Conversational AI is powering the next wave of customer and employee experiences

What are the opportunities and benefits that Conversational AI can bring to my organisation?

In Australia, Conversational AI is already improving customer and organisational outcomes and the market is growing rapidly.

Applications of Conversational AI across channels include chatbots, voice experiences via smart devices, and virtual call agents, and enable organisations to provide 1:1 personalised conversations with their customers and employees.

Our report Conversational AI explores:

  • What Conversational AI is
  • Examples of customer and employee opportunities and outcomes
  • Getting started on your Conversational AI journey
  • Success stories enabled by Deloitte’s assets
  • Organisational Conversational AI maturity

Download the report here


This article is written by Deloitte Digital and originally published here

The role of AI & social media marketers in a B2B marketing campaign

A B2B marketing campaign in recent times is more capable of driving sales. We look at how AI and social media marketers together can enhance any B2B marketing campaign.

Without a doubt, artificial intelligence has touched every aspect of human lives. It is no more a thing related to sci-fi movies or big laboratories only. Curious about how artificial intelligence (AI) can help social media marketers in designing an effective B2B marketing campaign? Well, no need to be anymore.

With people alreadyshifting to online shopping, social media marketers are trying their best to leverage AI for designing appealing B2B marketing campaigns.

Did you know that it was predicted that by 2020, more than 30% of all the B2B would be using AI for improving sales processes? Moreover, 63% of B2B companies are encouraged to use artificial intelligence because it can reduce operational cost, while 54% of marketing executives say that AI solutions have increased their productivity (Zoominfo).

Nine ways AI and social media demonstrate immense value for B2B marketing strategy

Below-mentioned are eight ways social media marketers can leverage AI and will completely transform B2B marketing campaigns:

1) Understanding the value of AI for B2B marketing

To proceed further, it is very important to know what value artificial intelligence and social media marketers can bring for a B2B Marketing Campaign.

The first and foremost benefit of using AI as part of the B2B campaign is that it enables social media marketers to get quality leads. In fact, it is thebiggest challenge that B2B marketersface.

A study involving a survey of B2B marketers suggest that the biggest expectation of marketers for AI is to assist them in determining the profitable prospects and enhance the effectiveness of a marketing strategy that drives revenues.

Prior to AI, lead generation was a tough job for marketers. But with, audience segmentation is quick and quite straightforward. Plus, when a B2B company is able to identify its target audience accurately, the chances of success get improved.

It is also suspected whether AI will replace social media marketers.

2) Personalized messages for B2B marketing campaign

Personalization is the key in both B2C and B2B worlds.

According to a study,71% of B2B marketerssay that they are interested in adopting AI technologies because of personalization.

AI allows social media marketers to develop a personalized B2B campaign which is a major factor in lea conversion. From personalization, I mean that the content of the campaign must resonate with the audience.

AI is enabling social media marketers to use the information of B2B clients and use it for customized interactions. Artificial intelligence provides brands with the capability to understand customer behavior and anticipate their needs.

These messages generated by the AI tech will include emails, text messages, ads, and pop-up messages that appear on landing pages.

3) Automated conversations

One of the most amazing uses of AI in the business world is that it offers them the ability to operate round the clock with chatbots. With an AI-powered social media communication system, you can achieve the following:

  • Answering customer queries quickly
  • Understand customer needs
  • Offer customer suggestions
  • Sent scheduled messages
  • Promote new products and services
  • Conduct surveys without being boring

Automated conversations should be a part of any B2B marketing campaign because they boost brand responsiveness towards customers. When buyers get the information, they’re looking for, they proceed to the buying stage quickly.

4) CRM for B2B Marketing Campaign

In the B2B context, customer relationship management (CRM) becomes extremely important.

AI-powered intelligent CRM systems analyze client behavior and a large amount of data that can benefit your B2B marketing campaign. They use predictive analysis to recognize behavioral patterns and trends. This data can be used by social media marketers to identify quality lead – which is indeed the most painful task.

Not only this, but AI-powered CRM uses natural language processing (NLP) to transcribe phone calls between sales agents and business clients. This would help businesses rank the value and the level of risk involved in leading a particular lead.

5) Content creation & optimization

Are you posting content regularly on your social accounts and web pages but not getting desired traffic and leads? Lack of optimized content could be the reason.

In the past, social media marketers only launch a single B2B marketing campaign. Today, they launch more campaigns. With AI, social media marketers are empowered as it allows them to create sensible and valuable content those users are interested in reading.

It also simplified SEO. For instance, identifying relevant keywords based on user intent and creating quality backlinks is no more a problem with AI. Time consuming tedious SEO tasks will be done easily and quickly with AI.

6) Influencer marketing

Who are influencers?

They are key individuals with high expertise in their niche and a huge fan following. Through them, you can build awareness about your brand and reach out to a massive audience. You can also co-create content with them and create a buzz around your product.

You can use influencers for your B2B marketing campaign and increase its success rate. Last year, almost50% of B2B organizationsused influencer marketing for promoting their brand.

