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4 Ways AI Is Transforming Social Media Marketing

Rebecca Barnatt-Smith explains how marketers and content creators can use AI-powered predicative analytics, content personalisation and scheduling tools to create successful social media campaigns.

Is artificial intelligence (AI) the next big thing for social media marketers?

With over 4.26bn social media users to serve, AI is set to transform targeting and improve content personalisation for a more focused marketing future.

AI is not a new phenomenon in the marketing world. When surveyed, over 56pc of chief marketing officers (CMOs) said they use automated assistants for content personalisation and tracking consumer insights. AI-driven social strategies are just the next step in a fast-approaching digital future of campaigning.

However, could a push for AI-infused social campaigns pose ethical concerns for future marketers? From breaching consumer privacy to decision system bias, with great technology comes great responsibility.

Here we look at AI’s impact on social media marketing and discuss some of the best AI-infused platforms that are tipped to lead social strategies in 2023.

How can AI improve your social media?

Using AI, you can quickly segment large demographics into targeted groups, track viral trends and schedule personalised content responses in seconds.

If you want to compete against commerce giants and industry leaders, your social content should be consistent, compelling and customised to each and every consumer. Here are some insights into how AI can help.

Content personalisation

In 2023, 73pc of shoppers expect brands to offer them a personalised experience and content that speaks directly to their values. AI can enhance a brand’s personalisation potential in a number of ways.

Automatically harvesting behavioural and historical consumer data, AI-generated platforms can quickly learn about a user’s interests and predict what products or services they’d be most likely to interact with, resulting in a hyper-individualised experience that can boost engagement and increase the chances of conversion.

However, with 69pc of consumers now concerned about how their data is collected and used on mobile apps, it’s important to use content personalisation tools with caution.

“As consumers continue to learn and become more informed about their data rights and how their data is currently used, I expect we’ll see more and more calls from consumers to have their data protected,” claims Swish Goswami, CEO of browser extension platform Surf.

The key here is to keep your consumers in the loop. Give your followers a chance to choose what they share, and make sure the data you collect is transparent. Personalised ads, posts and targeting is a business game changer, as long as you have consent.

Automated content posting

Creating content for your brand is the driving force behind audience engagement.

While experts recommend that brands upload social media content daily, this process can be time-consuming. Using AI-driven social media tools, marketers can feel the pressure drain away, as automated assistants not only create original content formats but automatically schedule them too.

For example, AI-infused content planner Sprout Social can generate personalised tweets that reply to fans and followers in seconds. Instead of physically manning social channels and checking for replies, Sprout Social monitors a brand’s comment section before analysing the tone and sentiment of a reply. Sprout can then suggest an auto-response that aims to carry on the conversation between the brand and the consumer.

While automatic replies can pose ethical questions about a brand’s true identity, Sprout Social ensures that before an automatic reply is posted, the social media manager is able to review and edit the content. This guarantees that the brand’s voice still has a human tone when connecting with its audience.

Hubspot is also a nifty tool to have under your belt, especially if you’re struggling to develop new content ideas. By simply pasting a content link into Hubspot’s content generation feature, it uses AI to quickly analyse the metadata and create an original social post.

Social media advertising

Social platforms are the perfect vessels for advertising success. Whether you choose TikTok or Instagram, with the ability to post a pop-up on a user’s scroll-down feed, or a sponsored TikTok that blends seamlessly into a For You Page, social channels allow for a more organic future of ad placement.

However, with so many brands utilising social media, it can be hard to make your ad stand out from the crowd. Your ads must be full of compelling captions, quick links to your online store and contain a personalised hook for your target consumer.

Using AI, brands can optimise their ad performance on social channels. With the ability to analyse historic campaigns and current trends among industry leaders, AI-driven ad tools such as Sprinklr can make recommendations for smarter campaigns that drive better results.

Also, AI-infused ad strategies are more likely to be personalised to each user’s feed. AI tools like Phrase can generate customisable ad phrasing that adapts to target individual customers. This is a great way to ensure your ad captions remain fluid and speak directly to a diverse set of leads.

