Many companies fail to understand the true value of this industry. For example, at Forbes we have seen that no matter how big marketing budgets are it is still difficult to convert $50,000 into actual sales online.
In 2014, Google announced that they were going to invest $1B in artificial intelligence and machine learning for marketing and advertising purposes.
How do we market online? That is the question. It will be critical for the future of marketing. Unfortunately, many marketers are not clear about that and make assumptions about audiences and consumers instead of testing their assumptions with research and data.
This section is a good introduction to internet marketing through three case studies: Nike, Merlin Communications, Zappos.
Today marketing tools like social media, websites, blogs and SEO are considered as the way to market your business. These tools provide opportunities to generate leads, boost your brand visibility and reach new customers. However, they also offer a platform to share information with people that have a high propensity for buying from you or talking about you online.
An example of an AI platform is Buffer’s Automated Marketing of Content and Social Media: The History of Buffer (AMC). This service monitors Push Notifications from social networks such as Twitter, Facebook or Youtube and provides detailed reports on their audience demographics. The tool also forecasts the next best time to post on those channels. AMC gets its information from data collected by data mining techniques.