AI News, Machine Learning API

Machine Learning API

With the rise of Social Media internet users became able to easily express and share their opinions about companies, products, services, events etc.

In addition it can be used to detect whether the posts are objective or subjective, what is the natural language of the posts and whether the posts were written by a man or woman.


Social media marketing

Social media marketing is the use of social media platforms and websites to promote a product or service.&#91;1&#93;



When using social media marketing, firms can allow customers and Internet users to post user-generated content (e.g., online comments, product reviews, etc.), also known as 'earned media,' rather than use marketer-prepared advertising copy.

The ability to rapidly change buying patterns and product or service acquisition and activity to a growing number of consumers is defined as an influence network.&#91;5&#93;

Social networking sites and blogs allow followers to 'retweet' or 'repost' comments made by others about a product being promoted, which occurs quite frequently on some social media sites.&#91;6&#93;


Mobile phones have grown at a rapid rate, fundamentally altering the path-to-purchase process by allowing consumers to easily obtain pricing and product information in real time&#91;11&#93;

Mobile devices have become increasingly popular, where 5.7 billion people are using them worldwide&#91;13&#93;, and this has played a role in the way consumers interact with media and has many further implications for TV ratings, advertising, mobile commerce and more.

Mobile media consumption such as mobile audio streaming or mobile video are on the rise – in the United States, more than 100 million users are projected to access online video content via mobile device.



Unlike traditional market research methods such as surveys, focus groups, and data mining which are time-consuming and costly, and which take weeks or even months to analyze, marketers can use social media to obtain 'live' or 'real time' information about consumer behavior and viewpoints on a company's brand or products.

Social media can be used not only as public relations and direct marketing tools but also as communication channels targeting very specific audiences with social media influencers and social media personalities and as effective customer engagement tools.&#91;15&#93;



It would be hard for a TV station or paper-based newspaper to provide ads that are this targeted (though not impossible, as can be seen with 'special issue' sections on niche issues, which newspapers can use to sell targeted ads).



According to Constantinides, Lorenzo and Gómez Borja (2008) 'Business executives like Jonathan Swartz, President and CEO of Sun Microsystems, Steve Jobs CEO of Apple Computers, and McDonalds Vice President Bob Langert post regularly in their CEO blogs, encouraging customers to interact and freely express their feelings, ideas, suggestions, or remarks about their postings, the company or its products'.&#91;15&#93;












According to research done by Visible Measures, the Kony 2012 short film became the fastest growing video campaign, and most viral video, to reach 100 million views in 6 days followed by Susan Boyle performance on Britain's Got Talent that reached 70 million views in 6 days.&#91;30&#93;&#91;31&#93;



Instagram has an interaction rate of 1.46% with an average of 130 million users monthly as opposed to Twitter which has a .03% interaction rate with an average of 210 million monthly users.&#91;35&#93;







Bernstein, who currently has one and a half million followers on Instagram, and whose 'outfit of the day' photos on Snapchat get tens of thousands of screenshots, explained that for a lot of her sponsored posts, she must feature the brand in a certain number of posts, and often cannot wear a competitor's product in the same picture.



Another option Instagram provides the opportunity for companies to reflect a true picture of the brandfrom the perspective of the customers, for instance, using the user-generated contents thought the hashtags encouragement.&#91;65&#93;



Promotional opportunities such as sponsoring a video is also possible on YouTube, 'for example, a user who searches for a YouTube video on dog training may be presented with a sponsored video from a dog toy company in results along with other videos.'&#91;67&#93;

Because ads can be placed in designated communities with a very specific target audience and demographic, they have far greater potential for traffic generation than ads selected simply through cookie and browser history.&#91;69&#93;


Companies that recognize the need for information, originality/ and accessibility employ blogs to make their products popular and unique/ and ultimately reach out to consumers who are privy to social media.&#91;72&#93;

Through the influence of opinion leaders, the increased online 'buzz' of 'word-of-mouth' marketing that a product, service or companies are experiencing is due to the rise in use of social media and smartphones.


A social media post by an opinion leader can have a much greater impact (via the forwarding of the post or 'liking' of the post) than a social media post by a regular user.






A flash poll done on 1225 IT executives from 33 countries revealed that social media mishaps caused organizations a combined $4.3 million in damages in 2010.&#91;98&#93;

The top three social media incidents an organization faced during the previous year included employees sharing too much information in public forums, loss or exposure of confidential information, and increased exposure to litigation.&#91;98&#93;




is quietly working on a new advertising system that would let marketers target users with ads based on the massive amounts of information people reveal on the site about themselves.&#91;108&#93;



There has been an increase in social media marketing in sport, as sports teams and clubs recognise the importance of keeping a rapport with their fans and other audiences through social media.&#91;116&#93;

5 Ways You Can Influence Consumer Purchasing Decisions: New Research

Are you wondering whether social media has any real impact on consumer purchasing decisions?  Do you sometimes question the potential of social media marketing?

In this article I&#8217;ll share five ways you can adjust your social media tactics to improve your brand&#8217;s influence on consumer purchasing decisions.

recent Gallup poll published in the State of the American Consumer report indicates that despite the tremendous number of Americans using social media platforms, only 5% say those platforms have a great deal of influence on their purchasing decisions.

