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We’re now in a constantly changing digital landscape

Did you see this Comscore report about “Digital Omnivores”?  I think it’s really useful for marketers.  Not because the information is revolutionary in any way, but because it’s offering some seriously hard facts that can be taken to management to support business cases, marketing planning and ideas generation for marketing. It may help to have this in light of your own analytics, maybe it can help inform decisions that you’re thinking of making, or even realise that you need to make.

Increased WiFi availability and mobile broadband adoption in countries like the U.S., Australia and the U.K. are driving connectivity. Mobile phones already drive digital traffic around the world, while tablets are gaining steam. Tablets traditionally required a WiFi connection to access the Internet, whereas now they’re increasingly driving traffic using mobile broadband access “on the go”. This alone has huge implications for marketers.

Consider the implications of this data…

Usage data…

The share of non-computer (mobile) traffic for the U.S. stands at 6.8 percent, two-thirds of that traffic is from mobile phones with tablets accounting for much of the remainder.

37.2 percent of U.S. digital traffic coming from mobile phones via a WiFi connection. This percentage grew nearly 3 points in just the past three months

Nearly 10 percent of traffic from tablets occurred via a mobile network connection, not wi-fi

Half of the total U.S. mobile population uses mobile media. The mobile media user population (those who browse the mobile web, access applications, or download content) grew 19 percent in the past year to more than 116 million people at the end of August 2011.

In the U.S., smartphone adoption has grown more than 50 percent in the past year, with 36.1 percent of Americans age 13 and older now using smartphones.

The iOS platform has the largest combined share of tablets and smartphones in use in the U.S. at 43.1 percent whereas the Android platform accounts for the highest share of the smartphone market (43.7 percent in August)

When measuring market share of Internet traffic by platform, iOS accounted for more than half (58.5 percent) of the share of total non-computer traffic in the U.S. Android OS ranked second delivering 31.9 percent

U.S. tablet users appear “early technology adopters”: young males in upper income brackets. 54.7 percent of all tablet owners were male and nearly 30 percent were age 25-34. Nearly half belonged to households earning $100K+

Content consumption…

News matters – nearly 3 out of 5 tablet owners consume news on their tablets with 1 in 4 consuming this content on a near-daily basis on their tablets.

Communication activities are central to tablet usage. 3 in 4 tablet owners access email on their tablet device with 1 in 3 doing so on a near-daily basis.

Tablet shopping – owners exhibit significant use of their devices during the entire online shopping process – from initial planning, conducting product and store research, making price comparisons, to transacting. More than half of tablet owners looked up product or price information for a specific store and read customer ratings and reviews while on a tablet.

What are the implications?

This is a paradigm shift that we’re getting to witness, the change is real and growing. It wasn’t so long ago that 100% of traffic was from desktops and laptops, comparatively we’d nothing to really worry about. Fast forward to today and it’s multi-device, multi-levels of engagement and multi nature of visitation. Especially for marketers whose market or strategy leans towards a mobile audience.

The key opportunity in my opinion is remembering the incremental benefits that mobile brings, it’s natural as people start to incorporate mobile devices (and the content that they can now access) into their daily lives. As marketers, let’s remember that these devices don’t exist in isolation, there’s increasingly no such thing as “mobile users”, devices are just a part of an eco-system which means that content marketing and campaign planning gets even more complicated.

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How Ai And Ml Are Impacting Cyber Security?

Cybersecurity professionals use every available technological edge when formulating a plan to counteract the persistent threats posed by hackers and other cybercriminals. Artificial intelligence (AI) and machine learning (ML) are two cutting-edge technologies that have completely altered the cyber security landscape. The majority of organizations (63%) use machine learning in some capacity, 82% report a financial return on their AI investment, and 88% want to boost AI expenditure this year, as per the Deloitte State of AI in the Enterprise Survey.

