Maithili Pradhan

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We are all waiting for a technological revolution that will bring us self-driven cars, air touch technology, cloning or even bionic eye, but none of us knows for sure when it will become an omnipresent reality. The digital revolution has definitely come a long way from being just a buzzword in the market to being an actual phenomenon that impacts our everyday lives. From communications to trade every little aspect of our life is digitised now. Let’s have a look at how digital marketing has contributed to this. Although digital revolution has opened up a big window of opportunity in the business landscape in the form of digital marketing, it is also a factor that gave a major thrust to the digital revolution. It is true that the digital revolution has enabled digital marketing, but there is a role of digital marketing in further stimulating the digital revolution as well, that cannot be denied. But what exactly is digital marketing? It is the marketing of a product or service through all possible digital platforms. It is nothing but creating product awareness, or advertisement done through unconventional, digital channels – mainly through the internet. Maintaining a strong digital presence is what digital marketing is all about. From Amazon to Domino’s and from Google to Apple, what do the world’s top multinational companies have in common? What’s the mantra for their success? They appreciate and leverage digital platforms to compete in a dynamic and competitive landscape. They have understood the integral role of digital marketing for market dominance. They make it easier for consumers to access relevant and timely information, connect with people and engage in brand building. A variety of digital marketing techniques help them to maintain a ubiquitous digital presence. There are multiple mediums through which it takes place. To list a few: Search Engine Optimisation Search Engine Marketing Social media marketing Content marketing Email marketing Digital marketing is mixing and matching these methods to carefully craft a great marketing strategy. With consistently evolving technology, there is enormous scope to combine traditional marketing insights with new media and internet platforms. Markets across industries are moving rapidly to the virtual space, adopting digital technology as a vital element of their marketing and communication strategy. To continue this paradigm change, businesses need professionals with the knowledge, technical skills and practical experience of digital media and marketing concepts. Digital marketing is set to rule Global Entertainment and Media Outlook 2013-2017 research commissioned by PwC forecasts that the digital advertising market will reach up to USD 185.4 billion worldwide by 2017.  A spectacular 29% share of the total global advertising market will be captured by digital marketing. The industry is expected to outweigh all forms of marketing in just the next five years to be television’s biggest competitor. Masters of marketing and individuals with a drive to understand communication strategy will find themselves at the forefront of this digital revolution. The role of digital marketing in the modern world will increase consistently, here’s why – The share of digital marketing will grow leaps and bounds in the near future. With an emphasis on digital operations and increasing internet penetration, of all major economies around the world, the role of digital marketing will expand exponentially. In fact, it won’t be an exaggeration to say digital marketing will play the first fiddle in the marketing landscape. Hence, there can’t be a better time to understand the significance of digital marketing in a dynamic market environment as exists today What are the benefits of taking marketing to the digital space, the role of digital marketing in career enhancement and business development, the future of digital marketing and last but not the least, how to get a hang of digital marketing. 8 benefits of using digital marketing: 1. Quick and effective communication channel Digital marketing channels give an opportunity to engage with customers quickly than other channels. They help maintain relationships, these relationships build trust and the trust builds the brand. For example, email marketing of e-marketplaces with incorporated links can lead to immediate revenue generation as compared to an advertisement in the newspaper or TV. 2. Easy to evaluate marketing strategy It is very easy to collect data with digital marketing unlike in conventional mode of advertisement. With the help of search engine analysis tools, one can easily predict the effectiveness of their marketing strategy based on the number of clicks, views, email opening rate, etc. For example, email tracking software can give you statistics of exactly what kinds of emails were actually opened. Also, Google analytics can tell you how many of your click ads or Gmail ads were actually clicked on and checked out. 3. Cost-effectiveness Role of digital marketing in providing a cost-effective mode of advertising is irrefutable. The cost of running a 10-second advertisement on national television goes up to 3.5 lakhs or more while widely used social media platforms like Facebook offer to host ads for few hundreds. 4. Easy reach to mobile users We are living in an era of smartphones. As per Statista (A statistical portal), The number of mobile phone users in the world is expected to pass the five billion mark by 2020. None of the conventional marketing methods can beat the integral role of digital marketing in reaching out to the audience via smartphones. 