October 15, 2019

How AI-enabled marketing can lower website bounce rates and improve accessibility

Marketers always strive hard to boost website traffic. A significant metric which quantifies the performance of websites is the bounce rate, indicating the percentage of users who leave without delving any further than the initial page.

In this context, it is important to understand web accessibility. The Americans with Disabilities Act (ADA) became law in 1990. It prohibits discrimination against people with disabilities and provides equal opportunities for accessing the web to all users.
Disabled users find it inconvenient to access disabled-unfriendly websites and their sessions naturally tend to bounce. A 2016 study from Click-Away Pound, a surveyor focusing on the online shopping experiences of people with disabilities, found that 71% of disabled customers with access needs usually clicked away from a website when they found it difficult to use.
These customers who click away have an estimated spending power of £11.75 billion in the UK, which figures to approximately 10% of the total UK online spend in 2016. The survey also found 82% of customers with access needs will spend more if websites were more accessible.
Web Content Accessibility Guidelines (WCAG) elaborates on making the web accessible to disabled users. Adhering to the WCAG standards not only helps site owners improve the reach of websites, but also steers them away from unwanted legal repercussions.

What is AI marketing and how can it help reduce bounce rates?

AI marketing is empowered by the building blocks of artificial intelligence, helping develop creative services to simplify website accessibility. It leverages customer data with the help of machine learning to automate processes like extraction of data and prediction of customer behaviour that improves customer experiences.
Here are a few ways AI marketing contributes towards engaging disabled users and reducing bounce rates on websites:

Improving web accessibility

Website accessibility ensures equal access to users with visual, hearing, motor, or cognitive impairments without any barriers. Empowered by technologies like natural language processing (NLP) and machine learning, AI marketing helps marketers deliver personalised and contextualised experiences.
For example, Facebook has incorporated the automatic alternative text tool backed by object recognition technology to help the visually impaired. This tool uses screen readers on iOS devices to generate detailed descriptions of the elements in photos as the user swipes past them.
Private website owners should consider accessiBe, an AI-powered, pioneering web accessibility tool that simplifies the way business owners deliver accessible content to disabled users. This automated tool creates accurate alt text descriptions for images on websites, improving accessibility for visually impaired users. The application also ensures the website is compliant with WCAG 2.1.
Among the features that accessiBe offers to apply website accessibility are:
  • Optimisation of websites for keyboard navigation to accommodate users with motor impairments
  • A built-in dictionary which explains expressions, slang, and phrases for users with cognitive disorders
  • Granular adjustments in colours, fonts, and typography to make content more accessible for users with visual disabilities

Boosting customer engagement

Customer engagement is naturally a defining metric to reduce bounce rates. With a diverse online community, identifying customer types and engaging them based on their requirements is a challenge for marketers.
AI marketing helps marketers deal with this challenge by categorising disabled users and self-optimising websites to improve conversions. For example, users with hearing difficulties may find it difficult to access video or audio content. It also helps users with hearing difficulties by offering textual scripts. Adding this script not only helps augment the customer base, but also boosts search engine ranking.
Previously, such scripts were entered manually. With the advent of AI-powered technologies, however, these scripts can be generated automatically. YouTube uses this speech recognition technology to create captions for videos.

Offering recommendations based on buying personas and search history

AI marketing offers product recommendations based on the individual needs of customers. These recommendations are derived from the user’s purchase history and preferences from browsing behaviour, which makes them highly relevant. With AI, marketers can obtain intuitive insights from scanning volumes of data on customer behaviour.
The AI algorithm leverages data such as account information, customer preferences, purchase history, and contextual information about the customer. Product recommendations are based on this data. This technology ultimately helps improve user convenience and helps with online purchases.
According to the Web Accessibility Initiative (WAI), web usability for the disabled is defined as the extent to which users can use a product to obtain specified goals. This guideline throws light on the need to include simplified and understandable instructions on websites to help people with cognitive and learning disabilities.
Providing AI-enabled product recommendations eases the complications of searching the web for products and information for disabled users. The website automatically offers recommendations based on the history of the customer which narrows down the search results. These recommendations prevent customers with cognitive or learning disabilities from getting lost in the deluge of online information. The recommendations aim to direct them with sufficient information to accomplish the intent of their online visit.

