The MSc in Digital Marketing Management was developed to deliver the technical, strategic and organisation skills for this industry. As such the course includes a substantial project with an external client and this work is credited as part of the award. Carrying out a project at the height of the pandemic was even more challenging than usual with everything needing to be done remotely and ongoing changes to adapt to the new situation – so Congratulations to the students below for these excellent projects.
Eerik Beeton carried out a project for The Waterfront Gallery, in Milford Haven, West Wales. This has involved developing the ecommerce offer on the website, creating social media channels Facebook, Instagram and helping to recruit volunteers for the gallery.
There are two parts to the Survive and Thrive project – a series of webinars and 1 to 1 business support. This project aims to support businesses in Staffordshire and the surrounding regions.
The webinars are designed to be interactive and resources to download during the webinars will be made available, as well as examples and the opportunity for chat and questions. If you are unable to attend the webinar then you can watch a recording.
Several of the webinars link to each other and we would encourage you to sign up for all of the webinars.
Practical Hints and Tips for Small and Micro-businesses occurred on Staffordshire Day (May 1st) – Recording here
How to critically assess your business operation and ask really good questions in light of Covid 19 – 2pm May 21st Recording here
How to Create Clear Messaging & Develop Customer Relationships Online – 2pm May 28th Recording here
Strengthening your business and its future prospects: adapting your operations and supply chain management 2pm June 4th Recording here
Are you in the right place? How to connect to the right audience & analyse your performance 2pm June 11th Recording here
E-commerce 1: A fun, no techno-babble guide to having a go with electronic commerce! 2pm 18th June Awaiting editing
E-commerce 2: A detailed navigation of the e-commerce strategy template introduced in the E-Commerce 1 webinar 2pm June 25th Recording here
How to manage your staff and their wellbeing out of the lockdown and beyond 2pm July 2nd Recording here
Introduction to advanced operations for key social media platforms 2pm July 7th Recording here
How to develop & integrate email marketing into your business 2pm July 9th Recording here
Managing change, risk and longevity – what does the future hold? 2pm July 16th
Cunningham is working with Valentine
Clays in Fenton. The placement will be focusing on a strategic digital
marketing plan and improving their SEO performance of their main website, along
creating website content for their sub-companies LoveClay and Art in Clay.
Eerik Beeton will be completing his placement with a Staffordshire local IT Company, CoRE Educational Ltd. During his placement Eerik will improve the SEO performance of the company’s e-commerce site selling refurbished IT.
Charlotte Gooding will be completing her project placement with City Stage Crews Ltd. The project will focus on implementing a digital marketing strategy due to the business currently not having one including creating a website for the business.
Sohnia Butt will be undertaking a project at The Mitchell Arts Centre in Hanley, Stoke on Trent. The project will focus around the social media marketing, email marketing and website revamp to increase sales with their target audience
Amber Mottershead will be completing her placement in her current employment at Stone Cricket Club. The placement will focus on developing and implementing an improved digital marketing strategy. This will include building a new website, monitoring the Google Analytics, developing a clear and consistent brand identity and managing multiple social media channels.
Grace Thomson will be completing her placement with Staffordshire University in the Careers Team. Grace is focusing on implementing a social media strategy with an aim of increasing brand awareness. Grace is also working on increasing website traffic.
Leah Mahon will be completing her project placement at creative recruitment agency, The Candidate in Manchester. The project is focused on creating a content marketing/SEO and social media strategy to increase reach, particularly with client audiences.
Craig Holdcroft, will be completing his placement with The Donna Louise Trust, a charitable organisation located in Stoke On Trent. The initial plan will be to extend the digital reach of the charity with the aim to grow followers and charity engagement within the Staffordshire and South Cheshire area.
Keair Bailey will be developing the website and social media content for PeakMyRun
The MSc in Digital Marketing Management is one of our awards to meet the changing demands of industry. Marketing is going through a fundamental change with ever more marketing carried out online – a major consequence of this is the incredibly detailed data that is generated which leads to data driven policy.