AI can help you identify right influencers, the ones that match perfectly with your brand personality and goals.

7) Simplified data analysis

The success of your B2B marketing campaign depends on how well you gather and evaluate data.

Not being able to obtain and interpret data accurately might hamper your B2B campaign, and you can lose profitable leads.

As we all know that humans can make mistakes, butAI can simplify the complexities of media planning. With AI, you can solve complex problems speedily and retrieve history within no time. For example, AI-powered social media platforms can let social media marketers know which clients have higher income and even which luxury brands they own.

8) Tracking B2B marketing campaign efforts

As a social marketer, you might be interested in knowing how your B2B campaign is performing and if it needs any changes. Experts suggest that B2B social media marketers should always compare their current performance with past results to gauge true results.

According toessay writers UK, AI-powered platforms have enabled businesses to track prospects every step of the way. With AI, you don’t need to wait for a week to get a post mortem report of your B2B campaign.

This also enabled social media marketers to make immediate changes in your B2B campaign if required. Similar strategy is used formobile application developmentfor your B2B prospects.

9) Optimizing email send times

No matter how much noteworthy piece of content with valuable information you create, it would be worthless if your customers don’t find it when they open their email.

With AI, social media marketers are empowered. They can optimize email delivery times. AI calculates the best time to send emails to your audience.

According to a study, morning is the best time to send B2B emails. Emails that are sent between 12:00 am to 8:15 am receive a high open-rate.

In summary

AI has completely changed the way social media marketers design and launch a B2B marketing campaign. Things are pretty easier and quicker.

With AI revolutionizing how data is gathered, processes, and created, social media marketers get more time to spend on other meaningful activities.


This article is written by Amanda Jerelym and originally published here 

Top five digital marketing trends for 2021

A look at the priorities that will potentially drive global marketing strategies post Covid

2020 will go down as a year that altered the course of history. One of the major implications of the Covid-19 pandemic has been the fact that it has accelerated a switch to all things digital. The world has had to adapt the way that it communicates and does business – social media usage has skyrocketed, businesses have adopted a ‘virtual’ way of working and work from home (WFH) has become an accepted business practice.

As we head towards the end of the year, there is no reverting back to the ‘way things were’.

Here are the leading digital marketing trends expected for 2021.

Rise of the chatbot
If you’ve had an e-commerce transaction go wrong or had a food app order mishap, chances are you’ve had to deal with a chatbot. The growth of online and e-commerce purchases, coupled with a chatbot’s ability to interact with customers and mimic real-life interactions, makes it a very attractive go-to solution for businesses.

For marketers, however, this presents a unique opportunity whereby they can use chatbots to not only provide instant customer service, but also be a source of direct interaction for information and data collection.

More recently, the use of chatbots has expanded, and they are being used in creative ways to help drive customer engagement and website traffic. Chatbots are not going anywhere and we will only see them becoming more prevalent as time goes on.

Voice activated search becoming the norm
This trend pays tribute to our most famous virtual assistants: Siri, Google Home and Alexa. Over the last few years, people have been using digital voices to assist them with nearly everything: playing music, checking the weather, setting alarms and getting directions.

Voice search has also been integrated into many of our everyday tech devices like smartphones, laptops, tablets and more. Thanks to the ease and convenience it provides, voice activated search is predicted to further hit a high in 2021. In line with this trend, there lies a great opportunity for digital marketers, who must look at stepping up their business’s SEO game.

If we consider the fact that the future of search is voice, then marketers must be cognisant of this trend and choose keywords for SEO optimisation that are compatible with what people are accustomed to asking a virtual assistant. Text-based search is going to be a thing of the past soon, so in order to ensure that your content is visible, one must ensure it is optimised for both voice and text search.

The integration of AR and VR
The two major technological advancements that are ready to overtake the present and future of business are undoubtedly augmented reality (AR) and virtual reality (VR). From product development to storytelling and creating engaging content, AR and VR have emerged as the heroes of this pandemic and allowed marketers to bring experiences to life – albeit virtually.

While video content will prevail as a dominating force in the years to come, the next ‘big thing’ that will have a major impact in 2021 is the use of AR and VR to create 3D environments that strengthen the emotional bonds between a brand, its products and the customers.

Many brands have already started implementing AR into their customers’ regular shopping experiences – for example Ikea customers can now access an AR app and see a 3D illustration of furniture in their home spaces before making a purchase, or Asos customers can take the ‘The virtual walk’ where they see a real-world vision of their favourite garments on a virtual model.

A new era of ‘shoppable posts’
Online shopping has seen a major uptick during the pandemic and ‘shoppable posts’ are fast becoming the norm, rather than the exception.

With the breadth of shoppable posts spanning all major social media platforms including Instagram, Facebook, YouTube and Pinterest, businesses have tremendous power to maximising their e-commerce presence across a multitude of platforms. Customers can easily click on the shopping icon of any product showcased on a company’s Instagram feed and either be directed to the e-commerce website page or go straight to check out. Either way, it’s easy, convenient and hassle free.