Time and again, research has shown that consumers use social media primarily to connect with family and friends, follow trends and find product reviews or information.

The only way to motivate your social media audience and convert them into customers is to change the conversation and engage fully with your existing audience—you have to inspire them to advocate on your behalf.

The Gallup poll I mentioned in the previous section shows that Millennials in particular—a key social media audience—aren&#8217;t easily influenced by social media.

To influence Millennials via social media, companies have to understand how that demographic consumes information, and then identify how to deliver a marketing message that appeals to them.

While it&#8217;s easier for some industries to leverage both offline and online customer engagement, the key is to understand your brand&#8217;s emotional connection with consumers and act upon it.

Here&#8217;s an example of how ADT uses their Facebook page to talk with consumers not at them: Notice how this post focuses on an issue that is highly personal, and literally close to home for American homeowners.

The lesson for businesses (especially larger corporate brands) is to back off from hard-sell techniques and focus on open dialogue with consumers.

Within that community, you&#8217;ll likely find some members who are more engaged and helpful than others—they consistently go the extra mile to help other customers solve their problems.

Over to You If you&#8217;ve been using social media marketing for even a short period of time, you&#8217;ve likely realized that consumers are good at tuning out brand-related content on Facebook and Twitter.

To Keep Your Customers, Keep It Simple


The single biggest driver of stickiness, by far, was “decision simplicity”—the ease with which consumers can gather trustworthy information about a product and confidently and efficiently weigh their purchase options.

In stores, shelf labels list key technical attributes, such as megapixel rating and memory, and provide a QR code that takes consumers to a mobile version of the brand’s website, where they can dig more deeply into product specifications.

User reviews and ratings are front and center there, and a navigation tool lets consumers quickly find reviews that are relevant to their intended use of the camera (family and vacation photography, nature photography, sports photography, and so on).

The highly detailed information Brand A provides at every step on the purchase path may instruct the consumer about a given camera’s capabilities, but it does little to facilitate an easy decision.

Brand B simplifies decision making by offering trustworthy information tailored to the consumer’s individual needs, thus helping her traverse the purchase path quickly and confidently.

Our study found that the best tool for measuring consumer-engagement efforts is the “decision simplicity index,” a gauge of how easy it is for consumers to gather and understand (or navigate) information about a brand, how much they can trust the information they find, and how readily they can weigh their options.

Shifting the orientation toward decision simplicity and helping consumers confidently complete the purchase journey is a profound change, one that typically requires marketers to flex new muscles and rethink how they craft their communications.

The processes of aiding navigation, building trust, and making it easier to weigh options often happen simultaneously, or at least aren’t strictly linear, but for clarity we’ll discuss them separately below.

Often what a consumer needs is not a flashy interactive experience on a branded microsite but a detailed exchange with users about the pros and cons of the product and how it would fit into the consumer’s life.

One electronics company has gathered data from four major sources—social media monitoring, ad-effectiveness and campaign-tracking information, clickstream analysis, and individual consumer surveys—to identify common purchase paths.

It studies the resulting maps to determine the volume of traffic on various paths, which paths inspire the most confidence, which touchpoints are best suited to conveying which types of messages, and at what points consumers lose confidence or defect.

Certain auto manufacturers, retailers, and travel brands have been sifting through consumer search data to learn how search terms and the type of search platform (say, mobile versus desktop) indicate consumer intent and position on the path.

They’ve found, for example, that 70% of those using a mobile device to search are within a few hours of making a purchase, whereas 70% of those using a desktop are roughly a week away.

Someone who searches a general term like “luxury sedans” is at an early stage compared with someone who searches a specific phrase like “BMW vs Audi.” Decision-simplicity marketers would guide the former to the latest auto reviews for their sedans and the latter to an enthusiastic owner community.

If the late-phase consumer was using a mobile device (indicating that he was probably out and about), the search engine would serve up a paid link to a dealer locator with a click-to-call feature that enabled him to easily set up a test drive.

This takes the complicated world of teen clothing and accessories—a world fraught with danger from shifting trends and overwhelming choice—and simplifies it, by showcasing fashionable peers who offer trustworthy guidance.

Neither retailer requires that the haulers show only brands purchased at its store, and the haulers are transparent about their links to the companies (Penney, for instance, gives its star haulers gift cards).

Although a consumer can sort them according to a few characteristics—“flavor experience,” “dentist inspired,” “fresh breath,” “classic”—there’s little to help her figure out which features are most important to her and which paste is her best choice.

One-click questions about hair type, length, and texture (straight, short, fine, thick) and other needs (color treatment, volume) allow the visitor to rapidly sort through more than three dozen offerings to find the ideal one. and—clubs for shoe lovers—collect “personality” information on each member, such as favorite fashion icons and general shoe preferences (heel size, color, and so on) and tailor suggestions accordingly.

The Spanish bank BBVA makes personalized recommendations for financial products after assessing individual consumers’ spending behavior—as reflected in credit card histories and questionnaires—and comparing that behavior with the spending of peers.

They can find reviews written by friends or family by connecting to Facebook or Twitter—TurboTax encourages customers to post on either site when they’ve completed their taxes, and the postings constitute what are in effect consumer-generated, highly trusted banner ads.


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