News Segment

A lot is happening in the marketing world today, and we have some interesting stories to share! First, you may want to check out this popular study that shows just how much people would pay to use apps that are now free, including YouTube, Google Maps, and Facebook. The vast majority of people say they would be willing to pay at least a few dollars per month to use apps like these – a sign of just how important apps are in our daily lives!

In Facebook news, the company has announced that it will start a subscription service for streaming videos ad free in places like the United States. While this may seem like some competition for services like Amazon Prime Video or Hulu, Facebook is starting small with more indie content creators like MotorTrend and CollegeHumor. It will be interesting to see how the service grows over time!

There’s also another big bit of information out of Facebook that marketers should know: Facebook is planning on making communication possible between all its major apps – including Instagram, WhatsApp, and Facebook Messenger. That’s great news for companies that talk to their leads on social media and are looking for easier ways to do it.

And finally, a bit of news that ties into our main point and exciting interview: Coca-Cola has started using AI to help with its marketing. Specifically, it’s analyzing local cultures, cuisines and preferences to automatically identify which of Coke’s many, many drink options will do the best in a particular area, and which it should avoid in that place. The AI can then suggest drinks predicted to be popular straight from the Coke vending machine. It’s pretty cool stuff!

But that brings us to our main topic, an exciting interview with Paul Roscoe from Atomic Reach. Atomic Reach is an intelligence software company that specializes in data management and AI to improve marketing – specifically, to get more engagement and conversions of out of marketing content and how it’s placed online.


What Services Does Atomic Reach Provide, Exactly?

We know that AI or machine learning doesn’t seem like something you may need in everyday marketing, but Atomic Reach’s solutions are specifically designed for everyday marketing challenges, and in very interesting ways. These solutions can include:

Insights: AI can take a look at your content, your customer reactions, and your goals, then find where the gaps are – where the content isn’t quite doing what it’s supposed. This helps brands create more effective content over time that creates the reactions that brands are seeking.

Personalization: How do you personalize for a particular customer? Well, you research them – you take a look at their past actions and data, and form a plan to reach them. AI can make this far easier: It can automatically create profiles for each of your customers with all the data and interactions that you need to make the right decisions. AI can even go a step further, and help you craft content that’s more likely to appeal to a specific customer, based on their past engagement. This makes personalization for things like emails, direct messages and other types of communication much easier!

One-Click Optimization: These AI solutions can also do quick audits of your content and offer quick fixes – basically, easy recommendations to add words or phrases that will improve the impact of your content. Yes, this sounds a bit like an SEO tool, but these solutions focus more on viewer reactions than on what Google thinks.


How AI Mixes with Content Marketing

Atomic Reach’s AI looks carefully at marketing content – specifically, it’s designed to read content and analyze it for phrases, words and patterns that have particular effects. Atomic Reach is seeking to solve a particular problem here, where creating content, specifically written content, can feel a little hit or miss, especially to larger or fast-growing companies that are busy creating a lot of different content for different purposes, and are primarily interested in results. Writing can seem like a nebulous job. When a piece of content fails or gets negative reactions, the best solution many teams have is to simply say, “Well, try again, but harder.”

This is where machine learning and AI come in: They examine content and use their powerful knowledge of words, phrases and context to help suggest ways to improve the emotional side of the content – how it makes people feel. These suggestions include more natural language, language that the audience has responded to in the past, language that’s evocative for that particular subject, and more.

Now what does this mean for content creators themselves? That’s going to be an interesting question! Right now these AI solutions are simply helpful tools for content creators to use when writing, like super-advanced spellcheckers. The ability of AI to actually write and send the content itself is still largely unknown. We see a little bit of this in chatbots, but there’s a lot of work to be done in this area. Plus, it’s important to remember that customers tend to respond more positively when they know there’s a real human on the other end, so AI should be used with this in mind.

AI for marketing content is an interesting new market. Do you think your brand would be interested in using AI like this? Let us known what you think on social media by dropping us a message @21handshake! If you liked this episode, please take time to review us and share with someone else who would be interested!