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Emerging Technologies and Trends to Watch

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Emerging Technologies and Trends to Watch

Marketing professionals are constantly challenged to stay ahead of the curve.

As consumer behaviors shift and technology continues to advance, the future of marketing is being shaped by a myriad of emerging technologies and trends. In this article, we will explore some of the most impactful developments in marketing technology and discuss how they are reshaping the industry.

5 marketing trends that you should know about

1. Artificial Intelligence (AI) and Machine Learning

Outsourcing marketing services to digital agencies can greatly benefit businesses, especially in the era of AI and machine learning. AI and machine learning have already begun to revolutionize the way marketers understand and engage with their audiences. By analyzing vast amounts of data, AI-powered algorithms can uncover valuable insights into consumer preferences and behaviors. This enables marketers to deliver more personalized and targeted experiences to their customers, leading to higher levels of engagement and conversion.

One of the most exciting applications of AI in marketing is predictive analytics. By leveraging historical data, AI algorithms can predict future trends and customer behaviors with remarkable accuracy. This allows marketers to anticipate the needs of their audience and tailor their inbound marketing strategies accordingly.

Additionally, AI-powered chatbots are becoming increasingly popular for providing personalized customer support and driving sales through conversational marketing. As well as, an AI video editor is becoming popular, making video editing easier and custom to every individual recipient.

2. Augmented Reality (AR) and Virtual Reality (VR)

Augmented reality and virtual reality have the potential to transform the way consumers interact with brands and products. AR technology overlays digital content in the real world, allowing users to experience immersive brand experiences from the comfort of their own homes. VR, on the other hand, creates entirely virtual environments that users can explore and interact with.

For marketers, AR and VR offer exciting opportunities to create memorable and engaging experiences for their audiences. Retailers can use AR technology to allow customers to try on clothing virtually or visualize how furniture will look in their homes. Similarly, VR experiences can transport users to virtual showrooms or product demonstrations, enabling them to fully immerse themselves in the brand experience.

Additionally, implementing user access reviews ensures that only authorized individuals have access to sensitive data and resources, maintaining integrity and security.

Moreover, leveraging the latest advancements in AR and VR technology, marketers can explore innovative avenues for enhancing brand recognition and consumer engagement, including utilizing the best logo design software to craft immersive brand experiences that resonate deeply with their target audience.

3. Voice Search and Smart Assistants

The rise of voice search and smart assistants has fundamentally changed the way consumers search for information and interact with brands. With the growing popularity of devices, more and more people are using voice commands to perform searches, make purchases, and access information.

For marketers, optimizing content for voice search presents both challenges and opportunities. Voice search queries tend to be more conversational and long-tail, requiring a shift in keyword targeting and content optimization strategies.  In case your brand delivers translation services, adapting content for voice search becomes even more crucial, necessitating multilingual optimization to reach diverse audiences effectively.

Additionally, brands can leverage smart assistants to provide personalized recommendations and assistance to customers, further bettering the customer experience.

4. Data Privacy and Compliance

As the importance of data-driven marketing continues to grow, so too does the need for strong data privacy and compliance measures. With the implementation of those regulations, marketers must be more transparent and accountable in their handling of consumer data.

In the future, we can expect to see even stricter regulations around data privacy and cybersecurity, as well as increased consumer demand for transparency and control over their personal information. Marketers will need to invest in technologies and processes that ensure compliance with these regulations while still delivering personalized and relevant experiences to their customers.

Additionally, integrating the best profanity filter APIs can further better user experience and safeguard brand reputation by ensuring that user-generated content remains free of inappropriate language.

5. Sustainability and Social Responsibility

In an era of increasing environmental awareness and social consciousness, consumers are demanding more from the brands they support.

Sustainability and social responsibility have become key differentiators for companies looking to build trust and loyalty with their audience.

In response, marketers are incorporating sustainability and social responsibility into their brand messaging and marketing campaigns.