As for the use of ML and AI in the business world of cyberspace, where exactly would you look for them? Network security is where AI is utilized most, although data security, endpoint security, and identity and access management are also improving thanks to AI. Capgemini gathered this data. Additionally, the Capgemini survey shows that 69% of businesses worry they won’t be able to respond to assaults without AI and that almost 10% of companies want to boost their spending by more than 40% in 2023.

Zion Market Research projects a CAGR of approximately 23% for the worldwide cyber AI market between 2023 and 2025, bringing its value to $30.9 billion by 2025. Many organizations are turning to AI and machine learning to alleviate the strain on their cyber security teams as they face increasingly sophisticated attacks on their networks.

ML as a New Threat to Traditional AI Labs

Unfortunately, both good men and evil guys use AI and ML as part of their cyber security arsenal. A recent analysis of the state of cyber security claims that the black hat community may easily infiltrate the open-source AI technologies used by security teams. Many of these same machine learning frameworks may be found “as a service” on popular cloud platforms, including Amazon Web Services, Microsoft Azure, and Google Cloud Platform. Threat actors may now use pre-existing frameworks to create AI models. They’re relatively inexpensive to implement, and they’ll almost likely lead to an increase in assaults that are powered by machine learning.

The Role of AI and ML in Cybersecurity

Composed by Stuart Rauch

Previous revision: September 15, 20232061

The Role of Artificial Intelligence and Machine Learning in Cybersecurity

The Following Is a List of Topics

Machine Learning as a Service − A New Threat to Traditional AI Labs

Cyber Artificial Intelligence Standards and Guidance Places Where Artificial Intelligence Is Getting Real Equipping Your Teams with Appropriate Cyber Capabilities.

Cases Where Artificial Intelligence Is Getting Real

Artificial intelligence is useful for detecting intrusions as soon as they occur. AI Authority claims that it accomplishes this by doing a rapid analysis of the massive trove of data left by attempted intrusions into internal systems by hackers in the past. Only artificial intelligence has the speed to do this job in a reasonable amount of time. Video cameras, printers, and Internet of Things gadgets all include embedded systems that are easy targets for hackers.

Other applications of cyber AI and ML that are mentioned in the study include −

Applications that detect and block spam are increasingly popular, such as Gmail. The billions of daily Gmail users’ experiences with spam training the AI.

The spotting of fraud. MasterCard utilizes artificial intelligence (AI) algorithms to forecast and recognize client behavior and detect any out-of-the-ordinary patterns.

Identifying botnets. Botnet attacks, which use many “users” to launch a coordinated series of requests to or assaults on a website, are easy targets for AI because of their repetitive nature.

Cyber AI Challenges and Opportunities

As one might expect, the United States government is also participating. The Cyber AI Challenges and Opportunities Subcommittee of the National Science and Technology Council (NSTC) evaluates these issues. Cyber AI deployment guidelines mandate that AI expenditures should further theory and practice. These efforts must lead to safety training, developing defensive models, verifying system robustness, fairness, and privacy, and using trustworthy methodologies and AI-human systems in AI-based decision-making.

The research conducted by the NSTC has uncovered several cyber AI approaches, such as network monitoring to detect abnormalities and suspicious activities, code analysis to locate security holes, and the capacity to deploy protective patches upon the detection of an attack rapidly. Artificial intelligence can do these kinds of assessments instantly, far more quickly than humans can. As assaults may enter infrastructure in a matter of seconds, investigation and reaction time shouldn’t take days or weeks.

Cases Where Artificial Intelligence Is Getting Real

Artificial intelligence is useful for detecting intrusions as soon as they occur. AI Authority claims that it accomplishes this by doing a rapid analysis of the massive trove of data left by attempted intrusions into internal systems by hackers in the past. Only artificial intelligence has the speed to do this job in a reasonable amount of time. Video cameras, printers, and Internet of Things gadgets all include embedded systems that are easy targets for hackers.

Other applications of cyber AI and ML

Applications that detect and block spam are increasingly popular, such as Gmail. The billions of daily Gmail users’ experiences with spam training the AI.

