Posts Tagged "chatbots"


6 Content Marketing Trends for the Supply Chain in 2019

6 Content Marketing Trends for the Supply Chain in 2019

Content marketing is no longer optional. It’s essential in creating brand awareness, educating audiences, and building credibility. Here’s a look at the biggest digital marketing trends for 2019.


Highlights:

  • The content marketing industry is expected to be worth more than $400 billion by 2021.
  • Video is currently the most popular form of content being consumed online today.
  • Peers and colleagues are the third most influential source of information for B2B purchasing, right behind online searches and your website.

A recent article by Forbes on content marketing notes: “As recently as a few years ago, marketers handled content mostly as a side project. It was more of a bonus than an essential role — something you did when you had time because it took a backseat to more traditional marketing projects and responsibilities. That’s changed.”

Boy, has that changed. The content marketing industry is expected to be worth more than $400 billion by 2021.

The content marketing industry is expected to be worth more than $400 billion by 2021. Click To Tweet

The 2018 report from the Content Marketing Institute shows just how prevalent digital and content marketing is, and how essential it has become to creating brand awareness, educating your audience, and building credibility and trust with your customers.

Supply chain & logistics marketers: Trends to watch

So, where is content marketing headed in 2019? Marketing budgets are still on the rise, and supply chain and logistics companies are increasingly seeing the value in moving to an inbound marketing strategy driven by original content.

These are the six notable trends to consider when planning your 2019 content marketing strategy.

1. Video

Video is currently the most popular form of content being consumed online today, and video marketing will continue to have substantial value in 2019.

Smart supply chain marketers should start the new year by developing a visual storytelling strategy that offers consistent delivery of valuable content.

What’s your best bet? Be helpful and teach your audience something worthwhile to them.

2. Chatbots

The rise of chatbots – automated computer programs that simulate human conversation in messaging apps – is expected to continue in 2019. Business Insider recently reported that the number of people on messaging apps surpassed the number of users on social networks!

Chatbots are just one of the ways artificial intelligence will shape the content marketing landscape in 2019, but their ability to drastically increase customer engagement puts them on the short list for a major trend to watch in the coming year.

3. Voice search

Voice search is becoming an increasingly prevalent means of attaining information. Statistics vary, but it’s expected that anywhere between 30-50% of all searches will be voice searches by 2020. A recent report by NPR and Edison Research found that the rise of smart speakers is substantially changing consumer routines and purchasing behavior.

A good content marketing strategy for 2019 should consider how your customers might use voice search in your industry, and what you can do to maximize your content’s ability to respond.

4. Long-form content

I love this one, because it harkens back to humble beginnings of content marketing and the desire to put informative, quality content in front of a targeted interested audience.

Long form content – white papers, case studies, and lengthier blog posts e.g. – will have a resurgence of renewed appreciation in 2019. Why? Because many industries, including supply chain and logistics industries, are saturated with tons of mediocre short form content. People are increasingly looking to weed through it all for substantial quality posts from trusted sources. In addition, search engines will favor longer posts in results rankings.

Cheers to 2019 being the year of quality over quantity!

5. Brand ambassadors

We wrote about brand ambassadors as we headed into 2018, but they are worth mentioning again as we look forward to 2019. Brand ambassadors are employees that influence the B2B buying decisions of others, and they are an often-overlooked resource with more traditional marketing tactics.

Peers and colleagues are the third most influential source of information for business to business (B2B) purchasing, right behind online searches and your website! And there’s nothing more credible than a friend who speaks highly of their company’s product or service.

Definitely consider how you can help make brand ambassadors out of your employees in 2019.

6. Market Influencers

The final trend to watch in 2019 is influencer marketing, a form of marketing which focuses on influential people rather than the market as a whole.

Basically, marketers identify individuals who might have influence over potential buyers and create marketing campaigns and activities around these influencers. In many ways, this works similarly to a brand ambassador, where a single person influences their network of friends; in this case, however, the market influencer has a large network and a lot of “friends” who listen.