5. A blessing for small businesses The role of digital marketing in the expansion of small and medium scale businesses cannot be emphasized enough. You don’t need to be a corporate giant to be able to afford advertising expenses on digital channels, as it is cost-effective. For example, a local cafe can send out invites for events or gigs via personalised emails. 6. Branding individuals From painters, musicians, writers to film-makers everyone needs an effective marketing strategy. Role of digital marketing in branding independent artists who are busy with their creative ventures and lack adequate financial backing is extremely critical. 7. Expansion of brick-and-mortar model Looking for online presence in a competitive world, full of vibrant websites? Digital marketing has an integral role to play in creating a rigorous digital presence for your brick and mortar shop. Have a look at Theobroma’s (small bakery, turned into a franchise) wonderful website. This not only helps to connect with customers and build a brand but also gives you robust online presence. 8. Startups Startups thrive on digital marketing. Be it an e-commerce or a lifestyle startup or social entrepreneurial platform, the role of digital marketing is significant not only for their growth but for their survival. From Flipkart and Snapdeal to Ola and from Swiggy to Policy Bazar, they all have flourished with the help of digital marketing. The scope of digital marketing in India: As we have already seen, the influence of digital marketing is constantly expanding worldwide but what about India? Rapid digitisation of the economy with an aim of a cashless economy, schemes like Digital India program, etc, the role of digital marketing in India will definitely receive a great push. There is a huge demand and supply gap for digital marketing professionals in India. As per the research conducted by Acodez, mobile advertising expenditure alone has gone up from 5% in 2001 to 175.1% in 2017. You can only imagine the increase in digital marketing spends in India. McKinsey and co. noted that of all marketing jobs, 90% require some knowledge of a digital marketing component. 5 reasons why one must learn digital marketing: 1. Career enhancement and job opportunities If you scan through any online job portal these days, terms like ‘digital marketing professional’ are found frequently. Annual research conducted by ‘Indeed’ pointed out that more businesses in India are looking for increased digital presence and hence, there is a visible rise in job searches for digital marketing. The average pay that professionals in this field get is also higher compared to the jobs in conventional marketing terrain. 2. More than a degree  You must have heard about the horrors of the big bad world outside the college campus, well it is true! It is harsh, heartless and extremely competitive. You will always have to be on your toes to compete and for that, you will require something more than just a college degree – such as the importance of digital marketing in today’s scenario. 3. Better return on investment The certifications in digital marketing will cost you much less than an academic degree. The returns on investment are also much higher than for other, full-time and offline academic programs. 4. Adds weight to the resume Your resume will definitely stand out with a recognised certification in digital marketing. Best Online Digital Marketing Courses Advanced Certificate in Brand Communication Management - MICA Advanced Certificate in Digital Marketing and Communication - MICA Performance Marketing Bootcamp - Google Ads from upGrad To explore all our certification courses on Digital Marketing, kindly visit our page below. Digital Marketing Certification 5. Helps in entrepreneurial ventures Do you dream of becoming an entrepreneur? Without a thorough understanding of the role digital marketing has to play in creating a vigorous digital presence, it is difficult for a business to survive. Digital presence is crucial for your entrepreneurial venture. You can even start your own digital marketing agency! Top Digital Marketing Skills Online Advertising Courses Influencer Marketing Programs SEO Optimisation Courses Performance Marketing Certification Search Engine Marketing Course Email Marketing Strategy Content Marketing Strategy Social Media Advertising Digital Marketing Analytics Website Analytics Online Display Advertising Best Affiliate Programs How can you learn digital marketing in India? While one might get the impression that digital marketing is a general set of tricks to use the internet smartly, and one can sail through easily with learning on the job, it is not true. As constantly evolving technology creates a challenging environment for businesses, a strong skill set and robust knowledge of both marketing and technology is a must to deal successfully with them. A proper understanding of the role of digital marketing only comes from learning the nitty-gritties of it. The study of segmentation, targeting and positioning in marketing, analysis of consumer psychology, knowledge of website building and design, acquaintance with google analytics and the role of various channels and metrics is only possible through a competent and comprehensive learning program. Some of the best certification and diploma programs that can stimulate your marketing careers are made available in India through edtech platforms like UpGrad by courses like PG certification in digital marketing & communication from MICA. Don’t think, act! Sow the seeds of your successful career! Job roles available in the field of digital marketing Digital Marketing Manager  The Digital Marketing Manager’s role is very important as they are primarily involved in conducting and creating brand awareness. The manager of digital marketing roles and responsibilities include the planning and execution of the digital marketing plan and strategy for the product and services.  