Helping derive customer information to enhance the quality of service

It’s no secret that personalised services result in exceptional customer experiences. Using traditional analytics for this purpose will be time-consuming and tedious. The result will also be confined to pre-defined metrics. AI marketing, however, enables marketers to deliver quick and seamless customer services that are backed by insights obtained from numerous customer journeys.
AI-powered marketing uncovers numerous relationships from data to predict customer behaviours with the utmost accuracy. It also finds the drivers and inhibitors of delivering seamless customer services. Unlike conventional methods of collecting customer data, such as feedback forms and sign-ups, AI-enabled marketing initiates the right questions to derive insightful customer data.
In the context of users with disabilities, AI marketing helps websites optimise their usability based on intent.


AI marketing opens up new avenues to accelerate website performances. The above-mentioned factors of AI marketing will help marketers extend their customer base, understand and explore a different segment of the audience, and reduce bounce rates while driving potential traffic.
Written By: Manish Dudharejia - Marketing Tech

January 23, 2019

8 Reasons to Hire a Virtual Marketing Agency

Running business operations requires much effort and time. It could leave you exhausted and at times, you end up with little or no enthusiasm. To avoid burning out just when you badly need results, you need to outsource some of the critical functions. Presently, everyone has embraced digital technology, and if your entity is not in line, you may end up lagging behind in your line of business. However, computer-driven media does not necessarily mean ditching the old platforms such as print media. Nonetheless, marketing can take many forms, but it is the digital ones that have a high potential for results.

As the name suggests, virtual marketing agencies do not operate from a brick and mortar office. Every professional hired by the entity works remotely, but they are all interconnected online. If one has got internet linked via back office software, the workflow does not get interrupted. However, from time to time, the team needs to, and they do indeed meet up to map out their clients’ strategies. Their meeting place can be anywhere from your boardroom to a coffee break at an eatery.
Remain relevant
Whether you have any marketing background or not, you don’t need to be told that you must carry out intensive industry research. Launching a campaign of any magnitude without studying consumer behavior can have a severe backlash. You must understand the industry. Take for instance the print magazine that people used to love. Most of them have now stopped publishing hard copies and have moved their publications online. If you are in this sector, it would be detrimental to continue churning out volumes of papers and taking them to newsstands. Few people will buy them, but there are millions of readers online. Marketing agencies know about these developments and can guide you on the right strategies to adopt.
Does this leave you feeling scared of losing out in the competition? If so, there are compelling reasons for you to hire a virtual marketing agency.

You tap into the endless creativity
Virtual marketers can be a weird lot. If you have never met them, you should walk into their offices one day. They are the type of guys that come to work dressed in rugged jeans and t-shirts. You hardly see creatives adorning in suits and ties. However, you should not mistake this for a fun club since these are some of the most talented people you could ever meet. Their diversity regarding education and work experience makes them the go-to persons. Furthermore, their technological know-how and innovation in solving problems are second to none. Their teams come fully equipped with:
  • Creative directors
  • Skilled graphic designers
  • Copywriters
  • Media buyers
  • Media planners
  • Office assistants

Competitor evaluation
Virtual marketing agencies have an in-depth knowledge of the market where businesses operate. They know the approaches that work as well as those that do not. Following an intensive interaction with different clients, they can quickly adopt strategies that can easily turn around your fortunes. Take for instance campaigns that target millennials. Placing print ads for such a group might result in their getting ignored. However, buying media on online social platforms will get the attention of these youngsters. Only an outsourced agency can evaluate and know this. The marketers will:
  • Help identify where your target audience hangs out
  • Determine the most appealing content
  • Streamline your campaigns on social media
  • They research on keywords, analytics and search management

