This year, 52% of US companies have accelerated the adoption of artificial intelligence (AI) technologies in their business processes, according to a latest study. In marketing, AI is used to predict demand, fine-grain audience segmentation and identify its needs, as well as to automate search work.
Now AI technologies are being developed mainly by large corporations, for example, Google is working on search optimization, Facebook is using AI to improve advertising algorithms, and eBay has delegated the preparation of newsletters, advertising and push messages to robots. But gradually services become available to small businesses..
In 2022, it is unlikely that small and medium-sized businesses will be profitable to invest in the development of their own AI solutions. According to the latest data, so far 76% of organizations have little to no return on investment in AI development. Only 6% of initiatives were scaled into full-fledged projects. Therefore, if there is no opportunity to experiment with a high probability of losing money, it is better to try other people’s developments: look for clients using a “smart” look-a-like selection of Facebook audiences and use other similar services. Strengthening the role of automated tools in advertising is the main trend for small B2C businesses. As data accumulates, the algorithms start to work better. The system already now can give good results, although noticeably weaker than with manual tuning by an experienced specialist. But that’s for now.
Experts believe that in 3–5 years, most of today’s PPC specialists will be replaced by services. Small businesses will not have to pay intermediaries to set up advertising, everything will be done by services. In the music industry, Spotify and Apple music are also getting tested. With the AI and perfect algorithm, newbie musicians have a chance to get higher organic reach. What has to be your strategy – upload tracks on schedule, buy Spotify playlist likes to get higher organic reach and stay very consistent with the fans.
Shopping live
The concept of using the stream as a sales tool appeared in China back in 2016, when Taobao Live technology from Alibaba was launched. Customers could watch a live broadcast, during which the seller talked about the goods, and immediately buy.
As early as 2020, two-thirds of Chinese consumers said they had tried shopping online, according to the data. Businesses are also pleased with the new technology – in the first half-hour of the online broadcast of Alibaba’s Singles Day (the local holiday of Singles Day), users made purchases of $ 7.5 billion.
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Facebook sees similar potential in Western markets. No wonder he began to test a similar technology. Several sellers have already been able to conduct live broadcasts and communicate with buyers. Customers on the stream could ask questions and immediately buy the product. TikTok also joined the trend: Walmart hypermarket chain conducted live broadcasts with sales in the application.
Experts believe that Facebook and other social networks will develop the direction of sales during the streams, commented Sarah Mae Ives, an entrepreneur and social media ads expert who created her agency, Sarah Mae Ives Social Media Inc. in 2016. She is a former health coach with a penchant for making spectacular smoothies. Sarah studied sociocultural anthropology at Western University in London, Ontario before receiving her Master of Arts in Sociology & Anthropology from Carleton University in 2006. She lives with her children near Ottawa, Ontario.. This means that it is necessary to think over scenarios for using this technology in the company’s strategy right now.
