During the recent webinar, Digital Specialists Eddie Ryce, Keith Gutu & Kim MacKenzie shared great insights on the Digital Trends that are set to shape 2019. Key takeaways included: – How visual search works & will evolve eCommerce – How artificial intelligence is going to start to play a leading role in strategy and content marketing – How Machine learning is revolutionising online personalisation – The new emerging technologies, tactics and methods that are going to impact digital marketing Watch the full webinar replay here: https://i3digital.com/2019-digital-trends-a-webinar-replay/

1. Hosted by
Kim MacKenzie
Eddie Ryce
Keith Gutu
2019 Digital Trends
Webinar

2. Your Hosts
Kim MacKenzie Eddie Ryce Keith Gutu

3. House Rules. . .
Next webinar
21st March 2019
Topic
Voting (2 topics to choose from)
• Cloud based Content Management
(SaaS)
• Intuitive e-commerce to increase sales
3pm GMT

4. Topics . . .
• How Visual Search works & will evolve eCommerce
• How Artificial Intelligence is going to start to play a leading role
in strategy and content marketing
• How Machine Learning is revolutionising online personalization
• The new emerging technologies, tactics and methods that are
going to impact digital marketing
• Q&A

5. Visual search & ecommerce

6. What Is Visual Search
 Intuitive results driven from data
collection through the development of (AI)
Artificial Intelligence and (ML) Machine
Learning.
 Ability to scan, capture “real life” images
instantaneously via devices, enabling
precise informative options to what the
brain is visually stimulated by, in any given
moment.
 Effortless online search through images &
voice rather than effort through “typing of
keywords”.

7. How It Works
 The human brain is programmed to perform
best at problem solving or explaining ideas
through visual & voice stimuli, rather
transcribing into words.
 90% of information transmitted to the brain is
visual. Technology is building to “think” for us
through visual search imaging.
 Patterns of images are identified via Device
Operating Systems and Search Engines to
deliver results with speed and accuracy.
 Benefits with Visual Search is to make online :-
 Effortless - Online Hunter/Gather search
 Seamless - “Initial Thought” to “Purchase”
 Instant Gratification

8. Lowdown On Visual Search in 2019
 According to Gartner, by 2021, early adopters’
brands that redesign their websites to
support visual and voice search will increase
digital commerce revenue by 30%. –
blog.buildabazaar.com
 Three-quarters (74%) of consumers agree that
text based keyword searches are inefficient in
helping to find the right product online. -
campaignlive.co.uk
 62% of Millennials desire the ability to visually
search over any other new technology -
socialmediatoday.com/
 Due to large brands & retailers offering visual
search, expectation by consumers is for
smaller companies to apply and support
same.

9. Essentials For Online Growth
 Ensuring online content aligns with the 2018
Google Algorithm Core Update.
 Leading the way with E.A.T. principles
 Expertise
 Authority
 Trust
 Benchmarked Competitor Analysis
 Strategic Planning & Marketing Budgets
 Intuitive & Robust CMS Platform

10. AI & Content Marketing

11. Just what is AI
“Artificial intelligence (AI) is the
simulation of human intelligence
processes by machines”

12. Stats
 51% of UK Businesses don’t have an AI Strategy
(Microsoft)
 According to Gartner, 30% of companies worldwide
will be using AI in at least one of their sales processes
by 2020
 In 2019, IDC shared last year that 40% of digital
transformation initiatives as well as 100% of IoT
initiatives will be by AI supported.
 Forrester predicts that by 2020, businesses with data-
insights-driven teams will grab $1.2 trillion from peers
without that culture.

13. AI and it’s place in Content Marketing
 Content curation & atomisation

14. AI and it’s place in Content Marketing
 Content curation & atomisation
 Repetitive content at scale

15. AI and it’s place in Content Marketing
 Content curation & automation
 Repetitive content at scale
 Drive content and Digital Marketing ROI

16. AI and it’s place in Content Marketing
 Content curation & automation
 Repetitive content at scale
 Drive content and Digital Marketing
ROI
 Drive real-time content
personalisation

17. AI and it’s place in Content Marketing
 Content curation & automation
 Repetitive content at scale
 Drive content and Digital Marketing
ROI
 Drive real-time content
personalisation
 Predictive content analytics

18. Machine learning &
Online personalisation

19. What is Machine Learning?
 Machine learning is a subset of AI
 Algorithms that can access data, learn
autonomously without human input
 Able to adjust actions based on that
learning

20. Rules based vs Machine learning Personalisation
 Rules based personalisation, allows you to serve
appropriate product and content recommendations
based on predefined rules or segments
 Limited by the set of predefined rules
 Involves many hours of manual analysis
 Machine learning based personalisation,
allows you create unique experiences for
individuals through recipes or parameters
 Not limited by manual input from a marketer
 Successful use cases include, Netflix and
Spotify

21. Evolution in CMS Software Platforms
 Smart lead capturing
 Easily customisable Page Builders, as far
down as page variants
 Journey based personalisation
 Third party integrations with content
recommendation engines i.e. Recombee
 Kentico, Sitecore, Magento

22. Top Tips
 Select forward thinking innovative CMS
Software platforms, future proof yourselves and
your organisations
 Consider which data you want to use to
personalise content, before you start
personalising content. E.g. Personas, Contact
groups, Website activities, Campaigns
 Define Your Content Personalisation Rules e.g.
purchase stage, location, time of the day

23. Emerging
technologies, tactics
and methods

24. Cloud based Content Management (SaaS)
 Content is managed and served independently of
any one channel (headless approach)
 CM sits in the middle and acts as the central
content repository accessed through APIs
 Makes it possible to deliver content to users
through other channels (e.g. IOT, voice assistance
such as Amazon Echo and Alexa) and not just
standard websites
 Cheaper initial investment
 No more added upgrade costs associated with
traditional CMS platforms
 Flexible pricing structure
 Software providers leading the way - Kentico,
Sitecore

25. Thank you!
Any Questions?