No staffing headaches
To succeed in your marketing efforts, you must be consistent. An employee who suddenly falls ill when you are running a crucial campaign can ruin everything. That person who takes leave of absence for unavoidable circumstances could be the best that you have. For example, he or she might be the only one who understands how to curate content and optimize blogs. Besides, the timing of their leave could coincide with an important festive season when you had hoped to cash in on consumer spending. With a marketing agency, such worries do not exist.
  • No need to carry out recruitment, the agency hires its team
  • Agencies have their way of dealing with staffing issues
  • If one of their employees falls sick or goes on leave, that becomes none of your concerns
  • With a virtual agency by your side, none of the matters affecting employees can bring your campaigns to a halt. You expect them to deliver come rain or shine

Data analysis, monitoring and research
Following the emergence of internet platforms, there is a high potential for gathering data and analyzing it to your advantage. An in-house team may not be of much help here. However, digital marketing agencies go out of their way to study and gather market information. They finance or procure data on consumer behavior. Out of the results, they identify trends that help in understanding why people opt for product B as compared to C or the other way around. With such feedback, virtual marketing agencies, can restructure your web content and ensure that prospective clients visit and engage your company by buying your product or service.
  • All you need is develop key performance indicators and share them with the marketers
  • They then figure out performance against your measures
  • Agencies identify metrics that they can monitor in different channels
  • They provide you with reports on a monthly, bi-monthly or quarterly basis

No training needed
Agencies come fully equipped with a team of content writers, web developers, marketers, media monitors, graphic designers, SEO professionals, you name it. If you were to hire all these yourself, it could end up being a huge gamble or counterproductive. Moreover, such people may take time to fit into your organization’s culture. This is not the case with an outsourced marketing agency. They come fully loaded with a skilled team that is passionate about what they do. You do not need to take them for seminars or hire people to train them. On the contrary, they are always ready and raring to go; all you need is to give them a little shove by way of a briefing.
  • You save money that could have gone to staff training
  • The company saves time that could have gone towards arranging for seminars
  • There is no need to invest in software

The aspect of an outside perspective
Employees working inside an organization may not have a wide knowledge of what goes on outside. On the other hand, someone could be having brilliant ideas but holds them for fear of making his or her bosses look bad. Marketing agencies consist of people who brainstorm consistently and come up with solutions on how best to achieve results. They approach your problems from the outside view; a consumer’s eye. It might be difficult for you to ‘step out’ of your organization for a while and look at it from the other side. Virtual marketers are your best bet.
  • You eliminate bias and promote out-of-the-box thinking
  • People no longer remain frozen in the notion that they can keep doing things the same way as before
  • An outsider sees things differently since they do not know you or any of your employees

Helps you focus your energy where needed
Running successful online marketing campaigns requires hiring an experienced and deeply motivated team. Plus, you need to re-focus your attention towards ensuring that the new hires understand what you do on a day-to-day basis. All this takes time and you could spend much money on in-house training. Your efforts could result in strained resources and reduced profits. Why not let a virtual agency take the burden? The resources you could have spent can go a long way towards growing other aspects of your business. With an outsourced marketer, you only must appraise them on your needs, objectives and timelines. You need not train or manage anyone.
  • Running a business requires your commitment, time, and energy
  • Agencies have all the time to run marketing aspects on your behalf since that is their area of specialization.
  • They take time to understand your business and deploy measures for the right marketing tactics

Reduces costs significantly
When faced with the prospect of outsourcing or grooming an in-house team, many organizations make comparisons and opt for the latter. However, you eventually realize that a virtual agency is less costly. Do you know why? Part of the reason is that these agencies do not have physical offices. Their employees work from home most of the time. They can even meet at a coffee house and develop a strategy in no time. As a result, they charge you a retainer or commission that is much lower than what you would have paid your internal team. Another cost aspect is that you need not subscribe to marketing tools available online. Most agencies already have them.
  • Virtual agents do not have to work from an office
  • They pay no rent for use of premises
  • No need for them to buy furniture or office equipment
  • Every team member works from the comfort of their home or wherever they feel most productive
  • Part of their cost comes from internet subscriptions or online coordination tools
  • They pass these benefits over to their clients through reduced fees