Influencer marketing will be a huge trend in marketing for 2019, and it would be worth considering who might be an influencer in your industry in the coming year and what your company might do reach them.

So, there you have it. As we head into 2019, these are the trends to watch and plan for in content marketing space.

The B2B buying climate is growing longer and more complex, and content marketing is so effective throughout the entire sales cycle if it’s done well.  The end of the year is a great time to revisit your marketing strategy and make any necessary changes for the coming year.

This post originally appeared on EBN Online.

Related posts:

Posts Tagged "chatbots"


4 Examples of AI for the Supply Chain

4 Examples of AI for the Supply Chain

With the power to drastically increase efficiency in all areas of the supply chain, it’s important brands are exploring the benefits of AI. Here are four examples of how AI can benefit your supply chain.


Highlights:

  • It’s estimated that supply chain firms could gain $1.3 to $2 trillion a year from using AI.
  • Machine learning has the ability to quickly discover patterns in supply chain data by relying on algorithms and constraint-based modeling to find the most influential factors.
  • The increasing popularity of chatbots is making it harder to ignore how AI is helping shape not just the daily logistics but also the B2B marketing landscape and operational procurement for supply chain industries.

Artificial intelligence is not simply affecting supply chain management, it is revolutionizing it.

With the power to drastically increase efficiency in all areas of the supply chain, McKinsey estimates that firms could gain $1.3 trillion to $2 trillion a year from using AI in supply chain and manufacturing.

Here are 4 examples of AI and how it’s changing supply chain management for the better.

1. Autonomous transport

There’s nothing more exciting than the field of autonomous transport for SCM. We’ve all known for many years that driverless trucks have major potential to affect supply chain management and logisitics.

We aren’t there yet – and “anyone employed as a driver today will be able to retire as a driver” —  but if autonomous trucking can be developed to its potential, the technology would effectively double the output of the U.S. transportation network at 25 percent of the cost.

The conversation is no longer simply talking about vehicles on the road either. Google and Rolls-Royce recently partnered to build autonomous ships too.

2. Final-mile delivery route efficiency

One doesn’t have to have a driverless vehicle, however, to use AI to optimize delivery logistics.

For example, in the “devilishly complex”  task of delivering 25 packages by van, the number of possible routes adds up to around 15 septillion (that’s a trillion trillion).

That’s where route optimization software and AI-powered GPS tools like ORION — which UPS uses to create the most efficient routes for its fleet — are making their mark.  With ORION, customers, drivers and vehicles submit data to the machine, which then uses algorithms to creates the most up-to-date optimal routes depending on road conditions and other factors.

And there are also other autonomous entities out there besides cars, trucks, and ships. Robots using LIDAR technology are now being used to deliver items in crowded city environments. For example, Marble’s robots deliver medicine, groceries, and packages, and they also track their routes and the condition in order to continuously improve delivery for the next time. Additionally, last-mile solutions with drones continue to be explored due to their ability to move quickly and bypass almost all ground-level obstacles.

3. Demand forecasting, particularly for warehouse management and SCM strategy

Machine learning has the ability to quickly discover patterns in supply chain data by relying on algorithms and constraint-based modeling to find the most influential factors. This ability to find data patterns without human intervention has applications in EVERY aspect of SCM, but demand forecasting is a particularly influential component beneficiary.

Warehouse management and SCM strategy rely heavily on correct supply, demand, and inventory-based management. Forecasting engines with machine learning offer an entirely  new level of intelligence and predictive analysis of big data sets that provides an endless (and constantly self-improving) loop of forecasting, overhauling the way we manage inventory and the way we create new strategies for our industries.

4. Chatbots for marketing and operational procurement

The increasing popularity of chatbots is making it harder to ignore how AI is helping shape not just the daily logistics but also the B2B marketing landscape and operational procurement for supply chain industries.

