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As content marketing strategies go, using topics that are trending in your
niche can be hugely successful. If you know how to find them.
We spoke with a bevy of marketing experts who happily shared their
predictions for social media trends 2019. I recommend checking it out.
Interesting read.
If you know how to find social media trends, you can create relevant
content, and there’s a chance you’ll become part of the trend. Winning
popularity and brand awareness.
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7 steps to finding trends
with Quick Search
It’s not hard to find trending topics. Let’s be honest, social media is erupting
with them. What can be a struggle, is digging through the noise and identifying
the trends that’ll work for your brand.
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Jump on the trend that has most engagement and relates to your search.
Conclusion
Want your content to go viral? Looking to increase traffic to your website?
Searching for product inspiration? Trends - hot topics, buzz - are one of the
best ways to make this happen. You just need to find them, and find them fast.
Jumping on a trend late, means you’re just another marketer trying to catch up.
Remember the 7 steps:
1. Choose your keywords wisely
2. Long or short-term trends?
3. Head in the word clouds - identifying results
4. Filter out the noise
5. Sorting the peaks from the troughs
6. Pull words from the cloud to find more peaks
7. Hunting down your trend
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Let’s put AI trends on
the marketing table
I’ve gathered 12 marketing experts to quell your fears. What exciting AI trends they
see on the horizon, and how these will enable marketers to scale new heights.
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• Why is AI awesome?
• Artificial intelligence is here to stay!
• What can AI do for marketers?
• Marketing experts share their AI trends
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Why AI is awesome
I have glimpsed the future impact of AI on marketing, and it’s awesome.
AI-powered martech has brought an increased level of trust to data. Improved
the way it’s delivered, and provided more accurate insights and predictive
analytics for high-level decision making by marketing professionals.
So, let’s not be suspicious of artificial intelligence. Let’s not fight it. Let’s not be
scared of change, of progress. Because, like it or not, it’s happening. It’s been
happening for years.
Artificial intelligence won’t steal our jobs. It can only do what we tell it to do,
what we teach it. Therefore, if it’s bad…
We remain in charge. We get to choose, use, and abuse AI to our own end. To
make our lives easier.
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“AI and marketing is still in its infancy. In the near future we will continue to see
increased sophistication in conversational bots, and the emergence of machine
learning across customer relationship platforms. Putting it simply, AI will help
businesses to get the ‘right messages to the right audience at the right time’
to influence consumer decisions. ‘Predictive lead scoring’, currently more at an
enterprise level, will also emerge as a need across all industries at all levels of
business - feeding back into ‘who ends up buying’ from which channels, hence
influencing future resource allocation. Early days, but exciting times for savvy
marketers.”
“AI, like social media, will show our true selves in how we use it. AI will continue
to advance and be used more and more in our everyday lives. It is crucial for
there to be an active response to educate the population on how AI works as
well as provide transparency of the repercussions. Transparency is the key to
adoption separate from those in the tech community. Generally we tend to see
the higher and lower levels iterations of AI whether it looks like minority reports
or chat bots, but we need to bridge that gap and think about what AI means for
the everyday consumer and marketer.”
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“From a market research point-of-view, the implications of AI are huge and offer
many opportunities. It is going to help with the speed to segment and code large
data sets, including social data, at a greater speed and a diminishing cost.
AI will get better at identifying emotions, personality and behaviours but
companies will still need humans to understand the WHY. We still need human
insight to make sense of the data and interpret what it means for business. The
tools don’t provide insights - humans do.”
“The past few years I have been very interested in the possibilities of image
recognition. Image recognition is already in the hands of many brands that
often leverage it to spot their logos and products throughout the internet but
there’s a new use that really has caught my attention. Snapchat just announced
a partnership with Amazon to offer “visual search” shopping directly from the
Snapchat app.
This technology allows users to take a picture of say their friend’s shoes and if
recognized and available on Amazon they will be brought to that product page,
instantly in position to purchase something. As consumers, how amazing would
it be to see something you like, take a picture, and be able to buy/research it at a
moment’s notice? It’s like Shazam for shopping (oh yea, Shazam was just acquired
by Apple for around 400 million dollars this week...).”
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“AI is not just a trend that is happening in social media, digital and marketing
sectors. It’s going to transform how we interact not just with technology in the
industry, but in the classroom as well.
AI is one of the rising areas of focus being covered in classes, and even integrated
into class exercises and activities. Teaching students about the role AI plays in
helping professionals with certain tasks (e.g. collection of data, creation of bots
for certain purposes, data mining for research, etc.) should be part of the evolving
curriculum in social media and digital technologies.
In addition, we will see some significant changes for how we conduct our
business, personal and professional activities.
We also have to acknowledge that the use and integration of AI may be different
across disciplines and professions. What is key to recognize is the fact that AI is
going to be an integrated part of the marketing communication mix. While AI can’t
replace human communication and insight, it can still provide significant value to
our personal and professional activities.”
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“If you’re not yet preparing your business for scaled customer engagement on
an intimate and highly-accurate level, now’s definitely the time.
There’s always been so much data at our fingertips, but it’s only now that we’re
beginning to understand how to utilize it effectively for seamless customer
experiences.
