How Artificial Intelligence Is Transforming the Future of Digital Marketing

• In 2020, we anticipate a significant uptick in the mainstreaming of AI and machine learning use cases in digital marketing across several areas.

• Google is leading the pack with exciting applications in information retrieval.

• Customization of search results and the results page based on learnings from past interactions and preferences of a user is another application of machine learning used in a search.
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YouTube vs Instagram vs TikTok: Where Brands Should Put Their Money for Influencer Marketing

• As influencer-led marketing witnesses a remarkable rise over the years, while spreading across TikTok, Instagram and YouTube, marketers continue to increase their budget in this bracket

• As the effectiveness of these platforms would typically depend on the brand’s target audience, for Urban Company, influencer campaigns are done on Instagram are more effective than TikTok

• Kartik Kala, Business Head, TopSocial India, said, “Creators on YouTube are identified as veterans while the ones on TikTok are identified as a layman.
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How to Optimize Bottom of the Funnel Content

• Most content marketing teams are comfortable publishing top of the funnel (TOFU) content for their audience, but still, struggle to create the engaging bottom of the funnel content (BOFU) that leads to conversions.

• The Content Marketing Institute, however, found that 85% of B2B marketers believe that lead generation is the most important goal of content marketing.

• “While having a variety of top of the funnel content is a must to help get people in the door,” concluded Crane, “it’s vital that you not put all of your eggs in one basket by focusing on only one stage of the buyer’s journey.”
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