To get our Masters students ready for the industry we have two modules:
‘The Management of a Digital Marketing Project’ – this module will prepare a tri-partite agreement between the student, the academic staff and the organisation as to the focus of the project, existing benchmark measures, what is to be achieved and how to make the project sustainable (so that it can continue after the student leaves). This is carried out between January to March/April
The Work Based Digital Marketing Project – a credit work experience (450 hours) to deliver the project with the organisation concerned. (April to August)
The project can be in any type of organisation e.g. private sector, public sector, charity or a university. It is desirable but not essential for the work project activity to take place at the premises, or it could be a mix with some days in the company and some work off site.
We have built in flexibility to the work-placement so it could be that you would like a portfolio of tasks to be completed rather than just one main project. Examples could be – creation of a digital marketing strategy, audit and re-launch of social media, budget and investment plan for marketing, devising and implementing a training plan for existing staff.
As the module is part of the course then paid remuneration is not required. However, we would expect travel expenses and any other identified costs of the project to be paid – these can be discussed and agreed before the placement starts.
Below are profiles of some of the students on the course so reach out direct to them if you are interested or if you want to discuss it with a staff memebr contact Jon Fairburn 01782 294094 firstname.lastname@example.org
a lot of experience developing and leading teams to achieve results. This is
proven through a history of achievement working with Active Lives Education, Cheshire
Football Association, Birmingham County Football Association, Walsall Local
Authority, Sported UK, Sports Across Staffordshire, and The Football
I have a keen interest in Digital Marketing. I am pursuing a Master’s degree in Digital Marketing Management. I have experience in creating and managing marketing and communication strategies and also have experience in website management, email and text marketing, social media management, content curation, and online paid advertising.
I currently run a business called Active Lives Education however am looking for a project that helps me gain further experience in digital marketing, to develop my skills and develop a career or business in this field.
I hold a foundation degree of science in Film and Television Production and have recently graduated from my BA degree in Events Management (2 year fast track) which I gained a 2:1 in. I have a large work experience portfolio from volunteering to paid work. For 4 years I was a manager of a Children’s play centre then moving onto the cash manager of B&M. I now work as an Events Assistant at Moddershall Oaks. For my volunteer work I have experience of working for the likes of Channel 4, Woman of the Year and Stone Food and Drink Festival. I have also worked several corporate events such as the Hotel Marketing Conference and Land Rover.
I have skills within Web design, as well as using all social media
platforms for brand building. I also have quite a good understanding with
photoshop and other computer software that may be needed, I am a quick learner
and can pick up things fairly quickly.
Ideally, I would like a placement within a sector that holds
Events, but I would be open to offers.
Or if you’d like to have a look at some of my volunteer work you can find this on Instagram: @amottevents
I have recently graduated from my BA Events Management (2 Year Accelerated) in which I achieved a first-class honours. I have previous work experience as a bar supervisor for three years as well as voluntary work experience with Channel 4, The Stone Food and Drink Festival as well as being a student representative for my course.
I currently work for The Student Hub at Staffordshire University as a Digital Marketing Ambassador. In this role I manage multiple platforms (Facebook, Twitter and Instagram) as well as improving the overall engagement and reach of the platforms.
I am able to use social media
platforms to build and uphold brand image. I have experience in using analytics
to improve the reach of posts as well as identifying demographics which not be
being reached and making steps to target them.
Ideally I would like a placement
in tourism, events or hospitality but I am open to offers.
I have recently graduated with a First-Class BA (Hons) Degree in Events Management and have now started studying MSc Digital Marketing Management. I have a large work experience portfolio from both paid and volunteer work. I have been a chef for the past three years at The Orange Tree Bar and Grill, I also hold a range of customer service skills which I have been able to develop by working at a bar and on a hotel reception. To broaden by experience in events management I have volunteered at numerous events such as Woman of the Year 2018, Stone Food and Drink Festival and The Royal Oak Gin festival.
I have skills in web design, brand building and analytics, I
can also use all forms of social media and some computer software which may be
required. I am a reliable team player who learns quickly, I enjoy expressing my
creativity when carrying out jobs and ensuring all tasks are completed to the
best of my ability.
