Page 15 - Network Magazine Summer 2019
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                                                                                                                                                                                                                                                                                               businesses to catch up with the growing tech. Addition- ally, the quick rise in Voice Search popularity has made the opportunity for local businesses in this space a
real possibility. We are seeing real-time growth as this tech is transcending from our homes into our cars with the release of Amazon’s Echo Auto. This category will continue to grow, and with it, the use cases between marketing opportunities and simplifying business opera- tional challenges will as well.
Artificial Intelligence (AI)
This is a big one that we can’t cover in its entirety here, but knowing what science is and what is closer to science fiction may help to clarify. Computers are not becoming “intelligent humans,” as the famous computer scientist, Edsger W. Dijkstra said, “The question of wheth- er a computer can think is no more interesting than the question of whether a submarine can swim.” AI really is new programming that can help make sense of massive sets of data. An easy example is Natural Language Processing (ex: Grammarly, Google Translate). NLP may sound like ultra tech, but really it is just the interaction of humans and computers. Just know, that there are some major ways a business can benefit from AI
including data and analytics; Chatbots and other customer service tools; or even the automation of back-
end office processes.
This all seems really technical...what do I do next?
This is a very exciting time to be a marketer; businesses have more opportunities to connect with current and potential clients than ever before. The entire landscape has transformed from just Marketing to “MarTech.”
Start by looking for a consultative partner that is willing to work through a discovery process in which you cover more than just your advertis- ing – marketing touches
all parts of the business. This partner should be seeking information around the internal and external elements that affect your business.
It’s OK to test, re-strategize, make changes, and move your budget around. Be willing to get into the weeds with a good partner who can help you decipher data. Be willing to invest in tools that will help you generate a good plan and track your ROI.
Everyone is after the same thing – conversions – the Holy Grail of marketing. Conversions are anytime a consumer takes action in response to a brand’s marketing message. That means impact and something specifically sought after.
So set goals, establish the parameters, and give it time! We can’t stress this enough. Time is your ally or your enemy. It all depends on how you look at it. Enjoy the process; technology is a wonderful tool and will help you in a number of ways.
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