In a nutshell
Many companies prefer to hire in-house marketers, and with good reasons. Part of this stems from the fact that insiders know the brand better than others. Besides, they live, breath and eat the organization’s culture which makes it hard for outsiders to match these aspects. However, having an external point of view helps expand your vision. The level of expertise found in virtual marketers is unmatchable. These are people drawn from the best pool of professionals in the industry. They bring with them unrestricted passion and the desire for results.
At the same time, outsourced agencies are more in touch with reality. They view your business from an outsider’s point of view and with no bias. Ordinarily, your in-house team may feel constrained by the fear of making you feel disappointed. Also, every so often, an employee will fall sick or take leave, and you cannot deny them this. It will be a massive setback if the person who goes away is the one you highly depend on to drive the advertising strategy.
Agencies have their unique way of procuring data from their peers or carrying out their research. They use an array of tools that would be expensive if you were doing it alone. Fortunately, they can leverage this by offering you up to date statistics that are measured and found to work. Hiring your team also means that you must take them through training and induction. Virtual marketers need none of this as they come fully equipped and only need a briefing on your expectations.
Running a business requires focus with no room for distraction. In-house marketers can divert your attention, and by the time you come around, you will have lost much ground to competitors. Agencies take and bear the burden for you. Someone else receives the beating and fights to get you ahead. In the meantime, you are more than happy to concentrate on your area of specialization. You only begin to see results trickling in as if by magic.
Every organization worries about cost minimization versus revenue maximization. Here, a virtual marketing agency is your best bet. Outsourcing your marketing work can significantly reduce your running costs. Since these professionals save money by way of not having a physical office, they pass these benefits to your company.
Lastly, by their position in the market, virtual agencies are more in touch with reality than you. They keep up with the current trends and are also on the lookout for emerging ones. Reputable agencies will tell you what strategies can work well in the present. They bring new perspectives into things you were doing before but yielding little or no results. They can determine where to find your audience and target it correctly. In the end, your brand remains relevant.

Article shared from Social Link

December 6, 2018

10 Influencer Marketing Trends to Keep Your Eye On

Influencer marketing is a hybrid of old and new marketing tools. It takes the idea of the celebrity endorsement and reconfigures it to fit with today’s social media–driven world.
Unlike celebrities, influencers can come from any background or industry, and they can have varying amounts of followers. One thing they all have in common is that they’re social media figures who have gathered a defined audience around themselves. Their ability to influence others allows them to give a human voice to brands. Influencer marketing is less direct than traditional forms of marketing, but when done well, it creates an authentic way of connecting with customers.
And it’s growing by leaps and bounds every year. Influencer marketing is poised to reach between $5 billion and $10 billion by 2022. As more businesses begin to experiment with influencer marketing, it continues to evolve and adapt to the market. So, before you set out to build your next influencer campaign, here are 10 trends you need to keep your eye on.

1. Increasing emphasis on influencer marketing.

More brands are using influencer marketing than ever before -- and this trend is sure to continue in 2019 and beyond. The reality is that old-school, traditional marketing centered on TV and radio just isn't as effective as it used to be. So brands are focusing their efforts on the places where their audiences are spending their time -- online, and often on social media.
Businesses are finding a solid return when it comes to influencer marketing. According to the Influencer Marketing Hub 2017 study, businesses are making $7.65 on an average for every $1 spent, so it’s no surprise that influencer-marketing platforms have more than doubled in the last two years.
Influencer marketing is incredibly effective because we inherently trust the people we follow on social networks. After all, we wouldn’t be following them if we didn’t like them! So when an influencer sincerely advocates for a service or product, their audience listens.