AI is the primary reason — it’s all about insights (and you can bet your data it
will drive this impressive market growth):
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We’re only just scratching the surface of this relatively new technology, with trends
like these showing no signs of slowing.
Virtual assistants, IoT, core marketing automation, data analysis and prediction are
popular applications today — in the near future, expect:
• Significantly improved capability to create written marketing content that
isn’t rigid (there are already a number of eye-opening solutions available)
• Ability to leave the choice of social media imagery etc., to a machine, as
context is progressively better understood
• Almost hands-off management of paid search / bidding campaigns
• A much larger portion of SEO management automated, including outreach
(for example, even sales emails can now be intelligently deployed without
ongoing manual input)
“83% of email marketers are failing to plan for AI.”
• Wider adoption of all the above across smaller businesses, as more SaaS
vendors are able to offer AI solutions at affordable rates and SMEs realize
the potential
• A need for more robust data privacy regulations and recruitment —
creating new executive roles (while simultaneously costing businesses
more resource)
• The buzz and mentions of AI gradually calm, as it becomes baked into
nearly all marketing processes
“Adobe discovered that 47% of digitally mature organizations (those with advanced
digital practices), have a defined AI strategy.”
So, how will you stand out in an AI-saturated world?
It’s exactly the same answer as before:
The right mix of human + machine will prevail (and budget definitely helps a lot).”
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“There are two key things that need to be communicated clearly before we talk
about AI. Firstly, we need to acknowledge that like all technology, AI isn’t just a
product; it’s part of a bigger technology system. One that is connected to other
systems in society like power, education and social life. As a result, without mindful
and purposeful development in place (ethics and more ethics), AI can cause havoc
in society as we have already seen in multiple failures to date.
The second key thing is to ensure that people understand that AI isn’t just an
off-the-shelf product solution but is used as a hold-all term to refer to a number of
different technological components. To talk about AI is to inadvertently talk about
machine learning, data, algorithms, computer vision technology, natural language
processing, and robotics.
Within social psychology, a relationship is defined as an interaction where a
change in behaviour, cognitive and emotional state of a person produces a change
in the other person. If we expand this definition to include relationships with
objects, we can truly start to appreciate the impact machine learning is set to have
on people’s relationship with technology. Our tech is changing its behaviour based
on how we use it!
In the truest sense of the word, we now have a relationship with technology. As a
result, we need to start researching and appreciating more human qualities that
are required in order to sustain a long-term relationship; qualities like serendipity,
acceptance, trust, empathy, voluntariness and cooperative problem-solving. In
addition, in order for machines to learn, they have to be allowed to fail. In a world
where loyalty is supposedly dead, the best we can ask for is forgiving customers.
I think the human phenomenon of forgiveness is being ignored at our own peril!
While utility and usability will continue to be important, they will join a longer list of
more human qualities that will be required in order to connect with the customer of
the future.”
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Trending hashtags - the best
hacks for more engagement
Once a hashtag starts trending, brands can jump in. With users following trending
hashtags, brands can increase their audience on social, potentially converting
them into customers. You just need to find the trending hashtags that’ll fit with
your brand. This guide will explain how to find them and how to use them. There’s
also a great template with the tools you’ll need, details on how to choose the best
hashtags, and the metrics to use to measure the effectiveness of your hashtags.
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This post from National Geographic was the most engaging post with #photography in the last
13 months. But it doesn’t mean they own that hashtag.
These hashtags have huge reach. But they’re way too broad. To make your
content more engaging, you need to find trending hashtags that relate to your
industry.
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You can quickly find the top trending posts for any hashtag on Instagram.
Look at each of these posts in depth to find the hashtags these Instagrammers
use to gain engagement, then try them yourself.
This tactic only finds you the hashtags that are trending now. Not the ones that
engage throughout the year.
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Quick Search finds the most popular hashtags for your topic.
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Quick Search - #carporn has the best reach, but #carswithoutlimits wins more engagement
It’s clear that #carporn has the best reach. But #carswithoutlimits wins more
engagement per mention when linked to Chevrolet.
This gives you a 13-month overview of your most impactful hashtags, but you
can change your search duration to 7 days to find your most recent engaging
hashtags. The methods I’ve used above can also be replicated in Talkwalker’s
Free Social Search, to gain a quick 7-day insight.
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With no mention of Alpro in the text, this post was only discovered through image recognition.
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When you look at the related hashtags for the brand mentions, and the
hashtags related to the detected images of Alpro, you get different results.
For written mentions of Alpro, #alpro, #vegan, and #healthyfood are most popular.
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But for hashtags related to images of Alpro, you now have #weightloss, #fitness, #februdairy
appearing in your results.
This method finds the hidden hashtags consumers use when sharing your
brand.
Pretty cool, no?
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Tesla simulated share of
voice (SOV) report
You’re in competition with your competitors. That’s why it’s vital that
you monitor your brand’s SOV on social channels. That’s how much
of consumers’ online conversation your brand owns, compared to
your competitors. Establishing your SOV will help you measure brand
awareness, brand equity, and audience engagement.
This guide not only explains the what, why, and how, it also gives you a simulated
report demonstrating the share of voice that Tesla earns. Okay, let’s go...
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TESLA SIMULATED SHARE OF VOICE (SOV) REPORT
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Impact starts here.
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