If possible, I would like to find a placement within the
events, tourism or hospitality sector although I am open to other
have recently graduated with a 2:1 in BA (Hons) Events Management and am now
currently studying MSc Digital Marketing Management. I have a wide work
experience portfolio varying from paid work to voluntary. Over the last three
years I have been a bar staff member for Stonegate pubs working for Walkabout
until it closed down in April this year and now Yates Newcastle-under-Lyme.
Within my role at Yates I tend to work on the bar and occasionally the kitchen,
but recently I have taken on the role to be more involved in the social media
for the business. To help to widen my knowledge of events and volunteers I
volunteered for the Stone Food and Drink Festival in 2017/18.
main stills revolve around social media and helping to design promotional
material. I am a reliable person with work ethic and put all my effort into
anything that I do.
ideal placement if possible would be within the events, tourism or hospitality
industry. However, I am willing to try anything new that may broaden my
knowledge and skills
graduated from Staffordshire University with a 2:1 BA (Hons) degree in Business
management and I’m now studying an MSc in Digital Marketing Management. I am a
team leader at the Staffordshire
University Students’ Union. This role requires excellent communication
skills, the ability to delegate tasks to the team I am managing and making sure
the venue (LRV and Verve) is running as smoothly as possible. This has taught
me a multitude of transferable skills within customer service as I have
developed my interpersonal and leadership skills. This is reflected within my
dedication to the Staffordshire
Stallions American Football as a team player and a defensive captain.
looking for a digital marketing placement for my work based digital marketing
project. This will give me a chance to utilise the skills and knowledge that I
have learnt within my masters and apply it to a professional environment. Any
opportunity to be able to get this experience would enable me to further my
My degree has
given me an insight into a variety of different aspects within Business
Management. This has given me fundamental knowledge on topics that also relate
to the MSc in Digital Marketing Management. I have extended my academic skills
and abilities by studying into a specialised area of Business. An MSc has enabled me to have a greater
understanding of analytics, search engine optimisation and the ability to
design a global digital marketing strategy.
I have graduated with a BA (Hons) Journalism and I am now studying my MSc in Digital Marketing Management. Throughout university, I worked as a venue member for Staffordshire University’s Student’s Union in front and back of house customer service roles and as a Student Ambassador. These roles have instilled me with strong interpersonal skills and self-organisation through working in these multifaceted positions.
I have experience working as a Trainee Journalist at The Sentinel newspaper and Staffs Live, where I was responsible for researching and writing feature and news content for print and online publication. I utilised my qualifications in Reporting and Shorthand at 100WPM from the National Council of Training for Journalists, ensuring accuracy and time management.
I am an experienced CRM Marketing Assistant, where I was responsible for curating content for email marketing campaigns and market research. Studying Digital Marketing has developed my knowledge within integral marketing theories, brand development and content curation/SEO. I am now implementing this in the creation of my own lifestyle blog, The Wordsmith.
am interested in opportunities in the content marketing sector, and I am open
to writing diverse content in an array of industries.
June Dennis, Dean of Staffordshire Business School
We’ve been celebrating Global Enterprise Week at Staffordshire Business School this week and have welcomed some fantastic guest speakers. What’s been very evident is
that there is no one reason or way to start your own business – each guest
speaker has had a uniquely individual journey and experience. In some
instances, they have fallen into self-employment, in others, it was a well
thought through and planned decision to do so.
So what makes a successful entrepreneur?
There are so many lists out there that can offer you the top 3 or 7 or 20 traits you must have to be a successful entrepreneur. This is my list based on what our guest speakers shared this week!
Passion & determination – if you are to succeed, you need to be
passionate about your business proposition.
What’s the point of setting up a business in something you don’t like or
believe in? However, passion alone will
not be enough. It really does help if
you love what you do, but you need to be prepared for setbacks. I can promise you that things won’t go as
smoothly as you hoped. There will be times when you question whether you did
the right thing. That’s when you need to
be resilient and, as they say, ‘keep calm and carry on’.
