This document discusses several trends in digital marketing, including the growth of mobile video viewed vertically, "micro moments" where consumers seek quick information, and the rise of influencer marketing. It also covers emerging technologies like non-fungible tokens (NFTs), social audio apps, chatbots, and the use of artificial intelligence in search, conversations and immersive experiences. Key factors for search engine optimization are discussed as well, such as expertise, authoritativeness, and trust (E-A-T).

1. Trends
01. Mobile Video
a. Most user use mobile phones as natural behavior as portrait/verticle mode. Hence they
prefer to record or watch videos vertically.
b. This trend used by many companies such as snapchat, IGTV, instagram and face book to
marketing and promotional videos.
c. Verticle videos are not like panoramic its more space in up and down.
02. Micro Moments
a. Short verse of interest of something that
i. Want to know
ii. Want to go
iii. Want to do
iv. Want to buy
b. To get advantages from micro moments your mobile content should be
i. Helpful
ii. Relevant
iii. Accessible
c. Need to understand customer need rather than demographic data
d. In this kind of moment Intent is more important than brand loyality
e. Ex- a micro moment can be time pressure to user
Like missing flight
In micro moment analysis user is interest in
Want to know – is hotel booking available near air port
Want to go – is hotel near air port and can go easily
So user ask from Siri near available hotel rooms instead of his loyal hotel booking app.
03. Media Rating Council (MRC)
a. Measurement services for media industry that measuring valid, reliable and effective
b. Standardizes video measurement across screen types

2. 04. Influencers
a. Can be a human a CGI character
b. Micro influencers
i. Popular influencer group who has <10000
c. Nano influencers
i. 1000-5000
d. How influence works
i. First Stablish the budget and develop matrix tie to business goals
ii. Brand values should reliable with influencer for better influencing.
iii. No need to force influencer and give freedom to be creative. Influencer knows
their audience better than us
05. NFT Non Fungible Tokens
a. Way for creators and brands to monetize digital content
b. Any digital moment can be minted as NFT
06. Social apps
a. Now offering tools to help promote content through app
b. Clubhouse is an invite-only social media app that allows users to launch or drop in on
“Rooms” -- or audio-only chat rooms with friends, followers, or the general public.
c. Natural Language generation
i. NLG done by a machine
d. Using AI models and immersive exp
e. Chat boxes
07. Creator
a. Make money from their content
b. After having monetizing, creators can have
i. Tipping
ii. Subscription
iii. Donation
iv. Creators fund
08. AI
a. Narrow AI
i. Accomplish one goal
b. Artificial general Intelligent
i. Apply learning from one task
09. Fake news
a. Fake news, False news, Misinformation, Disinformation
b. Deepfake

3. 10. Conversational marketing
a. Organic type of interaction
b. AI intergrated chat systems for reduce time
11. SEO E-A-T
a. E-A-T is one of many guidelines Google uses to determine whether the content is
valuable to readers and whether it should rank well.
b. Expertise, Authoritativeness, Trust
c. How to make your website good enough to E-A-T
i. High quality content
ii. Experts
iii. About page
iv. Brand recognition
v. Technical SEO
12. YMYL Your Money or Your Life
a. “Your Money or Your Life” pages (YMYL) is a Google term referring to pages that,
Google deems, could impact “the future happiness, health, financial stability, or safety
of users”
i. News
ii. Medicle, health, financial, advice
iii. Government info
13. TF-IDF
a. TF-IDF is a way to quickly assess the frequency of a keyword and determine how
important that word is within the document. While TF-IDF has a number of important
applications, it is important for SEO because Google uses it as a ranking factor.
b. Term frequency inverse document frequency
c. Customized content, increase discoverable in the long tail of search
14. AI powers searh, conversations and shopping
15. Shop with AR and VR
16. In Immersive Marketing virtual sky is the limit

4. 17. Big data
a. Types of data
i. Structured
1. Highly organized data
2. Ex – exelsheet. Every cell has unique value according to coloumn and
row
ii. Semi structured
1. Combination of structured and unstructutred
2. Ex – twitter – (structured data)number of tweets
(unstructured data) images
iii. Unstructured
1. Doesn’t have predictable organize and hard to classify
2. Ex – images, video
3. Use NLP (Natural Language Processing) to identify what include in these
data type
4. Ex – identify cats photo as cat using python AI
18. Four vs of Data
a. 4 dimensions of big data
i. Volume – size of data. Need to handle daily adding big data
ii. Velocity – speed of data transfer. Connection speed
iii. Variety – variety of data. Youtube data, facebook data
iv. Veracity – big data can quickly outdated. Need to handle correctly from that
predicting business trends to preventing disease and crime
b. More data = Better statistical predictions = Better results
19. Quantum computing
a. Powerfull computers for heavy calculations
20. Blockchain
a. Public blockchain - open
b. Private Block chain - closed
c. Consortium – combination of public and private

5. 21. Marketing Technology Landscape
a. A marketing landscape is a structure in which companies or marketing professionals
identify their most important markets or competitors and track their strengths,
strategies and characteristics.(Marketing companies with different attributes)
b. A stormy horizon
i. False claims and promises
ii. User data permissions
iii. Brand safety
iv. Fake views
c. To scape from stormy horizon
i. Dig deeper in complex landscape
ii. Research partners
iii. Get demos
iv. Justify values that claim to provide
22. Newsletters
a. Popular platform for brands, influencers, media companies that can subscribe and get
contents.
b. Electronic report containing news concerning the activities of a business or an
organization that is sent to its members, customers, employees or other subscribers.
c. Tips
i. Define your goal
ii. Pick a topic
iii. Understand audience
iv. Write in your voice about your brand
v. Stick to your publishing schedule
vi. Don’t oversell
vii. Never spam

6. 23. Hybrid work tech stragies for marketers
a. Three areas to focus tech strategies
i. Devices – OS type , Device Type, Portable device or not
1. Need to stablish minimum standards to meet you teams needs
ii. Communication channels – teams, Webex
1. Be consist
2. Need to share or save files
iii. Data security
1. Develop security protocols
a. Home internet connections
b. Phishing or spam emails
c. Shared folders
d. Data Breaches
b. Be flexible
i. Evaluate devices, channels and security to achieve business goals.