2. Micro-influencers are making an impact.

As it turns out, bigger isn’t always better when it comes to influencers. Brands are homing in on the power of micro-influencers, or influencers who generally have fewer than 10,000 followers on social media. Micro-influencers are seen as more like “normal” people.
They engage and interact with their followers more frequently, and are viewed as more relatable and authentic. Meanwhile, “mega influencers” and celebrities may have hundreds of thousands or even millions of followers, but they aren’t always as interactive with their audiences and can seem less approachable.
Micro-influencers tend to be knowledgeable about their niche, and their followers are more likely to trust their recommendations. They’re also are more affordable than enlisting a celebrity as an influencer or brand ambassador.

3. Focus on storytelling. 

At its core, influencer marketing is about storytelling. The best campaigns are crafted when a brand partners with an influencer to create unique content that really engages the audience. Storytelling connects with customers and makes them more likely to make a purchase. One study from ad agency Hill Holliday found that not only are customers more likely to buy from a brand with a good story; they’re also more likely to pay a higher price per item.
For the content to really resonate with a target audience, the influencer needs to capture their followers’ attention in a compelling way. A simple photo featuring a product in the background will no longer draw audience attention to the brand or elicit consumer sales. Video content is a natural fit to help a story come alive and resonate with customers.

4. Video content and live streaming are growing on social media.

We are short on time and attention, but we love to be entertained. This is why video marketing is growing across all platforms, and currently represents more than three quarters of all internet traffic.
Videos feel more authentic and are fun to watch, which is why influencers will continue to experiment with video-marketing trends. Influencers are tapping into the engaging nature of video content, which can be more effective in driving sales than text-based content.
Brands are also sponsoring influencers’ live feeds on social platforms, including Instagram and Facebook. Live-streamed influencer collaborations can include real-time product unboxing, Q&As, activity and destination promotions, and behind-the-scenes footage at events -- there are countless possibilities. The key is to keep it authentic and engaging, and include creative brand mentions throughout the broadcast.

5. Transparency in advertising.

There has been growing concern from government agencies and watchdog groups about the blurred lines of sponsored social media posts. In fact, the Federal Trade Commission has sent out letters to influencers and marketers asking them to “clearly and conspicuously disclose their relationships to brands when promoting or endorsing products on social media.”
Transparent advertising also levels the playing field, so influencers and brands are all playing by the same rules. So make sure you disclose every paid piece of content. Even if the content seems like an obvious ad, you need to disclose the partnership in each paid post. One option is to use hashtags such as #ad, #sponsored or #paidpost to make it clear that a post has been sponsored.

6. Influencer authenticity and honesty is a must.

Audiences have zero tolerance for content that comes off as fake or halfhearted. Influencers should honestly connect with the brands they’re endorsing. This type of marketing only works if an influencer is authentic in how they promote a product; they must genuinely like the product or brand, or the campaign will fall flat.
In fact, many brands look for influencers who are already using their products. And when possible, brands should get their influencers to give feedback on the products they’re promoting and talk about specific things they like about it, how they use it in everyday life and share any other interesting tidbits or insights they have about the product.

7. Influencer fraud and fake followings.

As influencer marketing increases, a shady side of the business has begun to rear its ugly head: influencer fraud. This happens when influencers artificially inflate the numbers of their followers and likes. Influencers sometimes use automation and bot-backed services to increase the number of likes their posts get. Some influencers grow their followers based on the rule of reciprocity, a “follow for follow.” But it's not always a clear-cut situation.
Some influencers who never paid for followers may still have fake followers on their account. That’s because so-called “like farms” have to follow more than just their customers to bypass filters designed to catch them. Up to 20 percent of mid-level influencers’ followers are likely fraudulent, according to a Points North Group study.
What this means is that brands need to vet their influencers thoroughly and hold influencers accountable. They need to look beyond the raw number of followers and likes, and evaluate the quality of influencers’ engagement with their audience.

