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Technology & Brand Communications can change fortunes
Technology & Brand Communications can change fortunes

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Technology has revolutionized the way brands communicate with their audiences. With the rise of social media, mobile devices and AI specifically now have access to a broader audience than ever before. This phenomenon has led to a shift in how brands approach communication, as they can directly reach consumers in new and innovative ways.

Brand communications have been significantly impacted by technology through social media. According to a study by Hubspot, 92% of marketers claim that social media is essential for their business, and 80% of those marketers have seen an increase in website traffic due to their social media efforts. In addition, social media platforms like Facebook, Instagram, and Twitter have given brands the ability to connect with consumers on a personal level, allowing them to build relationships and trust with their audiences.

Exploring the topic further in-depth, Artificial intelligence (AI) is rapidly gaining attention in the business and technology sectors, as well as in marketing and communications. The implications of AI on these industries and its potential for AI to both intrigue and cause apprehension is the talk of the town. However, the reality is that AI is here, and it is already having a significant impact on marketing and communications.

The availability of affordable and accessible data analytics tools is driving the AI revolution. As a result, marketers and communicators are beginning to realize the power of data-driven approaches to decision-making. As technology continues to evolve and disrupt various industries, the rise of AI will further cause disruptions and create new opportunities. While AI may replace certain jobs, it also provides new possibilities for automating repetitive tasks, resulting in more time for creative work and decision-making activities.

Deep learning, content curation and recommendations, PR and AI, and product recommendations are just a few examples of how AI is already utilized in marketing and communications. For example, deep learning is being used to understand text and speech and recognize photos and is being applied to improve filters on posts and ads on platforms such as Facebook. Similarly, AI is being used to recommend news and products based on people's behaviour and preferences on the web. PR professionals can also use AI to automate tasks such as research and media list creation, resulting in more time for creative work and decision-making.

Chatbots are also on the rise, with AI-enhanced chatbots being used for quick and effective communication. For example, Facebook offers 11,000 chatbots through its Messenger app, allowing users to do everything from ordering a pizza to finding the right movie to watch.

AI is already transforming the way we work and communicate, and it will continue to create disruptions and new opportunities in the marketing and communications industry. Marketers and communicators must embrace the power of AI and use it to improve their decision-making and gain valuable insights into consumer behaviour.

Talking about expansion and business growth, technology has also impacted brand communications through the rise of data and analytics. Now that brands have access to a wealth of data about their audiences, including demographics, behaviour patterns, and purchasing habits, they are able to develop better marketing strategies. This data allows them to tailor their communications to specific segments of their audience and track the effectiveness of their campaigns.

Through technology, brands can communicate more effectively with their audiences and create new opportunities for innovative consumer connections. Companies that embrace technology and use it to their advantage can change their fortunes and grow their business. So, they must stay updated with the latest technologies and trends to stay ahead of the competition.


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Dr. Vikram Kumar

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