Similar to an initiative – the Texas RTK network, which promotes environmental stewardship and transparency in agricultural practices, and keeps gaining traction among diligent consumers.

From eco-friendly products to charitable initiatives, brands are aligning themselves with causes that resonate with their target audience and demonstrate their commitment to making a positive impact on the world.

Conclusion

The future of marketing will be filled with exciting, endless possibilities. Not only technologies are becoming more and shifting consumer expectations.

Marketers must stay agile and adaptable, from AI and augmented reality to voice search and sustainability.

By embracing these emerging trends and technologies, marketers can create more personalized, engaging, and meaningful experiences for their customers, ultimately driving success for their brands in the years to come.

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The Future of Content Success Is Social

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The Future of Content Success Is Social

Here’s a challenge: search “SEO RFP” on Google. Click on the results, and tell me how similar they are.

We did the same thing every other SEO does: We asked, “What words are thematically relevant?” Which themes have my competitors missed?” How can I put them in?” AND “How can I do everything just slightly better than they can?”

Then they do the same, and it becomes a cycle of beating mediocre content with slightly less mediocre content.

When I looked at our high-ranking content, I felt uncomfortable. Yes, it ranked, but it wasn’t overly helpful compared to everything else that ranked.

Ranking isn’t the job to be done; it is just a proxy.

Why would a high-ranking keyword make me feel uncomfortable? Isn’t that the whole freaking job to be done? Not for me. The job to be done is to help educate people, and ranking is a byproduct of doing that well.

I looked at our own content, and I put myself in the seat of a searcher, not an SEO; I looked at the top four rankings and decided that our content felt easy, almost ChatGPT-ish. It was predictable, it was repeatable, and it lacked hot takes and spicy punches.

So, I removed 80% of the content and replaced it with the 38 questions I would ask if I was hiring an SEO. I’m a 25-year SME, and I know what I would be looking for in these turbulent times. I wanted to write the questions that didn’t exist on anything ranking in the top ten. This was a risk, why? Because, semantically, I was going against what Google was likely expecting to see on this topic. This is when Mike King told me about information gain. Google will give you a boost in ranking signals if you bring it new info. Maybe breaking out of the sea of sameness + some social signals could be a key factor in improving rankings on top of doing the traditional SEO work.

What’s worth more?

Ten visits to my SEO RFP post from people to my content via a private procurement WhatsApp group or LinkedIn group?

One hundred people to the same content from search?

I had to make a call, and I was willing to lose rankings (that were getting low traffic but highly valued traffic) to write something that when people read it, they thought enough about it to share it in emails, groups, etc.

SME as the unlock to standout content?

I literally just asked myself, “Wil, what would you ask yourself if you were hiring an SEO company? Then I riffed for 6—8 hours and had tons of chats with ChatGPT. I was asking ChatGPT to get me thinking differently. Things like, “what would create the most value?” I never constrained myself to “what is the search volume,” I started with the riffs.

If I was going to lose my rankings, I had to socially promote it so people knew it existed. That was an unlock, too, if you go this route. It’s work, you are now going to rely on spikes from social, so having a reason to update it and put it back in social is very important.

Most of my “followers” aren’t looking for SEO services as they are digital marketers themselves. So I didn’t expect this post to take off HUGLEY, but given the content, I was shocked at how well it did and how much engagement it got from real actual people.

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7 Things Creators Should Know About Marketing Their Book

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7 Things Creators Should Know About Marketing Their Book

Writing a book is a gargantuan task, and reaching the finish line is a feat equal to summiting a mountain.

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Being position-less secures a marketer’s position for a lifetime

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Optimove Positionless Marketer Optimove

On March 20, 2024, the Position-less Marketer was introduced on MarTech.org and my keynote address at Optimove’s user conference.

Since that initial announcement, we have introduced the term “Position-less Marketer” to hundreds of leading marketing executives and learned that readers and the audience interpreted it in several ways. This article will document a few of those interpretations and clarify what “position-less” means regarding marketing prowess.