Strong work ethic & self starter – when you work for yourself, it’s very easy to have a lie-in when you don’t feel like working without realising that time is your most precious commodity. Even when you don’t feel it, you have to push yourself to make that phonecall, finish the report or knock on the door. You need to be disciplined. One friend, when he didn’t have any work, used to go to the cinema or meet friends for a coffee. Another friend would purposely post leaflets around the neighbourhood to promote his business. Can you guess which one was most successful?
…but also a good finisher – basically, you won’t get paid until you
finish the job. And, you need to finish
the job in good time. So don’t
procrastinate. Sometimes, ‘good enough’
is better than not getting the job done in time. You won’t get repeat business
if you don’t deliver on time.
Creativity – you don’t necessarily have to have a new-to-the-world invention or be able to design amazing advertising campaigns, but you do need to be a good problem solver and find ways around problems that come your way. That’s being creative!
Keep an eye out for opportunities – Be a purposeful networker. You don’t have to be an extravert to develop a supportive network and you never know what’s around the corner! Nearly every contract I received resulted in further business, either from the same organisation or as a result of them passing my details on to a third party. For example, as a result of writing Mintel reports, I was contacted by the chief executive at the time asking if I could act as an expert witness in a court case. The timing wasn’t great and I had to juggle domestic commitments and workload but saying yes to this one phone call provided me with the opportunity to be one of a handful of special marketing experts – and it paid well!
Know your worth – friends may ask for freebies or big
discounts sometimes with the promise that you’ll get lots of publicity. If they value you, they will pay for your
services or goods. Occasionally, they
may be able to offer you something in kind, such as your first review or office
space. I got a free hair cut from my hairdresser
when we spent the time it took to cut my hair discussing how he could improve
his pricing policy. It was win-win and
neither of us took the other person’s services for granted. As an expert
witness, I realised no one queried how much I was charging, so I increased my fees
by £50-£75/day for each new quote. I
never got turned down….
Be prepared to learn – constantly! If you weren’t successful in getting a contract – find out why. If you made a mistake, learn from it. Get feedback whenever you can and look at ways to develop new skills.
Professor Fang Zhao, Staffordshire Business School
Digital revolution is in its full swing now. Digital technologies become pervasive and ubiquitous, disrupting and reshaping business models and processes. According to the estimation of McKinsey Global Institute (2017), by 2030, 75 million to 375 million workers, about 3 to 14 percent of the global workforce will have to change their job categories thanks to digital disruption. Digital technologies have also created and grown the gig (or sharing) economy and generated new entrepreneurial opportunities and new types of entrepreneurship called digital entrepreneurship. The forecast is that digital entrepreneurship may add $1.36 trillion to the future world top ten economies and could generate 10 million additional jobs by 2020 (Nanterne 2014).
is digital entrepreneurship?
Based on our team’s research, digital
entrepreneurship is a distinctive concept signifying a strategic mindset and transformation,
through which entrepreneurs and entrepreneurial organisations pursue business
opportunities and create new and transformative services/products, processes,
digital ecosystems, markets, business models, and ventures involving digital technologies.
What are the opportunities for
businesses and organizations?
There are many opportunities that digital
technologies can give rise to, in terms of the growth of digital
entrepreneurship. In short, they present three key opportunities: connectivity,
scalability and speed. Social media, one aspect of digital technologies, plays
a key role in connectivity through network relations which may lead to co-creation
and co-ownership. Digital connections are the veins of new venture creation
linking creative people and focusing minds and actions on making something
people want. On the other hand, the scalability and fast speed allow start-ups
to scale up and down quickly and extend their reach across borders and time
What are the key challenges?
However, the low barrier to use digital
platforms increases competitions and minimizes the chances of distinguishing one’s
products/services from its rivals. There are also intellectual property issues,
cyber security, data protection, to name a few. Digital entrepreneurs need to
learn fast to upgrade their capability and skills. New learning becomes a
continuous part of venture and business capability development. Knowledge bytes
are a daily venture building feature as learning and working become integrated
and fused in the digital entrepreneur’s world. Last but not the least, technology
is just a tool, just a conduit, just a pathway, the goal is the business.
