The Economist ran a cover page with the headline: “Fortune favors the brave” in 1990. It’s been 31 years since then, and a lot has changed! Fortune today favors digital-savvy businesses.
Digital is not new to us anymore. The digital age is disrupting every industry. The businesses and organizations that take the first step towards digitalization inevitably reap the rewards as the rest of their industry follow suit. However, It doesn’t end on being the first; both big brands and SMEs need to stay digitally relevant to survive and thrive in the modern world. Going digital isn’t just a standalone goal for most but part of a broader digital relevance program.
Indeed, we’ve seen incredible innovation these past years, particularly regarding digital practices. What’s important to remember is that you’re competing with every company out there that operates in your industry for the same customers and investors – who will go wherever they can find the best value for their money and the best services for their needs.
That leaves us with the question, how do you stay digitally relevant?
Accept that we live in a ‘culture of distraction.’
People are constantly multi-tasking and switching from one activity to the next. And, why not? It’s the world we live in today. A group of researchers at the Technical University of Denmark shows that the abundance of information and ever-increasing access to them narrows our collective attention span. Thus, it’s not surprising that our attention span has shrunk from 12 minutes since 1999 to an average of 4 seconds today! Unfortunately, that’s how long you have to grab someone’s attention before they go over to your competitors. As far as relevance is concerned, all this rapid-fire activity means—if you’re looking to engage with your audience—you have to stand out from the crowd or be forever lost amongst the noise across all media channels.
What does this mean for your brand and staying digitally relevant?
Well, it’s been said that creating compelling content influences potential customers and captures their attention. People want to read content that solves their problems and makes them feel good. Brands that create content that pushes the right emotional buttons achieve a higher level of engagement which translates into success.
That sounds like a great plan, but it feels like something is missing. And yes, something is missing indeed. And this brings us to the next question: is content creation all there is to the digital relevance game?
Reality check: Content creation is not enough
Every year, thousands of businesses devote resources to producing content for up to an estimated $16.6 billion annually. They spend hours, sometimes even days, agonizing over a blog post. And then, when it finally goes live, the reception is underwhelming. Around this time of year, you’re likely to come across business owners who are feeling dejected by the fact that their efforts didn’t pay off in the way they had hoped.
Oh, poor dears. They do everything right, of course. But the reality isn’t the way they reckon it. So, instead of what are they doing wrong, the question becomes, what are they not doing?
Well, the problem is that content is only half of it.
Content is king. Unfortunately, “content” is also queen, prince, a duke, and maybe even pauper for many businesses. Yes, content is vital for digital relevance, but it’s not enough. Remember, your brand isn’t just about what you say—it’s about how you say it as well. Connecting with an audience means creating a meaningful experience for new and existing customers alike.
To get the most out of your digital relevance program, you need to:
● Set a goal: what is the result you expect from your marketing efforts? According to Ellen Gomes, Senior Content Marketing Manager at Marketo, “One of the best ways to sabotage your content is not to tie it to your goals. Know why you’re creating content.” Your goal will determine the best strategy to use, the best content format to create, how to engage with your audience, and where to distribute the content.
● Understand your target audience. The consumer experience is crucial to your business. You need to know what your audience is looking for, their values, and how you can meet their needs. It’s not just about Big Data; it’s about translating that into human-centered insights. Create a persona for your customers for every stage of your marketing process.
● Create content that connects with consumers on a deeper level. To get them to take action, they need to know that you’re not just here for your brand but for them. Create well-optimized content. SEO is a crucial element of marketing today.
● Hang out where your audience is hanging out. You may not be a tech company, but your customers are digital natives.
● Track your goals.
That sounds like a lot. And indeed, it is. So, what is the best way to stay digitally relevant in this modern world?
That’s where technology, especially artificial intelligence, comes in.
5 ways AI helps in Digital Relevance
● Goal tracking
It’s quite necessary but difficult to quantify the value of a given marketing goal. Indeed, traditional tools are great for understanding an audience. However, they aren’t good at understanding the value of that audience or product. That’s where AI comes in. Artificial Intelligence can measure the impact of your relevance efforts in real-time. Data can be collected by sensors embedded in a screen, audio signals that a device takes in, or RFID tags attached to products. Any way you can think of gathering data can also be used with AI combined with Big Data analytics tools, so you get as much information as possible from your efforts.
● Creating an effective strategy
It is vital to have a marketing strategy that makes your business stand out from the crowd to remain relevant in today’s digital world. With all the online advertising information available, it can be hard to keep up with effective strategies and what is not. Personal preferences, budgets, and targeted audiences can also play a big role in influencing the best way forward.
AI plays a very important role in creating such a marketing strategy. For example, AI tools can anticipate customer preferences and shifting needs, thus overcoming the human tendency of using the same strategies and tactics repeatedly; as a result, businesses can make better decisions regarding what their customers want. This way, you can ensure that the strategies and tactics that work for you are implemented diligently.
● Content Generation
The main advantage of artificial intelligence in content creation is workflow efficiency. AI-created texts are created faster, are a better fit for SEO purposes, and can be used for a wide range of other applications. It will take time to get used to this new way of creating content, but we’re confident that AI will remain a major part of content creation in the foreseeable future. It can improve the user experience in two main ways: by suggesting content relevant to users and allowing for real-time editing of content as it is being created.
● Content Distribution
There are four main categories. The first stage is in analytics and measurement, where AI can help marketers plan a more effective strategy and help them measure how that strategy is performing at each stage, such as driving traffic to a sales page or generating leads.
The second stage is content creation. At this stage, AI can be used to analyze large amounts of available data on the web, or even just sentiments expressed by the general public, to create high-quality content for the marketer’s targeted audience with little human effort. All that’s required is choosing which topics are most relevant to their audience.
The third category is content distribution. AI will easily find an organic platform that best suits the content by utilizing information about the potential audience’s current situation, needs, and behavior patterns. We find marketing-driven campaigns such as online lead generation campaigns in the fourth category. The focus here will be twofold: optimizing content using more advanced channels and increasing their conversion rates when running automated online lead generation campaigns.
● Engagement and CRM
AI has shown tremendous potential in customer relationship management. Its ability to send personalized and interactive messages has taken many industries by storm by impacting customer experience positively. With the reports of companies spending millions on acquiring customers but later struggling to retain them, the need for effective customer management has become a priority in recent years. Customer retention remains one of the biggest challenges for businesses everywhere. Personalization and chatbots are effective ways to keep customers engaged.
Technology is constantly and rapidly changing. A business’s ability to adapt, stay relevant, and do so in a cost-effective manner will determine its fate. Well, It has never come down to one single catalyst for success. It has always been about trends and shifts, new opportunities and threats. And although there is no crystal ball capable of foreseeing these changes, integrating Artificial intelligence into your digital relevance plans is always advantageous. ,