Quality content. Content marketing. Mobile-friendly content. Ad retargeting.
Scores of pundits and prognosticators awake and arise this time of year from their marketing crypts to make predictions, outline scenarios on what they see as hot digital marketing trends for the upcoming year. And we see a lot of those aforementioned terms – and others – you know what some of them are - year-after-year, being bandied about and re-purposed.
To use some pirate vernacular, “arrrggggghhhhhh!”
All good-intentioned, most impart a lot of useful info-nuggets but it’s easy to get lost in the morass.
So is there anything really interesting that might help drive awareness of products/services, and ultimately sales next year?
Internet Retailer recently did a search marketing survey (full results being published in November) from mid-September to mid-October encompassing responses from 95 participants; about two-thirds identified themselves as working for web-only retailers.
Some interesting survey snippets:
• 46.2% reported increased traffic to their e-commerce sites over the past year through natural, or organic search;
• 32.9% generated at least half of their online sales through their paid search and organic search programs combined;
• 40.3% said their search marketing budgets increased over the past year;
• 53.3% said they would increase their pay-per-click search spending... Read more
Truly intelligent machines may still be years in the future but that doesn’t mean we can’t come pretty close in all sorts of coo ways with our own current personal devices.
The science of automatic speech recognition (ASR) and interactive voice response technology (IVR) have both advanced dramatically in the last few years and the results are definitely notable. Devices like the iPhone with their Siri voice recognition interface are one particularly famous (and very useful) example but Siri isn’t alone anymore.
Let’s take a look at how these incredible technologies work and how they learn to interact with us in ways that make our lives easier.
The Basics: How ASR Technology Works
The essential process of automatic speech recognition technology is pretty straightforward. In pretty much all cases, it follows these steps:
You speak into your device
The device creates a wave from the sound you made
The background noise behind your voice is reduced and the volume is normalized.
The resulting filtered wave form (sound sequence) is broken down into a series of phonemes (which are the basic building block sounds that form our words; 44 of them exist in English)
Each phoneme is like a chain link, by analyzing the first phoneme, your device statistically analyses... Read more
There’s a major misperception around personalization when it comes to marketing. Once attributed to highly complex, and often costly, B2B targeting, this concept of designing or tailoring something to meet each individual’s needs or preferences has become a bit muddled in the B2C space. For many marketers, ‘personalized’ has become a label used synonymously with any campaign employing customer data. But let’s be clear, having data is not enough when it comes to effective personalization.
In this world of mobile dependency, marketers have the perfect opportunity to capitalize on the value of delivering personalized experiences. Yet the challenge of knowing when and how to act is often a major barrier to adopting a more personalized approach.
One company that has caught my attention – and my wife’s wallet – is the Bay Area startup, Stitch Fix, which claims to be ‘the first fashion retailer to blend expert styling, proprietary technology and unique product to deliver a shopping experience that is truly personalized for you.’ Essentially, you fill out a style sheet, and they have a stylist select five items which are delivered to your doorstep. Then you simply buy the ones you like. As my wife continues to remind me, working moms... Read more