The ultimate objectives that you use technologies for your business count the most.
For further discussion on the topic area, please contact Professor Fang Zhao, Associate Dean – Research and Enterprise in Staffordshire Business School, Staffordshire University at email@example.com.
About Global Entreprenuership Week:
From the 18-24November, Global Entrepreneurship Week inspires people everywhere through local, national and global activities designed to help them explore their potential as self-starters and innovators. These activities, from large-scale competitions and events to intimate networking gatherings, connect participants to potential collaborators, mentors and even investors—introducing them to new possibilities and exciting opportunities…Continue reading
Building brand identity: the case study of Simply Great Britain
Tuesday 19th Nov 1.00-2.00 R101 Science Centre Emily Whitehead
Building brand identity: the case study of Simply Great Britain
Tuesday 19th Nov 1.30 – 1.50pm Flaxman Film Theatre Dr Tolu Olarewaju
“The Hult Prize is both the world’s largest student enterprise competition and the world’s largest movement for social impact. Students from universities around the globe compete to win $1,000,000 in start-up funding to start a business that solves a pressing social issue. This year’s business challenge concerns climate change and is our chance to show the world that our institution is dedicated to Impact. Come and find out how to compete this year and the benefits of engaging with students from every part of our planet.”
Friday 22nd Nov 10.00 – 12.00 S205 Mellor (IT lab) Jonathan Westlake
10.00 – 11.00 Good online tools for digital marketers
11.00 – 12.00 Good online tools for entrepreneurs and the self employed
These are practical workshops come early to ensure you get a seat.A
Julia Roberts is a communications consultant with over twenty two years of professional work experience within Creative Communications and Marketing including Digital Media, Public Relations and Event Management.
Julia is also the founder and creative director of the Ginger and Spice Festival The Ginger and Spice Festival was crowned champions of British Food Fortnight Competition 2017 and was selected as regional finalists at the Rural Business Awards in both 2018/2019 and 2019/2020.
Her business Rocket Communications and Events Ltd was shortlisted as a regional finalist in the Rural Business Awards 2019/2020.
Emily Whitehead Ltd provides highly experienced training, coaching, consultancy & speaking, delivering to a wide range of businesses and organisations. Specialising principally in marketing & communication strategy, leadership & management, business structure, environmental planning & management, this work is carried out for both private clients and within funded projects (most recently ERDF projects in Staffordshire & Leicestershire). Other projects have included work with Staffordshire CC, Stafford BC, Staffordshire Chambers of Commerce, Staffordshire University Business School , Keele Sustainability Hub, UKCPA, WiREUK & National Forest.
Operating under Emily Whitehead Ltd, Simply Great Britain has a mission to change how Britain views small, micro business one story at a time. Working within a membership community model, Simply Great Britain celebrates, supports & connects its members both online and in person.
Jonathan is an IT specialist. Exposure over the years to a wide variety of business contexts ranging from small firms to large organisations. He has extensive experience of business techniques and transformation technology used by business. He was also instrumental in setting up Wavemaker Stoke and also runs his own small business. He is also vice-chair and secretary of the British Computer Society North Staffs branch.
Andrew Rizvi, MSc Digital Marketing Management Student
When mapping out a plan for social media it is always best to start with the goals you want to achieve for business standpoint and how you plan to implement them.
Using SMART for goal setting can be a successful foundation for social media marketing if followed correctly:
Goals must nail down exactly what is expected of the initiative. Also simply being just more active on social media is one of the quickest ways to burn valuable time unnecessary. That’s why it’s crucial to ask ‘why’ your business is on social media.
Measurable – Being able to definitively answer “yes, we hit the goal” or “we missed the goal by 20%” is a good goal standard. Key Metrics, Goals or OKRs that you would like to accomplish broken down into days, weeks, months, and the year.
Attainable – Out of reach goals are demoralizing and frustrating. Having to stretch to hit a goal is productive, but don’t go overboard with expectations.
