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Machine Learning in Marketing: 3 key trends

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Marketing professionals face increasing complexity due to the explosion of digital and data touchpoints, as well as unprecedented consumers’ expectations in terms of interaction, content, and offer personalization. They came to realize that Machine Learning (ML) is the only possible way to cope with this level of complexity. Machine learning is developing under the great promise that marketing can now be both more efficient and human . The diffusion of intelligent models can be noticed in three key areas : 1. Inside Marketing Technologies ML is powering many of the marketing software (enterprise solutions, individual tools or apps) that marketers require to turn the vast array of historical data into actionable insights. “AI algorithms and technologies are going to be deeply embedded at every layer of what the marketing software is.” - Scott Brinker, VP Platform Ecosystem at HubSpot  Figure 1. Marketing and AI Technologies dependencies Companies receive bo...
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Brand Ambassadors, Brand Advocates or Brand Influencers? 10 key differences

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A recurring discussion in marketing departments is how to  identify, engage and collaborate  with strategic individuals given the numerous possibilities offered by digital technology. Although the involvement of influential people has become a common practice in several industries, their role and contribution are often misinterpreted by managers, creating a sense of  general confusion in the field . Recent technological and sociological changes heavily contributed to the rise of empowered consumers  that communicate on behalf of brands, also enlarging the meaning of the term  ‘influencer’ . A regular consumer can today evolve into recognized brand influencer, advocate or ambassador, without necessarily being a celebrity or professional endorser with millions of fans. Although, I have noticed a convergence of these three strategic profiles, I believe there are still  significant peculiarities among them . Brand Influencer : is usually a celebri...
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The Social Media Plan [Framework]

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As a  Social Media Manager ,   you are responsible to ideate and implement a social media plan. Similarly to any other plan, this should be composed by three main parts:  analytic   (WHO) ,  strategic   (WHAT),  and  executive   (HOW) . The definition of your social media strategy starts with the  understanding of your brand and the communities  you wants to reach. The  WHO  phase tries to capture all the information related to heritage of your brand, its equity, shared values, beliefs and most importantly of the  brand ideals  on which your content strategy will be centered  (see my previous article ‘Brand Ideals definition’) . A sophisticated understanding of your brand naturally leads you to the analysis of your communities. Previously generated marketing documents that aim at facilitating managers’ understanding of your stakeholders and brand positioning should be properly reviewed ah...
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