The ubiquitous artificial intelligence (AI) is directly
Posted: Tue Jan 07, 2025 8:40 am
In the world of digital marketing, the buzzwords that emerge around this discipline have an extraordinarily short half-life. How could they not have one when in digital marketing new terms constantly emerge on the horizon (each one more bombastic than the last) and the ones that already exist constantly change their meaning?
Digital marketing is the “father” of many “words” that, constantly at the mercy of changes, have ended up becoming polysemic and carrying very different meanings depending on who uses them. These words that One to One lists below are probably the ones that lend themselves most to multiple interpretations in digital marketing:
1. SEO
Some people claim that SEO is what it has always been: technical optimization to achieve the best possible positioning of a website in search engines. Others, however, argue that SEO is a set of actions (more or less ambitious) whose ultimate goal is to support marketing strategies and achieve maximum visibility for a brand on all web channels. Even so, and (eternal) discussions about the true meaning of SEO aside, good professionals in this discipline are, above all, visibility strategists.
2. AI
related in the digital marketing galaxy to data and algorithms, which, when properly exploited, are a real gold mine in terms of marketing. The problem? That in most companies, data, the main nutrient of AI, is not exactly of the highest quality. In addition, the much vaunted “machine learning”, the most promising offspring of AI, is today more than a nothing, a promise (which is, therefore, very far from being fulfilled). In this sense, and to attenuate perhaps overly high expectations and adequately clarify what marketers really talk about when the word AI comes from their lips, it is convenient to replace this term, perhaps too colossal, with two much more understandable words: data and algorithms.
3. Content marketing
There are substantial differences between advertising labelled as content azerbaijan phone number marketing and real content marketing. Content marketing in its purest (and truest) sense is what the famous Michelin Guide has been doing for over a century and perfectly exemplifies what this discipline should be: there is a product that is in the background and using that product as an excuse, content is created that is really valuable for the consumer and that ultimately generates demand for the product (even if its presence is actually very discreet). Anything that does not conform to this definition is nothing more than advertising disguised as content marketing.
4. Multichannel / Omnichannel
Although many marketers use these two concepts interchangeably, the truth is that multichannel and omnichannel are not the same thing. Multichannel refers to any retail (and also any advertising format) that has roots in multiple channels. Omnichannel, on the other hand, is a term that describes channels that are coordinated and interconnected with each other.
5. Marketing automation.
Digital marketing is the “father” of many “words” that, constantly at the mercy of changes, have ended up becoming polysemic and carrying very different meanings depending on who uses them. These words that One to One lists below are probably the ones that lend themselves most to multiple interpretations in digital marketing:
1. SEO
Some people claim that SEO is what it has always been: technical optimization to achieve the best possible positioning of a website in search engines. Others, however, argue that SEO is a set of actions (more or less ambitious) whose ultimate goal is to support marketing strategies and achieve maximum visibility for a brand on all web channels. Even so, and (eternal) discussions about the true meaning of SEO aside, good professionals in this discipline are, above all, visibility strategists.
2. AI
related in the digital marketing galaxy to data and algorithms, which, when properly exploited, are a real gold mine in terms of marketing. The problem? That in most companies, data, the main nutrient of AI, is not exactly of the highest quality. In addition, the much vaunted “machine learning”, the most promising offspring of AI, is today more than a nothing, a promise (which is, therefore, very far from being fulfilled). In this sense, and to attenuate perhaps overly high expectations and adequately clarify what marketers really talk about when the word AI comes from their lips, it is convenient to replace this term, perhaps too colossal, with two much more understandable words: data and algorithms.
3. Content marketing
There are substantial differences between advertising labelled as content azerbaijan phone number marketing and real content marketing. Content marketing in its purest (and truest) sense is what the famous Michelin Guide has been doing for over a century and perfectly exemplifies what this discipline should be: there is a product that is in the background and using that product as an excuse, content is created that is really valuable for the consumer and that ultimately generates demand for the product (even if its presence is actually very discreet). Anything that does not conform to this definition is nothing more than advertising disguised as content marketing.
4. Multichannel / Omnichannel
Although many marketers use these two concepts interchangeably, the truth is that multichannel and omnichannel are not the same thing. Multichannel refers to any retail (and also any advertising format) that has roots in multiple channels. Omnichannel, on the other hand, is a term that describes channels that are coordinated and interconnected with each other.
5. Marketing automation.