A chatbot is a computer program that simulates human conversation using auditory or textual methods. It communicates with your customer inside a messaging app, like Facebook Messenger, and is similar to email marketing without landing in an inbox.  Mimicking a human conversation, chatbots currently allow for increased customer engagement through messaging app technology that isn’t yet saturated with marketing. They are just one of the many ways to integrate AI and marketing.

There’s so much more than these 4 examples to consider when discussing AI and the supply chain: prediction of delivery arrival times to the warehouse and to the customer,  cargo sensors, automated purchasing, financial applications…the list literally may be endless.

Choosing what to focus on for this article, and more importantly, for all supply chain and logistics businesses, is a tough decision, but one thing is clear:  in the “arms race” to leverage AI in SCM, some will come out on top and some will be left behind.

This post originally appeared on EBN Online.

Related posts:

New Call-to-action

Posts Tagged "chatbots"


Facebook Integrating Messaging Platforms, LinkedIn Updates Recruiter Platforms, and More Social Media News February 2019

Facebook Integrating Messaging Platforms, LinkedIn Updates Recruiter Platforms, and More Social Media News February 2019

Also this month in social media news: YouTube has reached nearly 2 billion monthly users; Instagram is developing a feature to simplify multiple account management; and YouTube addresses “dislike mobs.”


Highlights:

  • Social media platforms including Facebook, Instagram, and LinkedIn are working to streamline their platforms.
  • YouTube usage continues to grow, as the platform begins addressing dislike mobs.
  • Good news for businesses: streamlined platforms mean less busy-work for marketers.

This month in social media news, we’re seeing multiple platforms working to integrate and streamline their services. Facebook is merging its messaging platforms, while Instagram (owned by Facebook) looks to simplify multiple account management. Additionally, a major part of LinkedIn’s upgrade to its recruitment tools involves integrating them into a single platform.

Social media usage continues to grow, and YouTube is no exception, announcing that it reached nearly two billion monthly users in the fourth quarter of 2018. The platform is also seeking to address one of the main concerns that users currently face: “dislike mobs.”

The developments this month are important for businesses to be watching. Facebook’s plans to integrate its messaging will no doubt mean changes to current chatbot options and possibly open up new opportunities for enhanced marketing automation. LinkedIn’s updated recruiter platforms are welcome news for businesses when it comes to identifying and hiring qualified candidates. And if Instagram’s developments pan out as anticipated, marketers will have an easier time managing multiple accounts.

Here’s your social media news for February 2019.

Facebook Is Integrating Its Messaging Platforms

Facebook has confirmed that it’s working toward integrating the three messaging platforms that it owns — Facebook Messenger, Instagram, and WhatsApp — with the aim of facilitating cross-platform communication. Integration would allow users to send messaging between apps, which would remain distinct. Not only will users be able to communicate seamlessly across multiple platforms, features and tools available on each platform will become available across all three apps.

Facebook has confirmed that it’s working toward integrating the three messaging platforms that it owns — Facebook Messenger, Instagram, and WhatsApp — with the aim of facilitating cross-platform communication. Click To Tweet

While the project has a long way to go, with changes not showing up for users until at least 2020, this is big news, and businesses should be keeping an eye on ongoing developments.

LinkedIn Updates Recruiter Platforms

LinkedIn announced this month a major upgrade to its recruitment tools, with the goal of streamlining hiring processes and matching more relevant candidates. From the announcement:

Recruiters have told us they’re often frustrated by the need to jump from tool to tool. We’ve heard you. So we’ve put all of our core tools — Jobs, Recruiter, and Pipeline Builder — on a single platform. Once you create a project, you will be able to see the results from all your active sourcing channels — search results, job applicants, media leads — under the Talent Pool tab, and you can manage candidates from there.”

Additionally, LinkedIn will be adding new AI sorting tools, aiming to find better suited candidates for recruiters, using previous usage trends as well as platform data and learning from personal interests.

