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You're Reading:How Artificial Intelligence (AI) Is Changing Social Media Marketing

How Artificial Intelligence (AI) Is Changing Social Media Marketing

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Jul 28, 2019

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Nov 29:

[Don't ask me how can I sell more of my product first.
Ask yourself instead how can I improve my product.]

[What happened with #Balenciaga?
It's a pattern.]

[Ένας Ρώσος δισεκατομμυριούχος έγινε ο τρίτος επιχειρηματίας κρυπτονομισμάτων που χάνει τη ζωή του κάτω υπό μυστηριώδεις συνθήκες μετά τη συντριβή του ελικοπτέρου στο οποίο επέβαινε κοντά στο Μονακό ενώ οι καιρικές συνθήκες ήταν πολύ καλές.]. [A Russian billionaire has become the third cryptocurrency entrepreneur to die under mysterious circumstances after his helicopter crashed near Monaco in fine weather.]

[BRICS vs old = 2-0]

economictimes: Eurasian Economic Union explores common payment system with BRICS. According to the media report, citing the EEUs regulatory body, the plan also envisages the issuance of a single payment card within the two trade blocs. That

finance yahoo: Bank of America sees stocks going nowhere in 2023. Roughly a year from today, the S&P 500 will trade at a level little-changed from current levels, Bank of America projects.

[Credit Suisse looking for saviour]

bankingnews: Δυο deals στις τράπεζες που παρουσιάστηκαν ως δεδομένα… και χαλάνε – J P Morgan με Viva Wallet και...
Για ορισμένους η συνολική αξία της Viva Wallet δεν υπερβαίνει τα 700 εκατ ευρώ οπότε το πωλούμενο 48,1% δεν αξίζει πάνω από 350 εκατ και σίγουρα. Two deals in the banks that were presented as facts... and break down - J P Morgan with Viva Wallet and...
For some, the total value of Viva Wallet does not exceed 700 million euros, so the sold 48.1% is not worth more than 350 million and certainly

newstarget: “Science” group spent $40 million censoring free speech on social media
As millions of Americans are struggling just to make ends meet, the National Science Foundation (NSF) under fake

[Switzerland buried gold 🪙]

[280 ακίνητα και €10 εκατ. έχει η οργάνωση του π. Αντωνίου.]. Fr. Antonio's organization has 280 properties and €10 million

[A birdie told me we're going back to 1955 prices (after the STORM).]

[

]

searchengineland: Black Friday sales up nearly 12% from 2021. Spending this holiday season is expected to rise 2.5% from a year ago, compared with 8.6% last year and 32% in 2020.

documentonews: Αποκαλύπτουμε τη λίστα των παρόχων του Predator - Documento. 498 URL, 285 ονόματα, δύο διευθύνσεις και το edolio5.com πίσω από μία διεύθυνση στη διαδρομή της φάκας των παρακολουθήσεων Το Documento. We reveal the list of providers of Predator - Documento. 498 URLs, 285 names, two addresses and edolio5.com behind one address in the path of the tracking lens The Documento

capital: Δέσμευση λογαριασμών 47 ατόμων για απάτη γνωστής ελληνικής εταιρείας σε βάρος της ΕΕ. Ζημία πάνω από 20 εκατ. ευρώ. Freezing the accounts of 47 people for fraud of a well-known Greek company at the expense of the EU. Damage over 20 million euros

[και το ξεσκαρταρισμα μόλις ξεκίνησε] [and the scrapping has just begun]

[

]

[

]

cnn: Irish regulator fines Meta $275 million for violations of Europe's data privacy law. Meta has been fined roughly $275 million by Ireland's data privacy regulator for failing to prevent hackers from siphoning off personal information from more than 500 million Facebook users in a 2019...

[as said... companies that don't respect users]

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Rising Popularity of Artificial Intelligence

A 2017 survey conducted by PwC showed that 72 percent of the US consumers and business leaders consider Artificial Intelligence (AI) to be a fundamental business advantage. More recently, MemSQL reported similar results for their survey indicating that 74 percent of respondents regard AI as a ‘game-changer’. More and more businesses appear to invest in AI data initiatives, and it can be useful to explore how companies use AI and machine learning in order to assess the changes in marketing strategies.

Artificial intelligence can be defined as ‘the theory and development of computer systems able to perform tasks that normally require human intelligence’. Another definition is provided by Microsoft: AI is ‘human ingenuity amplified by intelligent technology’. These definitions may cover a wide range of methods and techniques including computer vision, neural networks, and Natural Language Processing (NLP). All of these methods can be used to provide a personalized experience for customers. For instance, chatbots that are programmed using NLP methods can be invaluable for providing timely feedback. In fact, 62 percent of consumers expect AI to improve the time it takes a company to respond to their query. Social media marketing is a major area where the use of AI becomes increasingly widespread, and this a direct result of the existing challenges faced by marketers and big data analysts.