Content Strategist  The role of a DMM is to strategise the content and develop the engaging content. The job description digital marketing specialist would be to communicate about the brand and share it convincingly and informally. The content is available mainly over social media; the content strategists should be aware of SEO and SEM majorly.  Conversion Rate Manager  One of the important roles in digital marketing is of the Conversion Rate Manager. The job description for digital marketing conversion rate manager is to acquire new customers by modifying the content and components of the website. It results in maximum chances of converting the website visits into lead consumers. SEO Specialist The digital marketing roles and responsibilities of an SEO Specialist include looking after the SEO.  They are responsible for evaluating and incorporating the changes to the website that results in increased search appearances.  upGrad’s Exclusive Digital Marketing Webinar for you – What’s new in Marketing? document.createElement('video'); https://cdn.upgrad.com/blog/rumi-ambastha.mp4 Digital Marketing Free courses to Learn Influencer marketing free course Introduction to advertising free course Influencer marketing right free course SEO basics free course SEM basics free course Email marketing free course Social media marketing introduction free course How to leverage user generated content free course Content marketing free course Fundamentals of marketing free course Brand marketing masterclass free course Popular Digital Marketing Blogs Beginners Guide to YouTube Marketing : Complete List How to Monetize Your YouTube Channel? Top 5 Actionable Steps The Complete Guide on setting up a LinkedIn Company Page Everything You Need To Know About Digital Marketing A Complete Guide to Digital Marketing Strategy: What it is and How to create it? Digital Marketing Tutorial: A Step-by-Step Guide To Become an Expert Future of Digital Marketing: How It Goes From Here Importance of Digital Marketing: Top 10 Reasons Your Business Needs it Digital Marketing Challenges: How to Win Amidst the Challenges in Digital Marketing

“The best marketing doesn’t feel like marketing.” – Tom Fishburne, Founder and CEO, Marketoonist Several times, we come across advertisements which do not sell the product or service directly. For example, soft drinks like Thumbs Up and Mountain Dew sell an idea of being adventurous and fearless instead of the drink itself. Banks like ICICI do not explicitly discuss a range of banking services that they offer but evoke a sense of security, a sense of being cared for through their ad campaigns with taglines like “Hum hain na” (We are there for you) or “Khayal apka” (Care for you). These companies persuasively align their products with ideas, values or emotions. It is a part of their marketing strategy – in the form of brand positioning. Positioning in marketing is used to place your brand in the minds of the audience in a particular way. It defines the brand and what it does for a customer. It defines what value it offers and what it stands for. In this way, customers slowly and steadily align these values or ideas with a particular brand and connect with it. Learn How To Use Audience Targeting In Marketing! It is extremely important to learn about brand positioning to excel in any kind of marketing job. If you want to upskill yourself, check out our digital marketing courses. Positioning in marketing is important as it plays a crucial role in making the product relevant to your target audience. It explains and strengthens the value of a brand i.e. why and how it solves the problems and makes life easier; or simply why every penny spent on buying this product/service is worth it. Therefore, every business, whether big or small needs to position their product or service in a certain way. To achieve this goal, a marketer should know what exactly is brand positioning in marketing, how it works, how to write a well-defined positioning statement, what are the different types and methods to perform powerful brand positioning, etc. This knowledge will give an insight of how marketing experts strategize their efforts. Overall, it will help you understand the dynamics of marketing, inside out. The origin of brand positioning in marketing The concept of positioning in marketing was popularised by Jack Trout, Al Ries and Philip Kotler in ‘Positioning: The Battle for Your Mind’ – a Bible for positioning in marketing. It spelled out the mantra of success in branding through positioning. Winning the Market with Consumer Journeys According to these marketing gurus, customers are bombarded with advertisements on a daily basis and they deal with it by filtering the information and discarding useless information that they cannot connect with. To effectively place the brand name in the minds of the target audience in such a ‘media-blizzard’ as they call it, brand positioning is a key. What does brand positioning mean? Philip Kotler defines brand positioning as “the act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market”. In simpler words, brand positioning describes how a brand is different from its competitors and where or how it should be placed in customers’ minds. Types of brand