The spotting of fraud. MasterCard utilizes artificial intelligence (AI) algorithms to forecast and recognize client behavior and detect any out-of-the-ordinary patterns.

They are identifying botnets. Botnet attacks, which utilize many “users” to launch a coordinated series of requests to or assaults on a website, are easy targets for AI because of their repetitive nature.

Conclusion

Both artificial intelligence and machine learning have the potential to improve network security; however, they also make it simpler for criminals to break into networks without the intervention of a human person. Artificial intelligence has the potential to improve network security, while machine learning has the potential to improve network security. The use of AI (Artificial Intelligence) and ML (machine learning) might result in an increase in the level of network security provided. As a direct result of this, there is a high possibility that a broad range of commercial enterprises of diverse sorts will experience severe implications.

Analysis Of Online Marketing Campaigns Effectiveness From A To Z

We will consider the most important aspects of building a complex analysis system of marketing effectiveness (not only online marketing but also offline) in this article. Also we will highlight the most important points you should consider during your work with incoming data.

Setting business objectives and KPI

The first stage is setting business objectives. You should define your company purposes, divide the company to departments. Below is an example of departments and their goals for an online shop:

Sales

purchases percentage increasing

increasing of products amount in one order

increasing of an average bill of one purchase

Marketing

decreasing of marketing expenses for each purchase

brand awareness increasing

growth of conversion rate – turning visitors into buyers

increasing of repeated purchases amount

increasing of registrations amount

increasing of references amount in the network

Call-Center

increasing of handled calls amount

growth of conversion rate – turning calls into sales

consultancy time reduction

reduction of calls not related to order placing (guarantee, uptime, etc.)

Web Development

higher pages download speed

reduction of downtime of a site

reduction of unavailable pages amount(the 404-th and other)

Search engine optimization

increasing of visits from organic search

increasing of revenue from visitors who come from search engines

etc.

After it, you should define key indicators of efficiency (KPI) (material expression of your business purposes) on the basis of these purposes.

For example, you may use CRM system data to define the amount of purchases; brand search data on Google Analytics and type-in traffic to define brand awareness improvement; the number of “brand” mentions in Twitter during the calendar month to define increasing of references amount in the web, and so on.

As a result, we receive measurable indicators which will help to track the dynamics and understand if we are on the right way.

The result of your work may look like a table containing KPI and methods of KPI getting:

Establishment of a web analytics system

The establishment of a web analytics system is the next step in the effective marketing analysis construction. We recommend using Google Analytics because it is free and easy to operate. It features great functionality to receive almost all necessary data.

The installationof this system consists of two simple steps:

Installation of Google Analytics code (simply adding several code lines to all pages of a site)

Setting of goals tracking. You need to follow your KPI here. For example, if you need to get data about the amount of new buyers and the quantity of goods in one purchase, you should set two goals: “New customer” and “Successful sale”.

Also you should define other reliable data sources (for example, Twitter, keyword research in Wordtracker, call-center software etc.). And it is better not to change ways of data gathering, because it can influence data reliability.

Some tricks that can help to organize tracking of the most common goals:

1) Calls tracking:

You may set up phone numbers depending on traffic sources

Your employee may ask users to perform certain action on a site (to press «Thanks for your call» button,  to press «CTRL+Enter») which will be defined as the purpose «Successful call»

A combined method (If the client names, for example, the product code during the call, a special script is executed automatically on his computer)

3) Tracking registered users. If you want to monitor behavior of registered users you may assign users to “custom variables” in Google Analytics while registering on a site, and then segment these users depending on values of these variables.

Advertising campaigns tracking

Tracking PPC effectiveness

You may track Google AdWords effectiveness by integrating AdWords into Analytics.

Internal mailing, banner placement, Twitter e. t. c.

Links can be marked with the Google URL Builder tool

Оffline campaigns tracking

Creation of marked links with the help of URL builders

Creation of automatic redirection (a user automatically is redirected through the chain)

Correct understanding of indicators

Even well configured web analytics system doesn`t guarantee its effective usage.

