Is Market Research Protected from the “Robots”?

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The rise of machine learning is hard to ignore. It’s happening fast. For the vast majority of digital marketers and forward-thinking companies, it’s an exciting time.

However, there are some concerns over the big picture.

As more companies adopt automated market research and AI, what does the future really look like for business? Moreover, how will it affect the people doing those jobs today?

The reality is, we can all gain a lot from embracing automation.

4 Benefits of Automated Market Research

Automation has been disrupting marketing for quite some time, and the benefits are already clear:

1.    Saves Time

We at E29 have been working with a number of automated market research technology providers for some time now. ZappiStore is one such provider that we’ve had tremendous success with.

Together, we’ve sought to improve the results of concept testing for a number of our less established clients who have significant innovations looming, but whose timelines to market are tight. With automated market research in play, we’ve been able to aid them in making key decisions, often in less than a week.

2.    Improves Accuracy

One of the most widespread uses of automation in market research is in data analytics.

Companies can track users onsite behaviors to gain deep insights into the needs and interests of their audience.

This enables ecommerce companies to tailor brand messaging and offer targeted product recommendations that get more engagement, and ultimately, more conversions.

3.    Audience Growth

With online surveys, your business can curate a global audience of tens of thousands, either in targeted locations or spread across the world.

4.    Marketing ROI

Automation is typically cheaper than traditional marketing methods. With fewer overheads, automated market research reaps a higher ROI on spend.

The Role of Humans With Automated Market Research

Research indicates that 93% of people view AI as a huge opportunity, while 7% consider it to be a threat, as many believe AI will be doing their job better than them within the next 10 years.

The buzz around machine learning and digital transformative technologies is understandable, however, it’s important to keep it in perspective.  

On its own, automation technology still lacks a degree of sophistication. It is only when humans perform deeper analysis on data that the value of the research can be measured.

Take, for example, the instance of an automated survey or interview. Sure, you can garner a wealth of information from numerous participants in a short space of time. However, automation alone is not yet at a point where it can probe or clarify points beyond the basic insights. Without a human present, creative thought is absent.

There’s no doubt that automated tools do enhance our ability to conduct qualitative analysis, which in turn gives marketers the power to improve their campaigns.

That being said, machines aren’t able to connect the dots without us – yet.  

We Must Adapt and Embrace Automation Technology to Our Advantage

The people with the biggest concerns about the dawn of a new era in digital marketing are those who are currently working in market research.

Given that machine learning is already faster, more accurate, and more organized with data than any human could ever dream of, it’s easy to understand why some people are fearing for their jobs.

But they shouldn’t consider this with a doom-and-gloom outlook.

Instead, we should look to adapt and find new opportunities alongside automation.

Many people are already doing that, with 50% of people considering upskilling. Others are finding new roles where they can use automation in their job, rather than be supplanted by it.

For now, automation in market research is an innovative strategy that all businesses can leverage and profit from. But it cannot fulfill its potential without humans.

Learning how to work with these new technologies will set people and businesses up for a prosperous future.

The Truth You Must Know About Slack for Marketing

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The digital age has lots of apps to offer, but hardly any can compete with Slack. The current king of business communications has enjoyed a meteoric rise in the past few years.

And now, it can do much more than send a funny meme to work colleagues.

Today, using Slack for marketing campaigns is a strategy that many are testing out.

How Can Brands Use Slack in Their Marketing Efforts?

There are several ways to use Slack in marketing, as the app is easy to integrate with many other apps and programs. Here are some of the best ways to use it.

Connecting It with Hootsuite

The pro version of Hootsuite allows you to do a lot more than schedule your social media marketing.

By connecting with Slack, you can send social posts from your Hootsuite dashboard to any of your Slack channels.

Twitter Integration and Monitoring

Connecting Slack and Twitter makes it easy for your team to stay on top of live updates and brand mentions.

You can create a specific channel on Slack for marketing on Twitter, then assign team members to monitor activity there.

Engaging Your Community

Outside of work conversations, Slack is great for building a community. You can integrate it with a WordPress blog through various plug-ins.

It’s even possible to hook it up with WooCommerce and build more engagement around your products, chatting with customers through an exclusive channel.

Curate Hot Content

Nuzzel is a content aggregator with a focus on social engagement of interesting posts related to your brand.

Hook it up with Slack to create a Nuzzel channel, which will deliver these updates for your whole team to browse and enjoy.

This is a great way to use Slack for marketing strategy, both with content creation and promotion.

What are the Challenges When Using Slack for Marketing?

Despite its quick rise, Slack is still relatively new, and there are many companies who are yet to adopt it on a consistent basis.

Trying to roll it out to customers and clients may take some time.

It works well for smaller teams, but encouraging large teams with various demographics is a bigger process.

A full-scale digital transformation will take time.

Turning Slack into the central hub of your marketing operations may take some patience and coercion in some cases.

But eventually, your company will need to move with the times to keep up with your rivals.

Could Slack Become the Next Social Channel For Brands?

Studies show that once a team exchanges over 2000 messages with Slack, 93% of them tend to stick with it.

The app has had incredible growth in the past five years, reaching a value of more than $7 billion. It certainly seems like the sky is the limit, and the brand has no intentions of slacking off.

The ability to integrate other apps makes it an easy choice to integrate Slack for marketing. From bots to project management tools, Slack is evolving with the times, and looks to be around for the long haul.

This app might be the future of business communications. If they don’t sell out, they might just unsettle the big guns at Microsoft and Google.