8. The rise of virtual influencers.

One emerging trend to keep an eye on is the use of carefully curated avatars as influencers. This trend was kicked off by the creation the internet’s first “fictional it girl” and virtual influencer, Miquela Sousa or Lil Miquela.
She’s a 19-year-old model living in Los Angeles and her Instagram feed is filled with posts highlighting her fashionista outfits. She has also released a number of her own songs on Spotify, and has amassed more than 1.5 million followers on Instagram.
Her very virtual existence is drawing both awe and ire as marketing trend watchers try to decide if they love or hate this new development in influencer marketing. Her creators are shrouded in secrecy, but we know she’s one of the most followed influencer ambassadors for Ugg footwear, who enlisted her for its month-long 40th-anniversary campaign. Stay tuned to see how this trend develops.

9. Instagram is still king, but don’t overlook emerging platforms.

Instagram continues to reign supreme as the most important social network for influencer marketing, largely because of its enormous user base and easily digestible video content. But it’s not the only platform out there. YouTube is also full of potential influencers -- especially if you’re targeting a younger demographic.
Facebook, Pinterest and Snapchat influencer marketing is growing, too. Blogs still lag behind Instagram and Facebook, but they have risen in popularity in recent years. Many influencers on social media are embracing the blog form for more word-heavy content. These blogs showcase products and more informative, in-depth content.

10. Expand your pool.

Because most micro-influencers have a relatively small audience, brands need to find ways to multiply their influencer impact. To do this, they often look to expand the pool of influencers they use.
To put it simply, you don’t want to put all your eggs in one influencer basket. Using multiple influencers increases product mentions and audience engagement with the brand. And using different influencers will allow you to reach different audiences, as well as tap into different influencers’ unique ways of framing a product.
The more influencers a brand uses, the more complicated a campaign can become. The key is to incorporate influencers as part of the marketing team. Get them on board and excited about a project, and set clear expectations, but give them room to work their creativity and engage with their followers.
Written by: Deep Patel - Contributor -

November 30, 2018

Digital Marketing Trends Leading into 2019

As 2018 comes to a close, a savvy marketer will be looking ahead to the upcoming year and developing a digital marketing strategy to stay ahead of the competition and boost brand awareness.

With so many changes that occurred at the end of 2018, it’s important to revamp your strategy and account for current trends, strategies, and technologies to maximize your efforts.
Here are the biggest digital marketing trends leading into 2019:

Topic Clusters

Search engines are now favoring clusters of content that surround a particular topic, as opposed to keywords. If you want to stay at the top of the search rankings, you need to develop these content clusters that link to one another.

To do this effectively, you need a broad topic outline that covers the most pertinent subcategories. Then, the surrounding content should have specific, long-tail keywords that connect back to the original outline with the same keyword.
This boosts your overall performance since any page performing well will result in the entire cluster performing well. This moves you further and further up the rankings.
In addition, choosing topics in which you have proven subject matter expertise or knowledge will give you an even better ranking, since search engines are now prioritizing the value and relevance to the user.

Shorter Video Ads

Internet users have much shorter attention spans than they once did, so it’s possible to lose a viewer with a long video that would’ve worked a few years ago. Audiences tend to engage with shorter ads, such as under 10 seconds, so you’re also getting more for your efforts.
Businesses are more likely to use shorter video ads in the coming year, so you want to work these into your strategy to ensure you stay with the current trends.


Chatbots are becoming more popular, due to their ability to address basic customer service needs and help businesses interact with more customers. Chatbots also create two-way communication between your audience and your business, which improves your customer satisfaction and your response time to messages. Both of these aspects will boost your search engine ranking.
Chatbots have a reputation for providing negative user experience, leading many businesses to hesitate to include them in their marketing strategy. Overall, however, customers are pleased with the use of chatbots and the ability to access information 24/7, so there’s no reason to hold back on this trend.
Chatbots also operate in Facebook messenger often, which has a click-through rate of 80 percent. This offers incredible potential for how a chatbot can lead to more sales for your business.


