Tag Archives: Search Engine

How Artificial Intelligence Has Revolutionized Digital Marketing

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Last week, we explored the real power of Artificial Intelligence. AI’s ability to comprehend complex data sets and form patterns enables infinite new possibilities for personalization through the analysis of digital activity. Within the digital marketing industry, AI has been nothing short of a revolution. Here are the top ways in which Artificial Intelligence is impacting digital marketing:

NATURAL LANGUAGE PROCESSING

Natural Language Processing (NLP) is a field that focuses on the ability for computers to process human language to the point where it can generate replies based on inferred meaning. Machine Learning has sharply increased the ability for machines to generate sentiments designed to not only seem as if they were written by a human, but that are optimized based on data to elicit a specific action or emotional response.

Digital marketers fret over when to reach out, what to say, and what channel is most appropriate. AI’s NLP abilities mean that the guessing game has come to an end. AI can analyze big data to decide upon what the best method, channel, and timing will be in order to foster growth, engagement, and sales.

NLP as a trend is on the rise. Angel.co recently valued the average NLP start-up at $4.8 million.

SEARCH FILTERING

In days of yore, Google search rankings were determined by human-created metrics and social media feeds showed posts in chronological order. Now, programs like RankBrain are vital to deciding the criteria for Google’s search rankings while Facebook’s DeepText creates your newsfeed.

ADVERTISING

Artificial Intelligence drives programmatic purchasing, which is when AI determines who to show ads to and when to show them. Removing the burden of purchasing analysis leaves marketers room to focus on crafting powerful messages.

NLP enables AI to understand (through numbers and sentiment analysis) the abstract criterion of “context” and to match individuals with ads based on context to maximize the chances of generating a click or purchase.

According to Ad Exchange, programmatic purchasing accounted for 67% of all global display ads in 2017.

PSYCHOGRAPHIC PROFILES

Perhaps the most anxiety-inducing example of Artificial Intelligence impacts not only digital marketing, but politics.

Psychographic profiles are data-driven psychological profiles of consumers designed to shed light on why they do what they do. Firms like CaliberMind and Cambridge Analytica have turned this into a multi-million dollar industry. Insights gleaned from psychographic profiles are intended to optimize the messaging of both political and commercial ads to induce a desired action from the viewer.

Cambridge Analytica has taken credit for influencing both the Brexit vote and the 2016 presidential election; however, many (including the New York Times) cast a shadow of doubt over the extent of their impact. Regardless, as long as there are insights to be gleaned from digital activity, psychographic profiles will only continue to develop.

SELF-DESIGNING WEBSITES

That’s right, AI has become adept enough to design websites based on data. Wix ADI created this personal trainer’s website and Grid has been designing websites since 2014.

CONCLUSION

Every application of artificial intelligence in digital marketing is relatively new. While these applications are increasing in popularity, expect them to also increase in efficiency and effectiveness as technology continuously advances.

Rise to the Top of Google SEO with Responsive Design

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When designing a website, web developers have both practical and aesthetic concerns. From a practical standpoint, a website must reach and connect with its core audience. Due to the rise of mobile technology, it’s important for a site to have mobile functionality so that it can reach the multitudes surfing the web on their mobile devices. The most efficient, cost-effective & effective way is to develop a responsive website. Responsive design not only helps reach a mobile audience, it also increases overall SEO so that the website will rank higher in search engines.

For those unfamiliar with responsive design, check out this quick 60-second review:

When it comes to SEO, Google is king. As of October 2015, studies show the massive tech titan owns about 63.9% of the search engine market share. In February 2015, Google announced they will be emphasizing mobile-friendly search results. In their own words: “Starting April 21, we will be expanding our use of mobile-friendliness as a ranking signal.”

In accordance with their announcement, Google Adwords charges less for a keyword when the landing page is optimized for mobile. Responsive websites represent a major incentive for advertising on Google since responsive design guarantees presentation will accommodate the device regardless of whether it’s a mobile device or a computer.

Responsively designed sites offer a common landing page for all devices, consolidating the amount of links and improving the SEO. If a desktop or laptop user iMessages the link to an iPhone, they can click on it and immediately prompt the same web page rather than a different page optimized for mobile. Instead of duplicating content with separate sites for mobile and desktop mediums, responsive design ensures brand and information continuity with a singular master site.

According to Sociomantic, over half of online shoppers use more than one device. A responsive website not only ensures a consistent UI and brand experience, it eliminates maintenance cost by reducing the amount of websites one is required to maintain. The better a site is, the lower the bounce rate is, and the higher it will rank in Google. For businesses looking to succeed, responsive is almost always the best form of web design.

Mystic Media is a web design and application development company based in Salt Lake City, Utah and specializes in responsive design. For more information, click here or contact us by phone at 801.994.6815.