In our newest episode of Velocitize Talks, we sit down with Luke Chaffey, Director and Technical Lead of Third Aurora, for a discussion on industry collaboration, Artificial intelligence (AI), and leveling the technology playing field.
“Search advertising and SEO is all about pulling them in, making sure you’re at the top of the ads and/or that you’re in the natural search results. They’ve had to search for a specific term and so they’re going to be looking for a result that caters to them.”
Digital Marketing: Facebook or AdWords? (1:16)
“Being able to target based on specific actions is a bit scary to some people, but it’s great for marketing.”
Entering the digital marketing world is necessary for any business today. Luckily, tools like AdWords and targeted advertising on Facebook exist. Both have advantages, but which should you leverage?
Content that Adds Value (3:06)
“As long as the information that you’re actually presenting is relevant, then you have more of a chance of getting them to come to your listing versus your competitors.”
People’s searching habits change with the introduction of new technologies. According to Google, 20% of searches in the Google app are now done by voice. Small shifts in user behavior, like the increase in voice technology, translate into big shifts in SEO and marketing tactics. How can you keep your content valuable in the ever-changing digital landscape?
Progressive Web App Take Over (6:20)
“What [progressive web apps] effectively allow is for someone to be browsing sites really quickly and operating really fast…[and] come back over and over again without the ginormous cost of a mobile application.”
According to Chaffey, Progressive Web Apps (PWAs) are the secret future of the web. As the name suggests, PWAs are websites, but the catch is, the user interface feels like an app. On top of the user-friendly experience they provide, PWAs also offer a bouquet of benefits like a decrease in load times and offline modes. Will the increase in PWAs mean the death of mobile apps?
AI: On to Predictive Advertising (8:18)
“Artificial intelligence is definitely changing the game.”
What if you could predict who wanted your product, when they wanted it, and how they wanted it with improbable accuracy? Welcome to predictive advertising. Granted, predictive advertising is by no means a novel idea and still has a long way to go but recent advancements in big data combined with AI capabilities have made it more precise than ever.
Digital Evolution (11:11)
“A lot of companies are trying to have a system that looks personalized to where you really can’t tell a difference whether it’s not a person or not.”
Digital is evolving. Today, gadgets like Google Home and Amazon Alexa exemplify the progressive movement towards a more human experience. What impact will that have on Digital Marketing and consumer expectations?
For more information on Third Aurora check out their website.