As a reminder, data analytics and AI, integrated marketing platforms, automation and more make the Position-less Marketer possible. Plus, new generative AI tools like ChatGPT, Canna-GPT, Github, Copilot and DALL-E offer human access to powerful new capabilities that generate computer code, images, songs and videos, respectively, with human guidance.

Position-less Marketer does not mean a marketer without a role; quite the opposite

Speaking with a senior-level marketer at a global retailer, their first interpretation may be a marketer without a role/position. This was a first-glance definition from more than 60% of the marketers who first heard the term. But on hearing the story and relating it to “be position-less” in other professions, including music and sports, most understood it as a multidimensional marketer — or, as we noted, realizing your multipotentiality. 

One executive said, phrasing position-less in a way that clarified it for me was “unlocking your multidimensionality.” She said, “I like this phrase immensely.” In reality, the word we used was “multipotentiality,” and the fact that she landed on multidimensionality is correct. As we noted, you can do more than one thing.

The other 40% of marketing executives did think of the “Position-less Marketer” as a marketing professional who is not confined or defined by traditional marketing roles or boundaries. In that sense, they are not focused only on branding or digital marketing; instead, they are versatile and agile enough to adjust to the new conditions created by the tools that new technology has to offer. As a result, the Position-less Marketer should be comfortable working across channels, platforms and strategies, integrating different approaches to achieve marketing goals effectively.

Navigating the spectrum: Balancing specialization and Position-less Marketing

Some of the most in-depth feedback came from data analytic experts from consulting firms and Chief Marketing Officers who took a more holistic view.

Most discussions of the “Position-less Marketer” concept began with a nuanced perspective on the dichotomy between entrepreneurial companies and large enterprises.

They noted that entrepreneurial companies are agile and innovative, but lack scalability and efficiency. Conversely, large enterprises excel at execution but struggle with innovation due to rigid processes.

Drawing parallels, many related this to marketing functionality, with specialists excelling in their domain, but needing a more holistic perspective and Position-less Marketers having a broader understanding but needing deep expertise.

Some argued that neither extreme is ideal and emphasized the importance of balancing specialization and generalization based on the company’s growth stage and competitive landscape.

They highlight the need for leaders to protect processes while fostering innovation, citing Steve Jobs’ approach of creating separate teams to drive innovation within Apple. They stress the significance of breaking down silos and encouraging collaboration across functions, even if it means challenging existing paradigms.

Ultimately, these experts recommended adopting a Position-less Marketing approach as a competitive advantage in today’s landscape, where tight specialization is common. They suggest that by connecting dots across different functions, companies can offer unique value to customers. However, they caution against viewing generalization as an absolute solution, emphasizing the importance of context and competitive positioning.

These marketing leaders advocate for a balanced marketing approach that leverages specialization and generalization to drive innovation and competitive advantage while acknowledging the need to adapt strategies based on industry dynamics and competitive positioning.

Be position-less, but not too position-less — realize your multipotentiality

This supports what was noted in the March 20th article: to be position-less, but not too position-less. When we realize our multipotentiality and multidimensionality, we excel as humans. AI becomes an augmentation.

But just because you can individually execute on all cylinders in marketing and perform data analytics, writing, graphics and more from your desktop does not mean you should.

Learn when being position-less is best for the organization and when it isn’t. Just because you can write copy with ChatGPT does not mean you will write with the same skill and finesse as a professional copywriter. So be position-less, but not too position-less.

Position-less vs. being pigeonholed

At the same time, if you are a manager, do not pigeonhole people. Let them spread their wings using today’s latest AI tools for human augmentation.

For managers, finding the right balance between guiding marketing pros to be position-less and, at other times, holding their position as specialists and bringing in specialists from different marketing disciplines will take a lot of work. We are at the beginning of this new era. However, working toward the right balance is a step forward in a new world where humans and AI work hand-in-hand to optimize marketing teams.

We are at a pivot point for the marketing profession. Those who can be position-less and managers who can optimize teams with flawless position-less execution will secure their position for a lifetime.

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