We recommend making reports based on business objectives and KPI you defined at the very first stage. It`s better to avoid abstract formulations like «the bounce rate has decreased by 10 %» or «the number of pages viewed by users has doubled». Try to be more specific.

You should always ask yourself “So what does it mean?” If you don`t manage to reach business objectives after 2 or 3 answers to this question, then this indicator doesn’t play any role.

For example:

The bounce rate increased by 10%. So what does it mean?

This causes reduction of page viewed by a visitor by 12%. So what does it mean?

The main goal of web analytics is to identify problems, to suggest ways of their solving and to estimate results.

For example:

The problem is a low number of site visits.

The decision is to try the site search engine optimization.

The analysis of results is a report “Visits from search engines. “Visits amount increased by 56% for the three last months, the income from these visitors increased by ~200.000$ (+59%)

You should pay attention first of all to the next top 10 reports:

Visitors. The report “Map Overlay” allows you to identify the most attractive markets in terms of geography.

For example, we can see that Los Angeles, San Francisco and Denver convert much better than New York, Atlanta or Dallas.

E-commerce. The “Overview” Report allows you to define traffic sources and campaigns which give the greatest profit, to see the dynamics of conversions and revenue data for the certain period.

The report “Funnel Visualization” allows you to identify bottlenecks that cause the greatest difficulty for users on the path to the goal (for example, you can determine that 90% of visitors abandon the process of registration on the second page of a form)

Traffic sources. The «Google AdWords» reports allow defining which Google AdWords campaigns give the best return of investments.

Traffic sources.  «The Source and means» reports allow to compare the conversion of various methods of audience attraction (what the difference between direct, organic, CPC, banner, email etc. is).

The “Top Content” report allows to define the most popular pages of your site, and increasing of conversion first of all on these pages; you can also determine which pages generate more revenue and which less (and fix it) using the $index parameter.

Traffic Sources Report “Keywords” (compared with the previous period) allows you to define which of the most valuable keywords (in terms of sales) began to bring less conversion.

The report “Search on a site” allows you to identify the most popular topics on your site and to provide users with correct content.

Traffic sources. The report “Direct Access” allows determining the level of interest in your brand and the dynamics of the core of regular customers (it shows brand queries in conjunction with the report “Keywords”)

Visitors. “New vs Returning” report allows to define if visitors are interested in a project and whether they are ready to come back there again and again.

Conclusions

You don`t need to buy expensive tools of web analytics because a free tool Google Analytics can solve 99% of problems.

Try to integrate tracking of all campaigns using the URL Builder.

Don`t seek to see as much reports as possible during analysis, base the marketing analysis just on your business objectives and KPI.

Always ask yourself the questions “So what does it mean?”and “What can I do with this?” for better orientation in indicators and umbers. A set of recommendations what to do is the best result of a good analysis.

Make a list of 10 reports which you will look through to obtain data which is necessary for the development of your business.

Getting The Most Out Of Your Email Marketing Campaign

Should you sneak marketing into your newsletter?

Email marketing is an oldie but goodie. It ties in second place as the second-most popular marketing method in the United States.

Why it’s getting harder to get your email through

It’s popular because it works. As long as you can get your message to the right person, and you can convince them to open it, you’re golden. Of course, getting the message to the recipient has become more difficult over the last few years.

The use of AI in email scanning services has made it a lot harder to get marketing emails through. In fact, they’ve become so effective that we’ve seen a drop in the overall percentage of spam emails. In 2012, 69% of emails were spam. By March of 2023, that figure had dropped to 56%.

The days of spamming clients and hoping for the best are long gone. If that was the only issue marketers faced, it would be bad enough. Unfortunately, they’ve also got to contend with consumers who need to be convinced to open the email.

Why it’s getting harder to convince prospects to open your email

Most of us are extremely busy. We don’t have the energy, time, or inclination to deal with the hundreds of emails that come into our inbox every day. We’re generally tired of having people sell to us all the time. We expect more from the companies that we deal with.