positioning in marketing There are various brand positioning strategies at your disposal to achieve your brand positioning goal. The most popular ones are: Quality positioning While positioning a product, a company assures a customer of its highest quality. Tropicana Juice – 100% real fruit juice, is an example of quality positioning. Price positioning There are two ways of positioning while using price positioning in marketing. High-value positioning and low value (reasonable pricing positioning). For example Big Bazaar positions itself with an idea that customers will get the best products for cheapest rates – isse sasta aur accha kahin nahi (it can’t get better and cheaper than this) while Taj group of hotels’ venture Vivanta’s positioning efforts clearly states that their service is dedicated to a more aspirational consumer. Words like ‘stylish and sophisticated’ used in their positioning statements give us an instant idea about the quality of their services. Benefit positioning This type of positioning offers an exclusive benefit of using a product/service that no other brand can deliver. For example, Motilal Oswal Financial Services assure solid research and solid (financial) advice. Solution (problem-solving) positioning In this type of brand positioning, a company offers a solution to a problem of the target audience. Like LIC offering the comfort of being secured. It positioned itself as an insurance company that would offer solutions to all your worries related to money management and as a friend that would look after your loved ones in case of a calamity – “Zindagi ke sath bhi, Zindagi ke bad bhi” (With you; for a lifetime, and even after that). Subjective (competitor based) positioning Positioning a product in the minds of the audience with respect to a competitor by implying that no other brand can serve them better. For example, Malayala Manorama, a newspaper in Kerala, sets itself apart by assuring, “Nobody Delivers Kerala Better”. Why Brands Need To Do More: Lessons from Google, Airbnb & Uber How to strategically design your positioning statement A key to robust positioning in marketing lies in writing a strong, well-defined positioning statement. The following steps will definitely help a marketer to write a fitting positioning statement: Identify the target audience A thorough understanding of how segmentation and targeting work in marketing will help identify a target market. A target market is essentially a segment or group of people who are most probable to be your customers. It can be the urban youth, the middle-class segment or even population belonging to a particular geographical region. Read the signals through research Understand what the target market wants to hear, define its needs and wants, the communication method it is most comfortable with and then prepare your plan. Communicate the value that the brand aims to create Deliver a message in a way that it assures the customers that this is all they have been looking for. Make a promise of quality, most reasonable price, benefits that none other can offer or value addition over and above what a rival company is offering based on your assessment of the product/service and a USP (Unique Selling Point) based on which you are selling this product. Design-Thinking in Content Marketing: Some Ideas and Tools Examples of noteworthy positioning statements Amazon for its books segment: “For World Wide Web users who enjoy books, Amazon.com is a retail bookseller that provides instant access to over 1.1 million books. Unlike traditional book retailers, Amazon.com provides a combination of extraordinary convenience, low prices, and comprehensive selection”. Zipcar: “To urban-dwelling, educated techno-savvy consumers, when you use Zipcar car-sharing service instead of owning a car, you save money while reducing your carbon footprint”. Notice how both of these businesses define clearly the target segment, what their company does, how it helps you and what is the value that it promotes, and the range of benefits that it offers. Such well-defined positioning statements, in fact, such remarkable positioning in marketing has multiple benefits. First and foremost, it makes every department of an organisation, market-oriented. It becomes a part of organisational philosophy and value. It creates loyal customers. It helps you stand out in stiff competition. And most importantly, it attracts your target audience in a very powerful way. It helps them remember your brand a certain way, a way you want them to remember it. 5 High Impact Digital Marketing Strategies to Win the Market How to learn about positioning in marketing? You cannot master marketing without a profound knowledge of brand positioning. It won’t be an exaggeration to say that it is a focal point of all marketing efforts. Reading books and online articles won’t take you too far. For a deep insight into how positioning in marketing works, you should undergo formal training and educate yourself thoroughly. If you wish to explore and become an expert in Digital Marketing, check out upGrad & MICA’s Advanced Certificate in Digital Marketing & Communication. Become an expert in social media marketing, content marketing, branding, marketing analysis and PR. This course helps you to not only understand brand positioning but gives you an opportunity to apply learnings from real-time case studies and industry projects to create a robust marketing strategy and scale new heights in your career. Learn Online MBA Courses from the World’s top Universities. Earn Masters, Executive PGP, or Advanced Certificate Programs to fast-track your career.