Relevant – A social media-marketing goal needs to tie in to marketing’s overall goal. Is it to build an audience? Increase website traffic? Strengthen branding?
Timely – Dates and times keep companies accountable to their goals. Staying on track may at times be impossible, so be able to acclimatise to change is also important
Engaging with customers rather than just promoting
Social media is becoming more and more like a customer service platform. A tricky part of this is that the better you get the more difficult engagement becomes. The other side of this is that customers are more often than not the best source of inspiration, as they will often be asking the questions ‘why’ don’t you do this. Useful tools to find out what’s working on social media are Twitter List, Google Keyword Planner and Facebook Pages to Watch or even simply creating a community site. This allows a company to then evaluate and remarket itself in the future by using metrics from former campaigns.
Engaging with your target audience by using free or low-cost brands, such as Buffer Reply or TweetDeck. This allows for a more interactive service that can help with providing insight to customers as well as the business. For example, everyone person on Twitter has 100 friends that follow them, and those 100 friends have 100 friends that follow them. Even if only 5% of the total friends share the content, that’s still a massive number of shares and impressions. Crafting content unique to each platform is critical and is why planning is so important to keep a constant stream of customer engagement for marketing purposes.
Boost organic content to a targeted audience
Unless you would have a big team overseeing your social media with the ability to invest a lot of time, you can end up wasting a lot of money on paid advertising. Organic social media posting is the perfect testing ground for paid ads and boosted posts. In other words, you’re using organic reach to determine what posts you should put money behind and use this as an opportunity in disguise. And therefore, being able to use A/B testing can help use company resources wisely regardless of the size of it.
That opportunity is paid social media advertising. Even if you only have £5 to spend on boosting a Facebook post or promoting a Tweet, it will effectively get that content in front of hundreds of potential customers. That is why looking out for posts with high engagement but low reach as a good barometer for potential success and is something that should be checked regularly by using analytics, to ensure that the content will be maximising its possible target audience.
A clear and fundamental part of this is holding up the results against the goals you set at the beginning to compare. This gives a clear indication as to what is working and what is not. The main providers of gaining this information can be found using tools such as Sprout Social, Google Analytics, Iconosquare and Snaplytics to make sure that resources are being spent wisely and how they can be better placed elsewhere if not.
Followers. Total up the number of new followers each social media platform received, and compare this number to the goal set. This can be achieved using analytics tools such as Sprout Social to measure the success.
Likes/shares/comments. Measure the amount of engagement the audience has with the posts. Note which type of content gets the biggest responses for future strategies.
Leads. Ultimately, successful social media marketing increases the number of qualified leads for the company. This is the metric that tells you the most about your efforts. Therefore can give the biggest indictor as to where it was a success and where it can be improved.
Create an Editorial Calendar
Last but least, an important way of keeping on track of everything and staying ahead of the game is to have a ‘content schedule’. If there’s a common thread between the biggest brands on social, it’s that they post on a consistent basis.
Chances are that when doing it, juggling multiple social channels and trying to tick as many boxes as possible is incredibly challenging. This is why having a content calendar can make the process much easier by:
Allowing you to fine-tune each post for each platform without having to jump between sites.
Timing posts to maximize engagement, keeping you from having to constantly post in real-time.
Taking the time to make a schedule does double duty of keeping your social media presence organised while also maximising your contents’ reach. This inevitably helps a company reach its potential, whilst being able to continuously funnel information to a specific target market.
Leah Mahon, MSc Digital Marketing Management student
Influencer Marketing (IM) is the latest marketing trend to take the digital plethora by storm – one like and re-post at a time. According to Influencer Marketing Hub, IM combines the use of old and new marketing strategies, and turning it into modernised content fuelled marketing campaigns through collaborations between brands and “influencers” who set up their own social media pages and create their followings.
For businesses – big and small – it is worth getting to the know the person behind the filter before letting them influence which directions your business goes down. Here are a few things to keep in mind…
The Federal Trade Commission (FTC) Guidelines came into full force after numerous followers of popular YouTube and Instagram accounts were collaborating with brands and not making aware that they were receiving a profit in return from their content. To ensure transparency among the audience you’re trying to reach through your Influencer, clarifying that a simple #ad or #sponsorship can save them and your business some major thumbs down.