YouTube Reaches 2 Billion Monthly Users

Earlier this month, YouTube’s parent company, Alphabet, announced in its Fourth Quarter and Fiscal Year 2018 Report that the video giant has more than 2 billion monthly users. Not only that, the number of channels with more than a million subscribers has almost doubled in 2018. Content creators on YouTube are also making more — the number of creators earning between $10K and $1 million from YouTube AdSense has grown more than 40% compared to a year earlier.

Instagram Is Developing an Account-Linking Feature to Simplify Multiple Account Management

After last month’s launch of a feature allowing users to post to multiple accounts with a single click, Instagram is pushing ahead with its efforts to streamline multiple-account management. It’s now developing a new option that will connect multiple accounts under a single login. The development, first reported by TechCrunch, will give Instagram users a variety of account-management options and allow marketers to cut down busy-work, like setting preferences for multiple accounts over and over.

YouTube Is Asking for Feedback in Addressing “Dislike Mobs”

YouTube is addressing the pernicious issue of so-called “dislike mobs” in a recent issue of Creator Insider, the video platform’s corporate series for creators. The company’s developers are considering multiple options, and while it does so, it is soliciting feedback from creators. Options so far discussed include methods for disabling the downvote button, allowing content creators to set preferences for whether ratings are publicly viewable, or requiring users to provide a reason for downvoting a video.

With its announcement that it is addressing the issue of dislike mobs, YouTube is demonstrating its commitment to content creators on its platform.

Related posts:

New Call-to-action

Posts Tagged "chatbots"


Video: Six Digital Marketing Trends for the Supply Chain 2019

Video: Six Digital Marketing Trends for the Supply Chain 2019

Digital marketing has become essential to creating brand awareness, educating audiences and building credibility with customers. Here are the latest trends for 2019.


Highlights:

  • Digital marketing has become essential to creating brand awareness, educating audiences and building credibility and trust with customers.
  • Video is currently the most popular form of content being consumed online today.
  • Peers and colleagues are the third most influential source of information for business to business (B2B) purchasing, right behind online searches and your website.

Video transcript:

Hi I’m Stacia Pathiakis. I’m an account manager at Fronetics and today I’m going to be talking to you about six trends in digital marketing for the supply chain in 2019.

Digital marketing has become essential for creating brand awareness, educating audiences and building trust and credibility with your customers. Supply chain and logistics companies increasingly see the value in digital marketing. They’re increasing their budgets and it’s important to understand what the trends are for the upcoming year.

Here are six trends to consider when planning your 2019 strategy.

First, video. Video is currently the most popular form of content being consumed online today, and video marketing will continue to add substantial value in the upcoming year. Use video to teach your audience something that’s worthwhile for them to know.

2. Chatbots. Chatbots are automated messaging apps that simulate human conversation. They’ve become more popular in the past year than social networks.

3. Voice search. Voice search is becoming an increasingly prevalent. It’s a means for people to search for the content that they’re looking for using voice recognition. A good content marketing strategy should consider how your customers will be using voice search to search for information about in your industry.

Next is long-form content. Long form content includes such things as white papers, case studies, and longer form blog posts. Many industries, including supply chain and logistics industries, are saturated with tons of short form content. Long form content provides a means of getting more in-depth information to your customers.

5. Brand ambassadors. Peers and colleagues are the third most influential source of information for business to business (B2B) purchasing. And there’s nothing more credible than a friend who speaks highly of your company’s services and products.

6. Market influencers. Market influencers is a form of marketing that focuses on individuals rather than the market as a whole. Basically, marketers identify individuals who would have influence over a larger group and target them specifically in their digital marketing campaigns.

The beginning of the year is a great time to review your marketing strategy to make any changes for the upcoming year. For more tips on boosting your digital marketing strategy in 2019, visit us at fronetics.com.

Related posts:

effective content strategy

Posts Tagged "chatbots"


6 Content Marketing Trends for the Supply Chain in 2019

6 Content Marketing Trends for the Supply Chain in 2019

As content marketing continues to increase in popularity, here are six trends to consider when planning your 2019 strategy.