“A computer would deserve to be called intelligent if it could deceive a human into believing that it was human.” – Alan Turing Best Machine Learning and AI Courses Online Master of Science in Machine Learning & AI from LJMU Executive Post Graduate Programme in Machine Learning & AI from IIITB Advanced Certificate Programme in Machine Learning & NLP from IIITB Advanced Certificate Programme in Machine Learning & Deep Learning from IIITB Executive Post Graduate Program in Data Science & Machine Learning from University of Maryland To Explore all our courses, visit our page below. Machine Learning Courses The entire gamut of artificial intelligence is based on machines being able to ‘understand’ and ‘respond’ to human beings. Which is impossible without the capability of machines to interact with humans in their natural language, like other human beings. Moreover, understanding does not involve the mere exchange of information and data but an exchange of emotions, feelings, ideas and intent. Can machines ever do that? Well, the answer is affirmative and it is not even that surprising anymore. What is this miraculous technology that smoothly facilitates the interaction between humans and machines? It is Natural Language Understanding. What is Natural Language Understanding? Natural Language Understanding is a part of Natural Language Processing. It undertakes the analysis of content, text-based metadata and generates summarized content in natural, human language. It is opposite to the process of Natural Language Generation. NLG deals with input in the form of data and generates output in the form of plain text while Natural Language Understanding tools process text or voice that is in natural language and generates appropriate responses by summarizing, editing or creating vocal responses. In-demand Machine Learning Skills Artificial Intelligence Courses Tableau Courses NLP Courses Deep Learning Courses Get Machine Learning Certification from the World’s top Universities. Earn Masters, Executive PGP, or Advanced Certificate Programs to fast-track your career. Natural Language Understanding Vs Natural Language Processing Natural Language Processing is a wide term which includes both Natural Language Understanding and Natural Language Generations along with many other techniques revolving around translating and analysing natural language by machines to perform certain commands.    Examples of Natural Language Processing Natural Language Processing is everywhere and we use it in our daily lives without even realising it. Do you know how spam messages are separated from your emails? Or autocorrect and predictive typing that saves so much of our time, how does that happen? Well, it is all part of Natural Language Processing. Here are some examples of Natural Language Processing technologies used widely: Intelligent personal assistants – We are all familiar with Siri and Cortana. These mobile software products that perform tasks, offer services, with a combination of user input, location awareness, and the ability to access information from a variety of online sources are undoubtedly one of the biggest achievements of natural language processing. Machine translation – To read a description of a beautiful picture on Instagram or to read updates on Facebook, we all have used that ‘see translation’ command at least once. And google translation services helps in urgent situations or sometimes just to learn few new words. These are all examples of machine translations, where machines provide us with translations from one natural language to another. Speech recognition – Converting spoken words into data is an example of natural language processing. It is used for multiple purposes like dictating to Microsoft Word, voice biometrics, voice user interface, etc. Affective computing – It is nothing but emotional intelligence training for machines. They learn to understand your emotions, feelings, ideas to interact with you in more humane ways. Natural language generation – Natural language generation tools scan structured data, undertake analysis and generate information in text format produced in natural language. Natural language understanding – As explained above, it scans content written in natural languages and generates small, comprehensible summaries of text. Learn ML courses from the World’s top Universities. Earn Masters, Executive PGP, or Advanced Certificate Programs to fast-track your career. Best tools for Natural Language Understanding available today Natural Language Processing deals with human language in its most natural form and on a real-time basis, as it appears in social media content, emails, web pages, tweets, product descriptions, newspaper articles, and scientific research papers, etc, in a variety of languages. Businesses need to keep a tab on all this content, constantly. Here are a few popular natural language understanding software products which effectively aid them in this daunting task. Wolfram – Wolfram Alpha is