Artificial vs Human Intelligence and The Problems with Automated Content Creation

Artificial vs Human Intelligence and The Problems with Automated Content Creation

Content Automation

The application of artificial intelligence (AI) to generate web content is the next big thing in the ecommerce market. Considering that automated content analysis is the next benchmark, the strategies that go into the process need to be examined. If we analyze the problems with automated content creation, it’s obvious that there are a few challenges to address. To create quality ecommerce content, human and machine intelligence need to work together.

Emotive Quality Connects to CustomersSway Customer Buying Decision

The application of artificial intelligence can yield great results in terms of generating great quantities of content. However, the quality of that content may lack the insights that human intelligence can offer. Product descriptions must be relatable. The content should excite the customers and sway their buying decisions. The AI’s algorithmic implications may provide factual product descriptions for ecommerce, but incorporating emotive quality may be a challenge that machines can’t quite meet.

Value Added Sentences Increase Description Quality

AI created content is constructed on a bed of existing data. Therefore, one of the problems with automated content creation is that the AI can’t generate fresh ideas. AI generated, machine-driven content is lacking ‘common sense’. Algorithmic implications can easily identify and describe a black dress or a cotton shirt. What they can’t do is describe the value additions that mean so much to the reader, such as the texture, the design or the feel of the material. While AI can produce a product description, it can’t make a joke, engage a reader with insights or highlight the usefulness of a subtle feature. Hence, automated content may fail to engage a reader.

Convincing Descriptions Make an Impact

AI generated content can speak of the attributes of the products, but lacks the value additions related to those attributes. While AI generated content can effectively feature a description of the product, it will not involve any subjective opinion about the product. The lack of such opinion is often obvious to the reader, and such clinical descriptions may unfavorably sway their buying decisions. Human intelligence is needed to make the leaps in logic that elevate product descriptions from boring facts to creative, convincing content.

Keyword Optimization Brings in New Readers

Readers will only stick around for high-quality contentWhen addressing the problems with automated content creation, search result rankings must be mentioned. Regardless of the quality, AI-generated content that doesn’t appear in search results hasn’t reached its intended audience. Machine generated content often doesn’t abide by the rules of keyword optimization. If keywords for product descriptions or category pages are not properly optimized, then the customer’s searches will be fruitless. Optimization depends on, again, leaps of logic, which consider keyword phrasing, placement, context and related terms. Content that grows out of human intelligence keeps the buyer’s search concerns in mind while optimizing.

Competent Descriptions Increase Convertibility

Since machine generated content is laid upon existing data and facts, it may fail to update itself. Therefore, the content may lag behind that of competitors in the e-commerce market. Lack of proper updates at regular interval creates a gap. This also results in making the content non-convertible in terms of generating organic traffic in the Google search page. Human intervention and oversight are necessary to detect and address any such content gaps.

While AI-driven content creation can generate large quantities of product descriptions at the touch of a button, it does not remove or replace the human element. However, human and machine intelligence can work together in harmony to produce high-quality product descriptions for ecommerce.

Everything You Need to Know About Amazon A+ Pages

Everything You Need to Know About Amazon A+ Pages

Amazon

What are Amazon A+ pages?

The Amazon A+ Content program also called enhanced brand content gives sellers the opportunity to create extended versions of basic product descriptions. This program includes numerous options including the chance to build scannable text that details the features and benefits of a product. Using this program, sellers can supplement their text with images and comparison charts that can help customers make educated buying decisions.

Premium, HTML-based content typically drives more conversions on a product page. In fact, Amazon claims that A+ can boost sales by 3 to 10 percent simply by improving search engine optimization (SEO) results and educating consumers about your brand and products.

Amazon A+ Content Guidelines and Eligibility

There are a few things to remember when considering creating Amazon A+ content

  • A+ pages are not indexed, so they will not offer any type of organic boost
  • Currently, A+ Content pages are not available through Amazon’s Mobile App or on mobile devices
  • Only products not sold by other vendors on Amazon.com can receive a free A+ Enhanced Marketing Content page
  • To create an A+ Enhanced Marketing Content page, vendors must submit all content within a month of confirming the purchase order for a product
  • Amazon reserves the right to remove A+ Enhanced Marketing Content pages for any reason, including, but not limited to, violating Amazon’s policies, closing a vendor account and failing to fulfill orders

How to Create an Amazon A+ Page?

First, a vendor has to submit an A+ Detail Page promotion request. To do this:

  1. Log into Vendor Central. Once there, and hover your mouse over the “Merchandising” menu then choose “A+ Detail Pages.”
  2. Once there, vendors have two choices including:

“Self-Service”

With this option, vendors have to do most of the work. This includes creating, uploading and arranging content such as text and images, building a layout and reviewing and setting up shopping cart options. There are four different levels – Basic, Silver, Gold and Platinum and each one includes a flat fee. While some may be eligible for a free A+ page, there isn’t a way to determine eligibility until all content is submitted.