How do we get past this?

The best way to get past a spam filter and to convince people to open your emails is to provide valuable information in the emails. That’s how the idea of the newsletter came into being. It provides companies with a simple way to keep their clients at the top of consumer’s minds.

The newsletter is more likely to be opened as they contain items that the person is interested in. So, the question then becomes, “Can we sneak marketing information into our emails?” The answer is, yes. In fact, it’s now common practice to do so. Should you though?

Should you sneak marketing into your newsletter?

From a business perspective, it makes sense to use every opportunity as presented. We’ve got a slightly different take on the matter. Just take a look at the chart below to see how clients feel about you sneaking marketing messages into your newsletters.

Perhaps a better idea would be to adopt a content marketing approach instead. Introduce the idea behind the product, or explain a core concept related to it. Then, at the bottom of the article, create a link for them to find out more information if they’re interested.

That way, you’re getting the best of both worlds. You’re providing interesting and valuable content without it looking like you’re trying to shove sales down your audience’s throat.

To get more out of your email marketing, take a look at this infographic from EveryCloud featuring great hacks and stats that could inform your email strategy.

Chris Usatenko is a Computer geek, writer, and gamer. He is interested in any aspects of the PC industry and videogames. Freelancer in his nature, he is willing to get experience and knowledge from around the world and implement them in his life.

The Why, How And Who Of Marketing In Stumbleupon

I recently interviewed StumbleUpon’s CEO Garrett Camp and wrote StumbleUpon Defined vs. Digg, Google, MySpace and More to define SU for curious marketers.

I’ve extended my research to include current blog thought related to marketing in SU, added my own meager experience and chopped up Camp’s suggestions for marketers to bake up this scrumptious guide to marketing with Stumble Upon.

First, here are five reasons why marketers – from Fortune 500s to affiliates – should take interest in SU:

They hit 540k users last year. They’re at 1.84 million international users and growing in 2007.

They’re not replacing search or sites like Digg – they are their own beast due to their collaborative filtering/recommendation engine. Think Amazon recommendations for web pages and video.

Competitively they’re not trying to beat search… they’re taking on television. Spend an hour with Stumble Video and meditate on what that could mean for the future of how people interact with and control their entertainment.

An API is in the works. When SU starts to splinter through APIs you want to know already how to market here.

Free Marketing Via StumbleUpon

Now, for some suggested principles for how to market unpaid in Stumble Upon:

You must inform and entertain with laser targeting and a high WOW factor. Piper Jaffray calls it communitainment. SEOs call it link bait. I call it branded content that converts visitors to subscribers/linkers/buyers.

Don’t just submit content – join the community (much as you would for Digg) and spend time learning what your target community likes. StumbleUpon recently added profiles and community networks much like MySpace and MyBlogLog. There are records of what community members like. If your content lacks the WOW power of what they like then you’ve got to get back to work.

Pictures, alleged Camp, are key also.

Tips for Paid Advertising on StumbleUpon

And here are three thoughts if you’re interested in how to market with sponsored Stumbles:

All the unpaid rules apply.

If you’re investing serious effort into your content – ie, you’ve paid someone $5k+ to write link bait for you – why not spend $200 more dollars and send it through SU?

What you’re really paying for in this instance is access to the results, and though this won’t tell you WHAT to change, you should get an idea of whether or not your new project WOWs your target community.

Camp suggested you pay for stumbles on content that’s quality but that people aren’t necessarily searching for… Audio/Visual content works well he said, as do cool flash pages.

Collective Stumble Upon Marketing Experience: Who’s Doing It

I’m all whiz-bang excited about SU right now, despite relatively meager success with their audience for one of my current woodworker-oriented projects (forums take the place of Digg and SU communities for me right now :). Here are some links to folks with quite a varying range of success rates… unfortunately none are particularly forthcoming with target markets:

The Definitive SU Links Page:

If all that you’ve read here has served merely to whet your appetite for more information about Stumble Upon, check out the Ultimate StumbleUpon Resource with 27 articles, and soon 28 I hope when he links to this one 🙂

Yet to come – wrapping up what I didn’t cover from my interview with Camp in a final StumbleUpon post.