an answer engine developed by Wolfram Alpha LLC (a subsidiary of Wolfram Research). It is an online service that provides answers to factual questions by computing the answer from externally sourced, “curated data”. Natural language toolkit – The Natural Language Toolkit, also known as NLTK, is a suite of programs used for symbolic and statistical natural language processing (NLP) for the English language. It is written in the Python programming language and was developed by Steven Bird and Edward Loper at the University of Pennsylvania. Stanford coreNLP – Stanford CoreNLP is an annotation-based NLP pipeline that offers core natural language analysis. The basic distribution provides model files for the analysis of English, but the engine is compatible with models for other languages. GATE (General Architecture for Text Engineering) – It offers a wide range of natural language processing tasks. It is a mature software used across industries for more than 15 years. Apache openNLP – The Apache OpenNLP is a toolkit based on machine learning to process natural language text. It is written in Java and is produced by Apache software foundation. It offers services like tokenizers, chucking, parsing, part of speech tagging, sentence segmentation, etc. Applications of Natural Language Understanding As we have already seen, natural language understanding is basically nothing but a smart machine reading comprehension. Now let’s have a close look at how it is used to promote the efficiency and accuracy, while saving time and efforts, of human resources, which can then be put to better use. Collecting data and data analysis – To be able to serve well, a business must know what is expected out of them. Data on customer feedback is not numeric data like sales or financial statements. It is open-ended and text heavy. For companies to identify patterns and trends throughout, this data and taking action as per identified gaps or insights, is crucial for survival and growth. More and more companies are realizing that implementing a natural language understanding solution provides strong benefits to analysing metadata like customer feedback and product reviews. Natural language understanding in such cases proves to be more effective and accurate than traditional methods like hand-coding. It helps the customer’s voice to reach you clearer and faster, which leads to effective strategizing and productive implementation. Reputation monitoring –  Customer feedback is just a tip of the iceberg as compared to the real feelings of customers about the brand. As customers, we hardly participate in customer survey feedbacks. Most of the real customer sentiments hence are trapped in unstructured data. News, blog posts, chats, and social media updates contain huge amounts of such data which is more natural and can be used to know the ‘real’ feelings of customers about the product or service. Natural language understanding software products help businesses to scan through such scattered data and draw practical inferences. Customer service – Natural Language Understanding is able to communicate with untrained individuals and can understand their intent. NLU is capable of understanding the meaning in spite of some human errors like mispronunciations or transposed letters or words. It also uses algorithms that break down human speech to structured ontology and fishes out the meaning, intent, sentiment, and the crux of human speech. One of the most important goals of NLU is to create chatbots or human interacting bots that can effectively communicate with humans without any human supervision. There are various software products like Nuance which are already involved in customer interaction. Popular AI and ML Blogs & Free Courses IoT: History, Present & Future Machine Learning Tutorial: Learn ML What is Algorithm? Simple & Easy Robotics Engineer Salary in India : All Roles A Day in the Life of a Machine Learning Engineer: What do they do? What is IoT (Internet of Things) Permutation vs Combination: Difference between Permutation and Combination Top 7 Trends in Artificial Intelligence & Machine Learning Machine Learning with R: Everything You Need to Know AI & ML Free Courses Introduction to NLP Fundamentals of Deep Learning of Neural Networks Linear Regression: Step by Step Guide Artificial Intelligence in the Real World Introduction to Tableau Case Study using Python, SQL and Tableau Automated trading – Capital market trading automation is not a new phenomenon anymore. Multiple software products and platforms are now available that analyse market movements, the profile of industries and financial strength of a company and based on technical analysis design the trading patterns. Advanced Natural Language Understanding tools which scan through various sources like financial statements, reports, market news are the basis of automated trading systems. Market Intelligence – “What are competitors doing?” is one of the most critical information businesses need on a real-time