When using the self-service option, you are first taken to a page where you enter the Amazon Standard Identification Number (ASIN), a unique 10 digit number that is used to identify all items sold on Amazon. It’s a good idea to choose premium products that have plenty of features and benefits and a good brand story.

Once you have decided on a product and entered the ASIN, you’ll need to choose a layout style. There are 5 layout styles to choose from. After picking your layout style, you’ll be asked to upload your content and images and then preview your page. At this point, you’ll be able to make any changes. Once you are happy with your page design, select ‘add to cart’ to view pricing and purchase the A+ content. Once purchased, Amazon typically has the page published or returned if any revisions are needed within 14 days. A Self-Service page can cost anywhere from $0 to $400.

Note: You can mix module styles or use the same one as many times as you like. The fees for each page can vary depending on the time of year, and the total price will depend on the types of module chosen.

“Amazon Builds For You”

If you choose this option, you supply the ASIN, images and content and Amazon determines the design and layout of the page. With this option, the page is typically published within 14 days if no revisions are requsted. Amazon Builds For You also has Basic, Silver, Gold and Platinum levels, but usually costs about three times as much as the Self-Service option and can cost anywhere from $500-$1,500 per page.

How CrewMachine Helps Sellers Build Amazon A+ Pages

CrewMachine can be used to create A+ pages through various modules. This results in a better buyer experience and more conversions. Vendors can build custom A+ pages on the CrewMachine platform and simply copy the HTML to build future Amazon A+ pages.

How AI and Machine Learning are Changing the Digital Landscape

How AI and Machine Learning are Changing the Digital Landscape

Content Automation

Big Data and Magnitude of Growth

With the technological advancement and innovations in communication and digital landscape, data is growing at a rate of 40-percent each year and is expected to increase around 300 percent between 2005 and 2020. At that rate, it won’t be a surprise if data reaches almost 45ZB by 2020.

The 4’V’s of Big Data

The diagram below shows the 4’V’s (Volume, Velocity, Veracity and Variety) that are used to analyze the growth and spread of data:

4V's of Big Data

Digital Waves and The Changing Digital Landscape

Supported by progressive technology, the digital landscape has evolved in a very big way over the past few years. The first wave, the internet revolution in 2000, brought about real-time changes in the digital world. The advent of the mobile internet with the manufacture and circulation of 10 million devices around the globe in 2010, the second wave made the internet available anytime/anywhere. The third wave, the Internet of Things (IoT) is currently ongoing, as we see more everyday objects with the ability to send and receive data bringing about a transformation in both the physical and digital world. All of this has helped e-Commerce prosper in a big way. The 4th wave, AI and Robotics are believed to once again drastically influence the e-Commerce arena.

Digital Waves and The Changing Digital Landscape

The Anticipated Future Prospect

It is thought that AI will bring about a drastic change in many pre-established routines, norms and regulations. If the results of the previous revolutions are similar with the new ones, it’s definitely a possibility. Economist Carlota Perez mentioned in her book “Technological Revolutions and Financial Capital,” “A sense of impotence and frustration accumulates and a growing incongruence is experienced between the new and the old paradigm.”

To date, every level of automation has had a positive impact on society. The digital revolution regarding mechanization and computerization has improved the standard of living, encouraged literacy, lengthened the average lifespan and taken down crime rates and unemployment to a considerable extent – U.S. Census data shows that nearly 3 million jobs were created from 2014 to 2015.

By implementing computing devices, digital advancement has networked the entire world and has created a pool of innovation. The global computing cloud has moved shopping, social networking with friends and associates, work, entertainment and all probable involvements in life, online.

AI Paving Way for Robotics

With every upgraded versions of AI, the digital landscape is advancing. Google’s search engine is getting more accurate every day mainly because it is built on AI. This, in turn, grows and circulates enormous amounts of data. Considering evereything is done online today, every action generates data, which is recorded and stored. Here, AI intervenes once again with a much more powerful grip – ‘Robotics’ as used to drive and control this vast amount of data.

General anticipation about the future of job prospect as a result of the AI and robotic wave isn’t quite so transparent. AI is perceived to be both the bad witch, who destroys and the good angel, who creates. A few years back, during internet wave, many people had a similar belief. Eventually, however, the internet paved the way for countless unforeseen career opportunities. Let’s hope the growth of AI has the same results! The new wave might just be taking human efficiency to a different level altogether.

How to Keep Your Customers Coming Back for More

How to Keep Your Customers Coming Back for More

Business & Entrepreneurship

An eCommerce business must have a good customer base and an influx of new customers to remain successful. Because of this, it is important to turn as many one-time shoppers into frequent buyers as possible. To do this, you must ensure you maintain a good relationship with every customer. Remember, a happy customer is more inclined to come back and make more purchases. Fortunately, there are many things you can do to keep your clients coming back for more. Below we’ve listed some of the most effective.

