1. e-commerce – 489 mentions

The usefulness of e-commerce analytics and how online digital platforms are allowing customers to take advantage of e-commerce and digitisation were some of the major topics discussed in October.

Mike Schiemer, a digital marketing consultant, shared an article in his tweet to explain how different analytical approaches, including assessing social media channels, comparing segment data, using a wide range of demographics, tracking mobile traffic, and determining page conversion rates, can help in maximising the revenues for retailers.

In another tweet, Michael Fisher, a tech evangelist, discussed about how online platforms are becoming the heart of the digital economy allowing European customers to take maximum advantage of e-commerce and digitisation.

2. MarTech – 160 mentions

The use of social media and blockchain solutions for marketing was widely discussed across Twitter during October. Evan Kirstel, a tech influencer, tweeted about the use of social media platforms across a range of demographics and how businesses are leveraging these platforms to decode brand engagement, product research, and online purchases. For instance, Instagram provides a one-shop click feature, allowing users to purchase anything via the app.

Evan shared another article detailing blockchain’s use in the marketing and advertising industry. The article explains how marketing and advertising can benefit from blockchain solutions. For instance, companies such as Unilever, Pfizer, Kellog, and IBM Watson have joined a consortium for ad-buying blockchain solutions in order to eliminate middlemen and cut their advertising spend.

3. Digital marketing – 143 mentions

The basic requisites for digital marketing and how it will change over the next few years were well discussed on Twitter. Michael Fisher shared an infographic detailing the pre-requisites for digital marketing. The infographic includes ten tips for digital marketing, including creation of a responsive website, use of email marketing, blog creation, and promotions on social networks.

Evan Kirstel shared a video by Eric Siu, CEO of ClickFlow, that details the transformation that digital marketing will undergo in the future and how companies can adjust their marketing strategy accordingly. Eric Siu explained that the use of voice search and live features is growing and that he believes that video will be an important part of marketing in the future.

4. Innovation – 137 mentions

Reinvention of the grocery store and the use of augmented reality for shopping were among popular discussions on innovation. Retailers have been introducing new technologies in their physical stores to catch up to e-commerce. Evan Kirstel shared an article on Walmart’s recent launch of its Intelligent Retail Lab (IRL) on its 50,000ft² retail space in New York City that uses artificial intelligence to track store inventories.

Another video shared by Glen Gilmore details how augmented reality (AR) is simplifying shoe shopping for customers. The video shows how an app shared on Admix, an extended reality (XR) monetisation platform, enables users to try different models and colours of shoes virtually before purchasing. The app also simulates walking while trying on the shoes.

5. Artificial Intelligence – 128 mentions

The use of artificial intelligence (AI) and machine learning in digital marketing and the retail industry made AI a popular term in October. Tamara McCleary, the CEO of Thulium, a social media marketing agency, shared an article explaining how AI has become the go-to technology for marketers.

AI-powered interactive platforms are helping businesses to engage with their customers better. For instance, AI chatbots engage with customers to answer most of their queries. Similarly, the retail world uses AI to know their customer better. For example, Amazon uses its AI-based algorithm to record the buying history of customers, thereby identifying their preferences.

Another video shared by Evan Kirstel details the use of AI-powered drones by retailers. The video shows how AI-powered drones fly around a store collecting data and predict shelf stockouts and optimise shelf inventories. Pensa Systems, a maker of in-store drones based in Texas, is a forerunner in this retail revolution. The company raised an additional $5m in funding in January 2019, to accelerate the deployment of the aerial drones.

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