is becoming more out of topic these days.

Digitalization made it possible to understand the consumer better and advertisement anticipates on it. Personalized marketing is more and more becoming a necessity these days to surprise and interact with the consumer. Therefore, it must be baked into a brand’s marketing and advertising strategy (Forbes, 2017).
Nevertheless, too many big corporates such as the FMCG companies are, in my opinion, still too focused on the traditional way of advertisement via channels as radio and television. Since digitalization made it possible to interact with consumers in so many other ways, they let down here.

For example, Virtual Reality (VR) is already big business, with a worth of $5.2bn by 2018. In the upcoming years this is becoming “the” business, simply because the experience it creates is unparalleled. It takes the user in a totally different mind-blowing world that feels real. Advertisers will know how much we like their ads because our pulses via our smartwatches will tell them. In this case the term GRP will become history…

What other innovations within advertising the 2.0 way could you come up with? Let them know in the comments!

References:

Chittilappilly, A., & CHITTILAPPILLY, A. (2016). TV GRPs: You’ve Had Good Run, But It’s Time For New Currency. Mediapost.com. Retrieved 20 October 2017, from https://www.mediapost.com/publications/article/282251/tv-grps-youve-had-good-run-but-its-time-for-ne.html

Forbes. (2017). Forbes.com. Retrieved 20 October 2017, from https://www.forbes.com/sites/onmarketing/2017/10/17/future-of-marketing-is-marketing-as-a-service/#79945c269946

Kean, A. (2015). The future of advertising: what will 2025 look like?. the Guardian. Retrieved 20 October 2017, from https://www.theguardian.com/media-network/2015/feb/16/the-future-of-advertising-what-will-2025-look-like#img-1

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The impact of Artificial Intelligence on Social Media

9

October

2017

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These days, the topic of Artificial Intelligence is very popular. There are many good reasons for that; it is exiting, promising and a bit scary at the same time.

Artificial Intelligence (AI) is an area of computer science that emphasized the creation of intelligent machines that work and react like humans (Techopedia.com, 2017). Well-known examples are speech recognition and image recognition. AI systems are actually smarter than the human being, since it integrates data analytics in its decision making process (Van Duin, 2017)

Therefore, the use of AI is incredibly booming in a marketing perspective. This blog will focus on the big role of AI within social media, as the rapid development offers promising and exciting opportunities for online communication channels.

Social media is one of the most surefire ways to reach a potential customer base. By creating a steady presence on social platforms as Facebook and Instagram, marketers have been able to engage with audiences is a more intimate – and ultimately productive – way than ever before (Agrawal, 2017). However, managing multiple accounts to promote the social engagement of potential customers can be a lot the handle. AI is extremely important in gathering customer information, especially in the light of its ability to process massive amounts of data. In this way, social engagement with your customers becomes easier and more effective.

Big data is a rapidly growing industry which contains data about internet users’ personal characteristics and habits. This data is obviously very interesting for marketers in order to increase social engagement with their brand. Big data sources can provide searchers with relevant information about a company’s potential customer base, including information about customer’s shopping habits, spending potential and things they admire or don’t by analyzing their likes on platforms such as Facebook. With this information, marketers can create and share information that is more relevant to the customer’s interest, making it more likely that the target audience will interact with the content – and in the end with the business – on social media (Agrawal, 2017).

As the popularity of social media will probably increase in the future, it is in my opinion very interesting for marketers to keep up to date about the development that is going on tech-wise. For them it is important to keep boosting social engagement to increase the number of potential customers. By using the help AI has to offer, marketers are on their way to growth hack social engagements for their organizations.

What do you think of Artificial Intelligence on a marketing perspective? And what do you think about other ways Artificial Intelligence could help brand on a marketing perspective in the future? Let me know in the comments.

References:

Agrawal, A. (2017). Forbes Welcome. [online] Forbes.com. Available at: https://www.forbes.com/sites/ajagrawal/2017/08/01/how-to-use-artificial-intelligence-to-growth-hack-social-engagement/#1b23399618c9 [Accessed 3 Oct. 2017].

On Marketing (2017). Forbes Welcome. [online] Forbes.com. Available at: https://www.forbes.com/sites/onmarketing/2017/01/25/will-machine-learning-eliminate-the-need-for-ad-agencies/#47686eb43bf1 [Accessed 3 Oct. 2017].

Techopedia.com. (2017). What is Artificial Intelligence (AI)? – Definition from Techopedia. [online] Available at: https://www.techopedia.com/definition/190/artificial-intelligence-ai [Accessed 3 Oct. 2017].

Van Duin, S. and Bakhshi, N. (2017). Part 1: Artificial Intelligence Defined | Deloitte. [online] Deloitte Nederland. Available at: https://www2.deloitte.com/nl/nl/pages/deloitte-analytics/articles/part-1-artificial-intelligence-defined.html [Accessed 8 Oct. 2017].

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