basis. Information influences markets. Information exchange between various stakeholders designs and redesigns market dynamics all the time. Keeping a close watch on the status of an industry is essential to developing a powerful strategy, but the channels of content distribution today (RSS feeds, social media, emails) generate so much information that it’s been increasingly difficult to keep a tab on such unstructured, multi-sourced content. Financial markets have started using natural language understanding tools rigorously to keep track of information exchange in the market and help them reach it immediately. Due to such varied functions carried out by natural language understanding programs, its importance in trade, business, commerce and the industry is ever increasing. It is a smart move to learn natural language understanding programs to ensure yourself a successful career. What is the best way to learn Natural Language Understanding? The best way to prepare yourself for a brighter future in technological endeavors is to understand the algorithms of Artificial intelligence. The Post Graduate Diploma in Machine Learning and AI by UpGrad offers a chance to master concepts like Neural Networks, Natural Language Processing, Graphical Models and Reinforcement Learning. The most unique aspect of this course is the career support. And, the industry mentorship, which will help you prepare yourself for intense competition in the industry, within your actual job. So, let’s learn to use software products widely used in industry mentioned earlier like NLKT. This program aims at producing well-rounded data scientists and AI professionals with thorough knowledge of mathematics, expertise in relevant tools/languages and understanding of cutting-edge algorithms and applications. Start preparing today for a better tomorrow! Learn ML courses from the World’s top Universities. Earn Masters, Executive PGP, or Advanced Certificate Programs to fast-track your career.

From a linguistic point of view, language was created for the survival of human beings. The effective communication helped a primitive man to hunt, gather and survive in groups. This means a language is necessary to carry out all activities needed for not only survival but also a meaningful existence of human beings. As humans evolved so did their literary skills. From pictorial scripts to well developed universal ones, we have made an impressive progress. In fact, such remarkable progress that a machine developed by humans now can read data, write text and not in a machine, binary language but a real, conversational language. Natural Language Generation has made this possible. Top Machine Learning and AI Courses Online Master of Science in Machine Learning & AI from LJMU Executive Post Graduate Programme in Machine Learning & AI from IIITB Advanced Certificate Programme in Machine Learning & NLP from IIITB Advanced Certificate Programme in Machine Learning & Deep Learning from IIITB Executive Post Graduate Program in Data Science & Machine Learning from University of Maryland To Explore all our certification courses on AI & ML, kindly visit our page below. Machine Learning Certification What is Natural Language Generation? Natural language is an offshoot of Artificial Intelligence. It is a tool to automatically analyse data, interpret it, identify the important information and narrow it down to a simple text, to make decision making in business easier, faster and of course, cheaper. It crunches numbers and drafts a narrative for you. Trending Machine Learning Skills AI Courses Tableau Certification Natural Language Processing Deep Learning AI Learn ML courses from the World’s top Universities. Earn Masters, Executive PGP, or Advanced Certificate Programs to fast-track your career. What are the different variations of Natural Language Generation? Basic Natural Language Generation: The basic form of NLG converts data into text through Excel-like functions. For example, a mail merge that restates numbers into a language. Templated Natural Language Generation: In this type of NGL tool, a user takes the call on designing content templates and interpreting the output. Templated systems are restricted in their capability to scan multiple data sources, perform advanced analytics. Advanced Natural Language Generation: It is the ‘smartest’ way of analysing data. It processes the data right from the beginning and separates it based on its significance for a particular audience, and then writes the narrative with relevant information in a conversational tone. For example, if a data analyst wants to know how a particular product is doing in a market, an advanced NLG tool would write a report by segregating the data of only the required product. Do we really need natural language generation? A number of devices are connected to the internet creating a huge Internet of Things. All these devices are creating data at a lightning speed leading to Big Data generation. It is almost humanly