Predictive analytics

While it’s easier than ever to track social media performance, acting on your results can be tricky. AI-generated monitoring tools utilise the data harvested on content engagement, clicks and consumers, and turn these insights into predictions for new campaigns, content formats and new target groups to work on.

The key here is to take these predictions and turn them into content campaigns that frame the values of your brand. It’s also important to do your own research before jumping into an AI-generated content campaign, as just like humans, AI can have a decision system bias.

“AI is fallible and in a perfect world should be used critically, responsibly and democratically,” says Annie Brown, founder of the creative sharing platform Lips. “AI is only as fair and accurate as the algorithm, and the algorithm is only as fair or accurate as the human-generated information it gathers.”

For example, if the only data your AI tool collects is from a specific consumer group, it’s likely to inherit the same biases. Therefore, it’s important to perform your own content research if you want your brand voice to remain objective on social media.

However, with more data to inform their strategy, brands that use AI to influence their social campaigns are more likely to see higher conversion payoffs.

As social platforms continue to become more visual, AI can also enhance video and image analysis. For example, AI algorithms can now identify certain aspects of Instagram images and TikTok videos, making it easier to gather more data on a user’s interests and behaviours.

Visual analytics could help a brand improve its content styles as AI tools learn more about audience preferences and the formats going viral.

Could AI take social media marketing to the next level?

AI can enhance the experience a consumer has with a brand on social media. With predictive analytics at play, the content targeted users receive is more likely to speak directly to their values.

While there are still ethical concerns surrounding an AI-infused future of campaigning, there’s hope on the horizon for data-sharing transparency and the impact of algorithmic biases as both consumers and marketers take control of how data is gathered and shared.

As machine learning gets even smarter, the possibilities are endless for brands that want to get close to their leads. From automated responses to automatic content creation, the future of social media marketing is AI-driven.

By Rebecca Barnatt-Smith

Rebecca Barnatt-Smith is a freelance content writer and multi-media marketing executive at Solvid Digital, specialising in social media trends and widespread digitalisation in the marketing sector.


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Folkestone dubbed the new Whitstable after undergoing a dramatic transformation

Every year around this time we hear of plans to regenerate run-down seaside towns and dreary resorts, from Margate to Morecambe. 

Yet none could match the dramatic transformation of Folkestone on Kent’s south coast.

Just ten years ago, Folkestone was on the slide. ‘I moved here in 2015 from Gran Canaria to work in a hotel and parts of the town, notably the harbour area, were scary — so I moved on to Canterbury,’ says Alex Rodriguez, 31, now a freelancer working in corporate communications.

Turning the tide: The Kent seaside town’s once off-limits harbour is now an enticing location

Turning the tide: The Kent seaside town’s once off-limits harbour is now an enticing location

‘Then I heard about the changes going on, so in 2020 I moved back here with my husband and picked up a three-bedroom Victorian end-terrace house for £240,000. 

I have never regretted it — Folkestone nowadays has a really cool vibe and beautiful scenery.’

It is difficult to imagine the Folkestone that Alex found back in 2015. Much of the harbour and seafront was occupied by railway sidings, a squalid fairground and a flea market. The Old Town area was, to put it bluntly, a slum.

It took the ambition of Sir Roger De Haan to create the Folkestone of today. He bought the town’s harbour in 2004 with a view to regenerating it.

‘My parents started [travel company] Saga and when I sold the company in 2004 [for £1.35 billion] I was still only in my late 50s and I needed to carry on working,’ Sir Roger told me. ‘I decided on four strands of regeneration: education, buildings, the arts and sport.’

These areas were in desperate need of attention. Folkestone had one of the five least academically successful secondary schools in England. 

With an investment of £34 million, Sir Roger had architect Norman Foster design a replacement and it is now judged ‘good’ by Ofsted. 

Sir Roger also helped set up performance venues and ploughed money into a variety of sports facilities.

But the flagship of the new-look Folkestone is a development of 84 apartments on the sea-front. Set on shingle at the top of the beach, it is built of glistening white, glazed bricks. 