Blockchain is quickly becoming a necessity for most industries, but one of its most overlooked potentials is in marketing.
With the poor attention span of many internet users, it’s more difficult to draw attention from content and keep your audience engaged. Blockchain can be used to incentivize customers to watch advertisements and engage in some way, whether it’s sharing, tagging, liking or commenting, through a Basic Attention Token (BAT). This technology breaks up the monopoly of digital ads to trade on the value of online attention and engagement and reward the audience that’s willing to interact.

Influencer Marketing

Social media influencers are achieving more influence in recent years, gaining significant followings on multiple social media platforms. Social media isn’t new, of course, but its reach is continuing to grow. Positioning yourself with the right social media influencer can make all the difference.
In the past, businesses were able to have influencer endorse products openly, but consumers are becoming more aware and are less receptive to this marketing tactic. Because of this, a subtle approach is needed to gain the benefits of a social media influencer.
Businesses with successful social media influence develop mutually beneficial, long-term relationships with influencers, so both receive more organic endorsements. These relationships not only provide you with a steady outlet for your promotions, but it also makes influencers less likely to abandon your brand.


Fields like advertising, marketing and sales have a negative connotation, with the belief that these representatives are only out for their own interests, using deceptive and aggressive tactics to get sales.
As a result, consumers are more skeptical and reluctant, as well as being more difficult to impress. The easy access to reviews and testimonials also gives them more information about a product or service’s strengths, and more importantly, its weaknesses.
Now, businesses are addressing this issue with transparency, openly admitting its own shortcomings, faults and negative feedback to show loyalty and dedication to customers. They’re also encouraging two-way communication on a public forum to not only build more trust with a specific customer but also to show their efforts to other potential customers.

Mobile Optimization

Though it may seem obvious, mobile optimization is one of the most important aspects of your digital marketing strategy to address in 2019. Though many businesses already work toward mobile-friendly sites, more and more users are switching to mobile. Google is even prioritizing mobile-friendly sites in search rankings.
With so many users going mobile, you can’t afford to lose a follower because of poor optimization. Small issues, such as links too close together, a poor zoom function or text that’s too small can be all it takes for a customer to abandon your site and move on to the next.
Be sure to check your site’s mobile user experience and make any adjustments you need to create a flawless user experience.

Voice Search

Voice search is on the rise, thanks to personal assistance devices like Amazon’s Alexa, Google Assistant and Apple’s Siri. Nearly one-third of the 3.5 billion searches performed each day are voice searches, which use natural human speech patterns to determine the searcher’s intent.
If you think you can use the same strategy for voice search, however, think again. Voice search differs from a desktop or mobile search in that you get fewer results. If you want to be one of the sites that comes up, you need to tailor your SEO strategy for voice search.
Voice recognition technology is only expected to improve and become more popular as well, which has the potential to disrupt marketing altogether. User experience and SEO have been the main focus of most marketing campaigns, but these aspects become irrelevant with a short search and no search results screen.
While there’s no clear answer to tailoring your strategy for voice search, a bit of brainstorming to understand the nuances of the human voice. How users tend to phrase voice searches and what types of phrases are prioritized is worth your effort.

Artificial Intelligence (AI)

Artificial intelligence has become a hot topic in marketing recently, and though many are still unsure of its applications and limitations, it’s starting to find its place in marketing campaigns.
A widely implemented form of AI is chatbots, which improve customer service with lower costs and fewer resources. They’re also quicker than humans and offer targeted, personalized services to any customer at any time.
On a larger scale, the same capabilities of AI that make chatbots so effective can be applied to many aspects of marketing, such as forecasting, personalization, segmentation, and data analysis. The possibilities are truly endless, so it’s best to get on board before AI takes the marketing world by storm.

Final Thoughts

Marketing trends come and go, some of which reshape the industry and others that may just fade into the background. If you want to be successful in your marketing efforts year after year, it’s important to be able to identify the upcoming digital marketing trends and stay ahead of the competition.

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