A recent article by Forbes on content marketing notes: “As recently as a few years ago, marketers handled content mostly as a side project. It was more of a bonus than an essential role — something you did when you had time because it took a backseat to more traditional marketing projects and responsibilities. That’s changed.”

Boy, has that changed. The content marketing industry is expected to be worth more than $400 billion by 2021.

The 2018 report from the Content Marketing Institute shows just how prevalent content marketing is, and how essential it has become to creating brand awareness, educating your audience, and building credibility and trust with your customers.

Supply chain & logistics marketers: Trends to watch

So, where is content marketing headed in 2019? Content marketing budgets are still on the rise, and supply chain and logistics companies are increasingly seeing the value in moving to an inbound marketing strategy driven by original content.

These are the six notable trends to consider when planning your 2019 content marketing strategy.

1. Video

Video is currently the most popular form of content being consumed online today, and video marketing will continue to have substantial value in 2019.

Smart supply chain marketers should start the new year by developing a visual storytelling strategy that offers consistent delivery of valuable content.

What’s your best bet? Be helpful and teach your audience something worthwhile to them.

2. Chatbots

The rise of chatbots – automated computer programs that simulate human conversation in messaging apps – is expected to continue in 2019. Business Insider recently reported that the number of people on messaging apps surpassed the number of users on social networks!

Business Insider recently reported that the number of people on messaging apps surpassed the number of users on social networks! Click To Tweet

Chatbots are just one of the ways artificial intelligence will shape the content marketing landscape in 2019, but their ability to drastically increase customer engagement puts them on the short list for a major trend to watch in the coming year.

3. Voice search

Voice search is becoming an increasingly prevalent means of attaining information. Statistics vary, but it’s expected that anywhere between 30-50% of all searches will be voice searches by 2020. A recent report by NPR and Edison Research found that the rise of smart speakers is substantially changing consumer routines and purchasing behavior.

A good content marketing strategy for 2019 should consider how your customers might use voice search in your industry, and what you can do to maximize your content’s ability to respond.

4. Long-form content

I love this one, because it harkens back to humble beginnings of content marketing and the desire to put informative, quality content in front of a targeted interested audience.

Long form content – white papers, case studies, and lengthier blog posts e.g. – will have a resurgence of renewed appreciation in 2019. Why? Because many industries, including supply chain and logistics industries, are saturated with tons of mediocre short form content. People are increasingly looking to weed through it all for substantial quality posts from trusted sources. In addition, search engines will favor longer posts in results rankings.

Cheers to 2019 being the year of quality over quantity!

5. Brand ambassadors

We wrote about brand ambassadors as we headed into 2018, but they are worth mentioning again as we look forward to 2019. Brand ambassadors are employees that influence the B2B buying decisions of others, and they are an often-overlooked resource with more traditional marketing tactics.

Peers and colleagues are the third most influential source of information for business to business (B2B) purchasing, right behind online searches and your website! And there’s nothing more credible than a friend who speaks highly of their company’s product or service.

Definitely consider how you can help make brand ambassadors out of your employees in 2019.

6. Market Influencers

The final trend to watch in 2019 is influencer marketing, a form of marketing which focuses on influential people rather than the market as a whole.

Basically, marketers identify individuals who might have influence over potential buyers and create marketing campaigns and activities around these influencers. In many ways, this works similarly to a brand ambassador, where a single person influences their network of friends; in this case, however, the market influencer has a large network and a lot of “friends” who listen.

Influencer marketing will be a huge trend in marketing for 2019, and it would be worth considering who might be an influencer in your industry in the coming year and what your company might do reach them.

So, there you have it. As we head into 2019, these are the trends to watch and plan for in content marketing space.

The B2B buying climate is growing longer and more complex, and content marketing is so effective throughout the entire sales cycle if it’s done well.  The end of the year is a great time to revisit your marketing strategy and make any necessary changes for the coming year.

Best wishes in the year ahead!

This post originally appeared on EBN Online.

Related posts: 

New Call-to-action