Broad balconies give the exterior a Gaudi-esque look, while inside the curvature of the tall windows means rooms are bathed in light. Materials of wood and pebble echo the seaside theme.

Prices range from £430,000 for a one-bedroom flat to £2.2 million for a penthouse. Six more blocks are planned, totalling 1,000 units (shorelinefolkestone.co.uk).

Nearby is the restored Harbour Arm, with its champagne bar, food stalls. Stroll south along the seafront and you pass brightly painted beach huts and a landscaped coastal path.

The revamped Old High Street is now bursting with independent shops and studios — not unlike popular and chi-chi Whitstable on the north Kent coast.

‘It has a really cosmopolitan atmosphere,’ says Alex. ‘There are lots of freelancers and we meet in a coffee shop twice a week, which gives a real sense of community.’

There’s a lot to attract newcomers, with London’s St Pancras just an hour away. So, with so many seaside towns looking to re-invent themselves, what’s the secret of a successful regeneration?

‘In areas where the economy is broken, it is not enough to just fix the buildings,’ said Sir Roger. ‘You have to give the town a whole new economic purpose … there must be one over-arching grand ambition.’

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Majority of Businesses (82%) Set to Boost R&D Funding in the Next Three Years

Businesses And R&D Funding

More than 78% of R&D professionals believe that an enhanced 50% R&D tax credit will incentivise green tech development

A recent report by the Industry Research and Development Group (IRDG) and KPMG sheds light on the state of Research and Development (R&D), highlighting the urgent need for increased funding to keep pace with other leading innovation-driven nations. Titled ‘Ireland’s Innovation Index,’ the report presents insights gathered from a survey of 394 respondents representing various sectors, including engineering, technology, medical, and software.

Growing Ambitions for R&D Investment

The findings of the report reveal that a significant majority (80%) of respondents plan to boost their R&D expenditure in the next three years, while 67% have already increased their R&D budgets over the past three years. Encouragingly, only a mere 4% anticipate a decrease in future R&D spending. This heightened commitment to R&D investment underscores its critical role in driving economic growth and competitiveness.

R&D Landscape

Ireland has demonstrated commendable performance in the realm of R&D, with a substantial proportion (69%) of multinational companies considering Irish R&D grants and tax supports on par with or even superior to those offered by other countries. Only 31% expressed a less favorable opinion. Moreover, 64% of the survey respondents have taken advantage of the Research and Development Tax Credit (RDTC), while 53% have availed themselves of semi-state grant supports. These figures indicate the value that companies place on government incentives to support their innovation endeavors.

The Need for Increased Funding

Despite the positive strides made, the report highlights the pressing need for Ireland to bolster its R&D funding to match the levels seen in leading innovation-driven nations. According to the IRDG, an additional €2 billion in funding is required to bridge this gap effectively.

Embracing Sustainability and Digitalization

The report also emphasizes the potential of enhanced R&D funding in promoting green tech development. An overwhelming 78% of R&D professionals believe that an improved 50% R&D tax credit would serve as a powerful incentive to drive innovation in sustainable technologies. This highlights the need to align R&D investment with the challenges of sustainability and digitalization, ensuring continued economic prosperity and positioning Ireland as a global leader in these areas.

The Importance of Support for SMEs and FDI

Dermot Casey, CEO at IRDG, underscores the significance of increased investment in innovation, particularly in supporting innovative small and medium-sized enterprises (SMEs) to create the next generation of Irish success stories, akin to industry leaders like Kingspan and Fexco. Additionally, such investment is crucial to bolster the Foreign Direct Investment (FDI) sector. Businesses are poised to invest, but they require robust support to overcome challenges related to accessing skills, talent, and administrative burdens.

Competition in the Global Landscape

Ken Hardy, head of KPMG’s R&D incentives practice, draws attention to the intense competition among European jurisdictions, including neighboring countries like the UK, which are actively vying to attract R&D activities. In light of this landscape, Ireland must fortify its support systems and allocate a more substantial budget to maintain its competitiveness. Hardy commends the positive sentiment among over two-thirds of Irish RD&I professionals who view Ireland’s support systems as comparable to those of other countries.