1. Say “Thank You” – It Makes a Difference

The best and the simplest way to make your customer happy is to be courteous to them. A simple “thank you” does make a difference. A customer who is recognized and feels appreciated is likely to come back himself or refer you to his friends.

You can leave a more positive impression by going beyond just a “thanks.” A customer will feel more valued if you personalize it with a thank you card in the package, or if you send a coupon showing your gratitude for the business.

2. Prompt Response to Inquiries

Ways to Retain CustomersLet’s admit it; no one likes to wait. It is going to be a turn off it a customer has to wait days to have his questions answered. Chances are, he will just move on to some other store offering the same product along with a faster response time.

A prompt auto responder from the FAQ section that can answer general questions is a good idea; while you can personally handle more specific ones. Be it a big or a small business – consider employing customer-care representatives who know about your products and can promptly assist customers through calls, emails and messages from day one.

3. Know When to Apologize

Business is all about ups and downs. Keep your ego at bay and make a proactive move to apologize when the situation calls for it. It’s quite an art and takes a strong mind to be accountable for not only your mistakes but for employees, as well. In many cases, a simple apology will entice customers to give you another chance and stop them going to your competitors. That’s when you realize how important owning up to your mistakes and apologizing for them is. However, don’t expect to please everyone. There are some people out there who can never be satisfied, whatever you do. Just ensure you are genuine and sincere, and you’ll be able to turn many unhappy customers into happy ones.

4. Plan Personalized Services

Don’t wait for a query or a review from customers to initiate a communication with them. Plan for personalized service strategies, which can strengthen your relationships and build trust. A random service feedback call goes a long way in creating a good impression. It is important to let the customer know that you care about him. This builds a sense of loyalty from the customer’s end as well. And, you can always expect a loyal customer to come back to you over and over again.

Digital Marketing Tactics to Drive your 2016 Holiday Strategy

Digital Marketing Tactics to Drive your 2016 Holiday Strategy

Ecommerce

The holiday shopping season is almost upon us, and there’s sure to be a lot of competition in the e-commerce industry. During the past few years, the increase in mobile shoppers has resulted in a boost in eCommerce activity, especially during the festive months. By now, many retailers have realized that simply adding a few holiday keywords isn’t enough to attract customers and generate more sales. To cope with customer’s demands and beat the competition, it’s important to do some strategic planning.

1. Study Customer’s Behavior

One of the most important tactics is to analyze and understand customer behavior. Once you have a good idea about how they feel, think and make purchasing decisions you’ll be able to more accurately predict what products they’ll buy, influence their decisions and create a more accurate marketing plan.

2. Reach out to Everyone

It’s important never to assume that your target audience belongs to a particular demographic. For example, while you may know that a product you sell is aimed at college students, you don’t know whether it’s the students themselves, parents, grandparents or someone else making the purchase. Therefore, it’s a good idea to prepare for and reach out to as many potential customers as possible.

 

3. Assess and Manage Time

Are you aware of the amount of time between when an item is advertised online and when people begin to make purchases? This often acts as a catalyst to influence consumers in making their purchasing decisions.

4. Plan and Retarget Campaigns

While search ads are effective, retargeting campaigns can significantly increase the amount of customers that visit your website. Send out banner advertisements to your existing users and those who have recently visited your site. You can typically expect more conversion rates from people familiar with your site than from those who have never seen it before.

5. Plan for Personalization

Customer ExperienceSurveys have proven that 78 percent of consumers buy more products when they receive targeted and personalized offers. Also, more than 70 percent expect some level of personalization from the brands they regularly shop with.

Creating customized experiences for customers helps retailers to increase online conversion rates. When creating personalized advertisements think about presenting the headline, message, image and call-to-action, etc. in a creative, interactive and convincing way. This can only be achieved by considering your specific audiences personalities and preferences.

6. Create Noise Through Social Media

Your fun through social media should never stop. Indulge in as much activity as possible through various platforms to promote updates about your business. Holiday shopping trends constantly change, so as a retailer, it’s important to create relevant posts and updates. Be as versatile as possible to get the most out of every holiday campaign and watch your business flourish.

7. Utilize Promotional Opportunities

The holiday season is one of the only times of the year when customers don’t mind being bombarded with advertisements and campaigns. This means that they are a very good time for some major promotions. So, don’t let the opportunity pass you by. Consider flash ads, custom themes, homepage graphics, banner ads, lucky shoppers, early sales promotions and more. – the possibilities are limitless,

8. Virtual Reality

With virtual reality emerging in a big way, it’s fairly obvious that it will affect digital marketing too. While personalization is already a major factor, it’s a good idea of getting in the habit of promoting your products in a way that relates to real life. Billions of dollars have already been spent researching how this concept will change eCommerce. It will be quite interesting to see how this new technology unfolds.

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