Artificial Intelligence (AI) is Changing Social Media Marketing

Challenges in Social Media Marketing

Until recently, marketers focused on finding and gathering data on consumer behavior and preferences. However, the rise of social media led to a rapid increase in the data production rate. Now, businesses may have too much data to analyze, as the use of smartphones and social media platforms such as Facebook and Twitter generate a large amount of unstructured data. Marketers may struggle to efficiently assess the feedback in the form of videos, social media posts, and web searches. Indeed, only around 0.5 percent of all data is used by businesses in their decision-making. This suggests that companies could invest in employing more advanced data processing techniques.

Marketers are unlikely to succeed in personalizing user content without the use of Big Data techniques. The wide range of consumer preferences suggests that a company may increase its profits if it makes suitable offers based on demographics. Another problem faced by marketers is the choice of the advertising platform. It could be challenging to assess the quality of a marketing campaign due to the large amount of feedback generated through social media. Furthermore, businesses may fail to optimize the timing of an ad campaign. From this perspective, AI offers marketers a way to incorporate a greater amount of data in their decision-making process and enhance the customer experience. Indeed, companies with superior performance are more than twice as likely to employ AI methods in their marketing compared to underperforming companies. Thus, it can be useful to explore how businesses utilize AI for social media marketing.

%

US consumers and business leaders that consider Artificial Intelligence (AI) to be a fundamental business advantage

%

MemSQL survey respondents regard AI as a ‘game changer’.

%

Consumers that expect AI to improve the time it takes a company to respond to their query

Applications of AI in Social Media Marketing

Companies have been using AI-based methods to optimize their use of marketing campaigns and advertising. AI tools such as Bing Predicts are used to assess the public perception of the company’s products. Marketers may employ existing platforms including ActionIQ in order to launch individualized campaigns and measure their effectiveness. Since the public image may be affected by deceptive comments of other users, AI has also been employed to detect social spam. Marketers also use AI to infer customers’ preferences from the data generated by the use of social media. The information on the most recent activity of an individual may include web searches, questions, and discussions related to the product, and comments on relevant videos and images.

As businesses may struggle at efficiently analyzing available data, AI could prove invaluable in tailoring offers to the visitor. AI techniques allow for aggregating information on the customer’s demographics including age, gender, location, buying patterns, and activity in online communities. In particular, geolocation services provide an opportunity for marketers to target only specific individuals in an advertising campaign. Another example is the recommendation feature of Netflix that employs machine learning for predicting customers’ preferences.

%

Data used by businesses in their decision-making

%

Customer-company relationships that will be automated by 2020

AI tools allow marketers to assess all available information on the visitor in order to provide custom recommendations. This, in turn, may also require the use of AI techniques. Notably, it is predicted that 85 percent of customer-company relationships will be automated by 2020. Thus, AI methods such as NLP could be required if marketers choose to employ chatbots or digital assistants for promoting the firm’s products. Firms use such platforms as Acrolinx and Conversica to automate conversations with customers. The eBay platform is also using AI language processing techniques in its search technology to provide offers for users from Russia.

Marketers may also employ AI to run advertising campaigns in the new ecosystem of digital assistants and smart technology. In particular, Microsoft’s Cortana uses data from web searches, calendar, maps, and mail in order to predict the user’s behavior. This is used by firms such as Dominos to automate the process of ordering their products. Another use of AI techniques is related to computer vision and image recognition. Marketers can use media content that is related to their products in order to enhance user engagement. In particular, sharing Twitter or Facebook posts could be used to strengthen brand reputation. Firms may use existing solutions such as Cortex Foresight or GumGum that provide tools for scanning images and videos and identifying relevant content. Since this does not require marketers to create new content, the use of AI can be extremely efficient for improving brand recognition and public image of the company.

The overview of social media marketing shows that AI tools are widely used to time advertising campaigns, personalize offers to potential customers, automate conversations, and improve the company’s public image through sharing relevant content and detecting social spam. Companies that further expand their use of AI techniques could have a significant competitive advantage over firms that rely on more traditional data processing methods and marketing channels.

Ellie Richards

Ellie Richards

Online Marketing Manager

Ellie Richards is an Online Marketing Manager for Ph.D. Writing company Original Ph.D. She specializes in research, content, and article writing on various topics, including Education, Marketing, and Technology.

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