The Influencer has to believe in the brand and the product or service it is promoting. Microsoft collaborated with world-wide influencer, Oprah Winfrey to endorse their new Microsoft Surface tablet. Social Media Today describes how Oprah sought out Twitter to promote the new technology – only to do so via her iPad, one of the product’s direct competitors. Despite her global influence, not even she could increase sales if her influence doesn’t even believe in the product itself. It’s important for businesses not to collaborate just for the number of likes and followers, but what the Influencer believes in too. Right down to what tech they like to send their Tweets and DMs off.
It is no secret that the landscape of marketing is changing, with a huge shift in activity from traditional methods to digital marketing methods. Machine Learning is at the absolute forefront of this change, and is tipped to be the key to successful business online.
What is Machine Learning?
Machine Learning (ML) is closely related to Artificial Intelligence (AI), a topic of discussion that is prevalent not only in marketing, but as a cultural issue. ML is the application of AI to systems, allowing them to learn from experience. This involves complex algorithm’s that allow a machine to use data to produce predicted outputs.
In marketing terms, this means that a program can gather relevant information, analyse it, and give a specific output, whether that is a prediction or action. This is an exciting prospect for businesses as it can lead to increased efficiency and decreased costs.
So, how can you, as an organisation, utilise machine learning?
Utilising Big Data –
Digital is growing rapidly, and is fuelled by the amount of data available online, labelled as ‘Big Data’. IBM reported in 2013 that 90% of the world’s data had been produced in the last 2 years. Although this number may seem overwhelming, analysing it is HUGE business, with International Data Corporation predicting it to reach a value of $203 billion in 2020.
With this mass of data, analyst’s need the help of machines if they wish to be able to analyse it fully. Data Analytic programs allow this to an extent, but ML programs, such as Torch, have the ability to spot hidden correlations and patterns in this data, which can be used strategically.
Chat bots –
Creating a dialogue with customers is crucial to businesses online, and one way to do this effectively is to use chat bots. Chat bots are becoming increasingly popular, and with good reason. Using a chat bot, a customer can open a dialogue to, for example, buy a coat. In this example, a customer would message the business through a messaging app such as Facebook Messenger, and the bot would then reply. The customer would then tell the bot what style/colour of coat it desires, and the bot would provide you with options matching your needs.
As a business, it allows you to communicate with huge numbers of customers on an individual basis, without the need for humans for each customer. This not only saves costs, but is a method that is increasingly preferred by customers, especially millennials. Although Chat bots are already beginning to revolutionise customer service, it is important to realise that the tool is still in its infancy, and so inevitably as technology advances, more and more opportunities concerning them will arise.
Another way ML can improve your business activities involves recruitment. This is no more apparent than in ML tools used by companies like Zoho, such as Spark, which allows you to flip the equation in job searching – instead of candidates giving information and a list of vacancies being provided, Zoho uses information regarding the vacancy provided by the business, and supplies a list of candidates that best fit the role.
This can benefit your business because it ensures your prospective employees possess the traits you are seeking.
Content Management –
With the swathe of content available to consumer’s, it is only natural that it becomes difficult for them to find the content they want to see. Businesses can address this problem through machine learning. By using a machine learning platform, businesses can use the data from previous content consumers have interacted with to predict other content that would be liked, and to ultimately produce content that resonates with their consumer’s. One such example of this is Pinterest. Pinterest use the previous images that their users have ‘pinned’ to suggest other images and content that users would like to see.
This is Just the Start!
The benefits listed above should make it clear that ML has immense potential for business and marketing. It is now being used by giant companies, such as Google and Amazon, but there is no reason smaller companies could use it with just as much benefit. As the technology behind this area grows, organisations will be able to interact with and influence consumers like never before. Make sure you aren’t left behind.
Does your business use machine learning? How does it benefit you? What other benefits are available to businesses through this platform? Please share your opinion below.