Marketing in the Age of Algorithms

Times are changing, whether you like it or not. Barbie is no longer just blonde, a CD looks like something from outer space and Pokeman… who?

With the rise of the internet, the marketing industry has seen a change in the way a strategy is intended and realized. You’re no longer just worry about new leads or recruiting the best candidate to promote your brand.

Nopenow internet has developed many other challenges – like shadowbans, polarization and emotional influences about children – to do your job even harder!

Algorithms are one of the major technological advantages that have taken the industry by storm. Now I don’t know for youbut I don’t to want to go against an advanced phenomenon like algorithmic marketing without knowing the effect this can have on a marketing strategy.

Yes, “algorithms” are a big and scary word, but its purpose is very clear. It is a predictive tool that anticipates the behavior of data. Coders will then use machine learning to teach a range of functions how they should work. Basically, algorithms control what your consumers see.

In the the good old timesbefore the rise of artificial intelligence (AI), a brand didn’t have the resources to track its success or collect big piles of data for better decision-making. Now, you do…but nothing is priceless.

So traders media update Jana van der Westhuizen is here to help crack the code on how algorithms affect your marketing efforts…the good, the bad and the ugly! Hold on tight, it’s going to get messy!

Ready? Let’s dig:

Good

Imagine a world where you don’t have to play a guessing game to find out what your consumer expects from you. Let’s face it, being a marketer is hard. You have to generate sales, continue to promote new offers and at the same time, make sure your consumers are happy with your efforts.

But what if there is a tool that can help you minimize the effort? Goodwith algorithms you earn more consumer knowledge such as demographyprevious choice of products and even future interests. These are all based on what your consumer is looking for online.

Algorithms help you target a specific audience so you can show them what they want to see. And on the other hand, you already know that they are interested. This is definitely a the win-win situation.

For example: if you are a travel agency, you can research consumers who are looking for flight prices, accommodation or travel destinations, as they are likely potential customers.

You won’t wasting your efforts on people looking for food, ‘Cause it’s not in their alley.

This way you get marketing insights and save time!

The bad

Never heard of the deep black world of shadowbans? Well, that is not it pretty one!

When a brand is shadowbanned, it means that the social platform you’re advertising on has essentially blocked your content from your users in such a way that it’s not even noticeable.

Your messages or paid media will be appear less on the screens of your target audience because the platform limited you in certain areas – and all of this happened when your content appeared on an algorithm’s radar.

Yes it’s really wrong! If your brand has been shadowbanned, you’ll see it in a few factors, such as:

  • Engagement rate on posts or pageviews that drastically decrease
  • your marketing efforts not reaching your audiencewhich means your virality rate will come down, and
  • fewer products sold and your income is lower than in previous months.

But, do not use this pill to relax just yet, because there are certain ways to avoid your mark from being hidden. How? Good:

  • Use hashtags related to your product. Don’t add irrelevant hashtags just to get more range.
  • Avoid using too much chatbots. Yes, bots can be an easy way to limit administration, but when there are too many activity on a platform per day, this could raise concerns. This is what the algorithms were designed for: spot the bot!
  • Not buy your followers.
  • Avoid targeting a audience too large when planning a paid campaign. Be specific when determining your target audience.

Don’t melt into the mass… rather shine with authenticity!

The ugly one

Yes the the messiest of them allpolarization!

This means that your consumers don’t control what they see on their screens. Once an algorithm is set, there’s not much you as a marketer can do to change the outcome.

When, for example, your consumer sees the same pair of jeans every day for seven days in a row, their point of view on what type of jeans they want is going to change…and even if you had the best product, you don’t stand a chance.

Often the act of polarization goes hand in hand with ideology. Everything that appears on your consumer’s screen makes them feel Something! And when they feelthey or they form subjective opinions of a certain brand that will not be easily tampered with.

Yes, polarization is scary because it can get to any mark without your knowledge. And when what you are selling is not part of the majority polarized need, you will be thrown to the curb!

Unfortunately, with algorithms, politics and basic free speech, polarization is not something that can just to be fixed.

As a brand, however, you can:

  • implement sentiment analysis to analyze the market and identify keywords or phrases that will give you insight into your consumer’s ideology
  • never choose a side when it comes to current events – always stay neutral, and
  • make sure to spice up your offer regularly so you don’t let your consumer go astray.

The Ppoint is that the algorithms are there to stay …you can choose to look at the good, the bad or the ugly!

Do you think algorithms influence how you shape your marketing strategy? Share your thoughts on this in the comments section.

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In the times we live in, you need to make sure your brand is human and connects with your consumer. Let’s talk shop! Learn more here: Does sentiment really sell?

*Image courtesy of Pexels

Marketing Algorithm Algorithmic Marketing Polarization shadow ban Technology Marketing Strategy Data gathering Consumer knowledge Consumer engagement Reach Ideology Consumer perspective Good Wrong Ugly Modern marketing

Sharon D. Cole