Join The Best Marketing Ico Of The Year With Smart Marketing Token

The creation of the blockchain for Bitcoin became the first digital money to solve the double-spending issue without using a trusted authority or central server.

With a young and innovative team full of unique ideas, the Smart Marketing Token platform came up with the concept of providing services for ICO, IDO, and IEO newbie platforms. Their goal is to promote the blockchain voice over the world. The Smart Marketing Token platform will function as a business that provides services through its token. 

The essential utilities will be:

SMT – The primary way to pay for services will be through SMT. Also, fiat payments will be converted into seasonal SMT buybacks. 

SMT holders: will first have access to the broader marketing projects and the Smart Marketing Educational platform. 

With STC launchpad fundings, holders will receive unique bonuses. Additionally, they will also have access to the complete fundamental and legal project analysis.

Additionally, SMT Staking will be available on the platform after October 31st, 2023. 

Although the Smart Marketing Token seeks to integrate promotion into each project on a personalized basis, some categories will be semi-standardized, such as: 

STC Launchpad promotion;

Long term community building;

Youtube & Twitter influencers promotion; 

Project’s design analysis;

Ads optimization & content marketing;

Advanced marketing networking;

A/B testing;

Affiliate program establishment.

What exactly is Smart Marketing Token? 

Smart Marketing Token is the first tokenized marketing agency platform built on the Ethereum Network. 

Their main goal is to support fundamental projects that enter the cryptocurrency world with professionalism, fitted, and elastic marketing approaches. They will be responsible for the promotion of blockchain projects created on the Student Coin Terminal.

Most of the services provided will be paid and settled in the native SMT tokens. The platform aims to create a bridge between the agency’s clients and token holders, from where clients can directly benefit investors.

To access their services, clients will need to buy SMT directly from the exchange and transfer it to the Smart Marketing agency. Also, the inflows that the fiat-based clients will create will be turned into a massive exchange buyback, ensuring that the payments are benefiting token holders.

What does the Smart Marketing Token Ecosystem consist of?

Aside from promoting their ICO, SMT is the foundation of a solid marketing firm, developing comprehensive products and solutions with token success reliant on Smart Marketing services.

To summarize their Ecosystem, we have the following: 

Fixed fee promotion: the service will cost 3% of the total net profit collected in the fundraising of STC Ecosystem 

SMT services: Users will have the option to purchase banners, logos, marketing materials, and Facebook post templates, among many other services.

Voting system: Every quarter, Smart Marketing Token will provide an opportunity for SMT holders to have their voices heard. This will allow users to get their thoughts known by voting on what they want SMT to promote.

Transparency and legitimacy: The team’s operations are transparent, acting in accordance with European Union standards. 

The educational service: SMT will provide an educational marketing platform developed by creators that will only be available to SMT Token holders to get their best marketing tips and tricks.

Staking: They intend to launch a buyback and staking program.

How to join the Smart Marketing Token Ecosystem?

To participate in the Smart Marketing Token Ecosystem, you must possess the token, which will be available in August 2023. 

The SMT ICO will be divided into the following stages: 

On

August 2, 2023

, they will begin issuing their

ICO

Users will be able to obtain tokens until

October 31, 2023

The ICO will be divided into

100 phases

Each time the price rises by

1%

.

Phases cost

$20,000

each.

There will be a total supply of

10 million SMT tokens

; the platform will sell only

55% of their ICO

, starting from the price of $0.50. 

You can purchase SMT Tokens through the chúng tôi website, using a credit card, Coinbase, or metamask wallet. 

You can now expand your business and level up while purchasing and participating in the SMT flourishing business. What exactly are you waiting for? Take a peek at their website for yourself: Smart Marketing Token.

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