Charting the Path Forward

The report underscores the urgent need for Ireland to bolster its investment in R&D, both to stimulate innovation and to address the challenges presented by sustainability and digitalization.

By increasing funding and providing comprehensive support to innovative companies, Ireland can seize opportunities for economic growth and maintain its position as a global hub for research and development. The collective efforts of industry, government, and academia will be instrumental in driving Ireland’s innovation agenda and securing a prosperous future.


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Ways Small & Medium-Sized Businesses Can Hire Big Tech Talent

In response to mounting financial concerns, tech giants like Amazon, Microsoft, and Alphabet (Google’s parent company) have recently implemented significant staff cuts. This has prompted industry leaders to reevaluate their hiring practices, recognizing the limitations of Big Tech’s ability to weather challenging economic times.

While the tech industry’s overall stability is assured, the combination of a declining economy and a previous surge in hiring has resulted in substantial job losses. However, this situation also presents an opportunity for small businesses and start-ups to tap into a pool of available tech experts.

To capitalize on this unique scenario, small and medium-sized business (SMB) owners must act swiftly to gain a competitive advantage over larger companies and attract highly skilled candidates.

In this article, John Elf, Technology Contributor at ‘Voice of EU’ and Head of Marketing at Vibertron Technologies, provides insights into some simple but effective strategies for attracting talent in a candidate-heavy market.

Small and medium-sized businesses (SMBs) can leverage consulting services to attract the best talent, just like big tech companies do. Here’s how SMBs can make use of consulting services to enhance their talent acquisition efforts:

1. Talent Acquisition Strategy Development: SMBs can engage consulting firms specializing in talent acquisition and HR strategies to help them develop a comprehensive talent acquisition strategy. These consultants can assess the organization’s needs, identify talent gaps, and devise effective recruitment and sourcing strategies tailored to the SMB’s specific industry and requirements. This strategic approach ensures that the SMB is targeting the right candidates and maximizing its resources.

2. Employer Branding and Positioning: Consulting firms experienced in employer branding can assist SMBs in developing a strong employer brand that resonates with their target talent pool. They can help SMBs articulate their unique value proposition, culture, and growth opportunities, ensuring that the organization stands out as an attractive employer. These consultants can also provide guidance on how to effectively communicate the employer brand across various channels to attract the best talent.

3. Recruitment Process Optimization: Recruitment service provider can help SMBs, same as LCEs, optimize their recruitment processes, making them more efficient and effective. Consultants can review and streamline the entire hiring process, from job postings and candidate screening to interview techniques and selection methodologies. By improving the candidate experience and ensuring a smooth and timely process, SMBs can enhance their reputation as an employer of choice.

4. Candidate Sourcing and Evaluation: Consulting firms specializing in talent acquisition can assist SMBs in sourcing and evaluating candidates. They can leverage their networks and resources to identify top talent and conduct thorough assessments, including skill evaluations, cultural fit analysis, and background checks. By leveraging external expertise, SMBs can access a broader candidate pool and make well-informed hiring decisions.

5. Compensation and Benefits Consulting: Attracting and retaining top talent often requires competitive compensation and benefits packages. SMBs can engage consulting firms that specialize in compensation and benefits to ensure their offerings align with industry standards and meet the expectations of high-caliber candidates. These consultants can provide insights into market trends, salary benchmarks, and innovative benefit options, enabling SMBs to remain competitive in talent acquisition.

6. Training and Development Programs: SMBs can leverage consulting services to design and implement training and development programs. These programs not only help attract talent but also contribute to employee retention and growth.

Consultants can identify skill gaps, design customized training modules, and provide guidance on employee development initiatives, ensuring that SMBs create a culture of continuous learning and professional advancement.

By utilizing consulting services in talent acquisition, SMBs can access specialized expertise, best practices, and industry insights that are typically associated with larger companies. This approach enables SMBs to compete for top talent on a more level playing field, enhancing their ability to attract and retain the best candidates.


By John Elf

John Elf is Head of Marketing at Vibertron Technologies, and an Honorary Contributor at ‘Voice of EU’. A version of this article has already been published.


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