Domination of short-form video content
Video content is all set to solidify its position as the GOAT (greatest of all time) of content marketing in 2021. The pandemic has only highlighted its importance and the demand for video is not going to be slowing down anytime soon. It is fast becoming a cornerstone of any business’ marketing strategy  and brands have already made tremendous progress with their video content strategies.

But most noteworthy is the fact that short-form video content is emerging as a front runner. While long-form content still has a place, short form videos are dominating – they’re succinct videos and snippets that are a quick fix for brands that want to connect with their customers and stay top of mind. They’re memorable, easily digestible and can push engagement. One only has to look at the astronomical success of TikTok during Covid-19 to see the appetite of consumers for short and snackable-sized content.

Zaib Shadani is a PR consultant and media trainer at Shadani Consulting


This article is written by Zaib Shadani and originally published here

Revolutionising digital marketing through AI-powered tools

With AI, marketers can spot micro trends and even predict them to a large extent

The digital era took off with the internet coming of age, its fiery adoption, and the ubiquitous access to personal computers. The first fully assembled personal computer was sold by Apple in the later part of the ’70s, while the ’80s saw the internet’s introduction. Finally, the ’90s saw the mass usage of the internet by the whole world. This led to a fundamental change in the global communications landscape and prompted wholesale digital marketing changes. Enterprises realised the potential of this new channel. They raced to build their web presence and optimise themselves to pull in higher search engine rankings for brand visibility and generate demand for their products and services. All these developments in the ecosystem led to the birth of several dot com companies. The dot com burst also saw a lot of those companies vanish into thin air.

Post-2000 or the post dot com era saw companies strive to compete and outperform. Digital marketing practices became more complex as they evolved. While digital marketing algorithms underwent massive evolution through decades, the elusive and nebulous Artificial Intelligence (AI) gradually made its way to aid that evolution.

So, what is AI, and how did it become a part of our lives?

The term Artificial Intelligence was first coined by John McCarthy in 1956 when he held the first academic conference on the subject, but the concept was even older. By definition, it refers to the simulation of human intelligence in machines programmed to think, react and decide like humans, and mimic their actions. From watching sci-fi movies to conversations with humorous and smart Siri or Alexa and self-driving cars, AI has become a part of our lives every day through the data we feed continuously to the internet.

With AI, marketers can spot micro trends and even predict them to a large extent. They can then make strategic decisions about where they allocate their budgets and who they target. As a result, brands can reduce digital advertising waste and get the best bang for the bucks spent.

For example, Amazon, Facebook, Netflix, YouTube, etc., use AI to predict their consumers’ behavior and present them with relevant products and videos based on their search histories, views, and other demographic data accumulation and analysis. From one-size-fits-all marketing to a one-size-fits-only-one, AI has made it possible to create customized experiences for every consumer in almost every sector now.

AI tools are being integrated with digital marketing to create, curate, and market content, gradually substituting customer service centers through chatbots. Consumer behavior and preferences are also being predicted through email marketing and social listening, which, in turn, help consumers search online through voice search algorithms. AI can also design and develop websites through its algorithms instead of hiring web developers and can provide consumers with compelling UI/UX through buyer persona analyses.

Some of the popular AI-led digital tools include HubSpot’s social media software that automatically creates social posts based on the metadata of the link you copy and paste, saving a lot of time. Anyone subscribed to HubSpot’s Marketing Hub or its higher versions can use the tool, which can be found in the platform’s Social section. Phrasee is another enterprise-level AI copywriting tool for generating increased ROI from multi-channel marketing, including emails, Facebook, and Instagram. Sprout Social enables brands to find, form, and deepen connections with their social audience. Sprout Social’s automated technology can also help generate tweets that can reply to fans, customers, or followers. Acrolinx is another AI marketing that can help businesses develop optimal content marketing strategies and provide scalable AI solutions for content creation.

We are now living in an age of all things data. Digital marketing is evolving every second, from static banners to clickable ones, from a blanket discount to dynamic pricing influencing buying decisions on-the-go. Marketers are now using search patterns to predict their sales and serve customers better.

What’s next?

AI is the new face of productivity, efficiency, and profitability. It is no longer limited to the usage of more prominent firms. MSMEs and start-ups too can adapt and scale their business through the strategic use of AI. The biggest boon in the future digital era will be the gradual extinction of human errors through AI-enabled processes and systems and detecting frauds and other criminal activities online.

However, the apparent fear that looms is the replacement of specific human jobs of marketers or advertisers. But to embark on a new era driven by AI does not mean so. AI is here to unleash their creative potential and rewire them to plan and execute marketing programs better.

As a business owner or marketer, it’s time to identify problems that might deter the business or its marketing. An insightful approach aided by AI will surely and accurately solve these issues for a future-proof business.

The author is a serial entrepreneur and the co-founder of The Higher Pitch, an Experience Consulting company


This article is written by Nishant Mishra and originally published here