impossible to analyse, interpret and draw rational interference from this enormous data. Along with data analysis and accurate interpretation the need for the optimum use of resources, cost cutting and time management are the essentials for a modern business to survive, grow and flourish. Natural Language Generation helps up to effectively achieve all these goals in one go. Additionally, when a machine can do these routine tasks, and accurately. So, valuable human resources can indulge themselves in the activities that require innovation, creativity and problem-solving. Will Natural Language Generation kill jobs? First of all, not all kinds of narratives can be written by Natural Language Generation tools. It is only for creating a text based on data. Creative writing, engaging content is developed not only by analytical skills but with the help of major emotional involvement. The passion of an individual, their skills, their ability to cater complex terms in simpler formats can’t be replaced. Additionally, to rationalise the text created by Natural Language Generation tools, human intervention is critical. Natural Language Generation only augments the job and enriches the life of employees by freeing them from menial jobs. Alain Kaeser, founder of Yseop has rightly acknowledged that- “The next industrial revolution will be the artificial intelligence revolution and the automation of knowledge work and repetitive tasks to enhance human capacity”. Why should you get a hang of Natural Language Generation? A research commissioned by Forrester Research anticipated a 300% increase in investment in artificial intelligence in 2017 compared to 2016. The Artificial Intelligence market will grow from $8 billion in 2016 to more than $47 billion in 2020. Based on this report, Forbes magazine has come up with a list of the ‘hottest ten Artificial Intelligence technologies’ that will rule the market in the near future. Natural Language Generation is one of them and it is set to see a huge boost. Examples and Applications of Natural Language Generation Natural Language Generation techniques are put to use across various industries as per their requirements. Healthcare-Pharma, Banking services, Digital marketing… it’s everywhere! From fund reporting in finance and campaign analytics reporting in marketing to personalised client alerts for preparing dashboards in sales and customer service maintenance, it is used to generate effective results for all departments in an organisation. Let’s have a quick look at how NLG has varied applications in various departments: Marketing – Two main responsibilities of a marketing department are designing market strategy and conducting market research. Both of these activities heavily depend on data analysis, and in today’s world of big data, it is becoming increasingly complex. Natural Language Generation tools can help you scan big data, analyse it and write reports for you within a few hours. Sales – A sales analysis report indicates the trends in a company’s sales volume over a period of time. A sales analysis report throws light on the factors that affects sales, like season, competitors strategy, advertising efforts etc. Managers use sales analysis reports to recognise market opportunities and areas where they could increase volume. These reports are purely based on humongous data. Natural Language Generation programs save your time and efforts of manually scanning data, finding trends and writing reports. Once you feed the inputs, it takes care of all of these activities. Banking and finance – May it be a finance department of an organisation or an investment bank, financial reports stating the financial health of a company needs to be written and sent out to shareholders, investors, rating agencies, government agencies etc. The general financial statements like balance sheets, Statement of cash flows, Income statement etc. are loaded with numbers and a reader likes to have a quick understanding of these statements. Natural Language Generation software scans through these statements and presents this information in a simple, text format rather than complicated accounting one. Healthcare and medicine – Recently Natural Language Generation tools are being used to summarise e-medical records. Additional research in this area is opening doors to prudent medical decision-making for medical professionals. It is also being used in communicating with patients, as a part of patient awareness programs in India, as per the NCBI report. The data collected through medical research like what kind of lifestyle diseases are most dreadful or what kinds of habits are healthy can be summarized in a simple language for patients which is extremely useful for the doctors to make a case for their advice. And this is just the tip of the iceberg. The applications of NLG tools are widespread already and are ready to take off to greater heights in the future.   Techniques of natural language generation – How to get started A refined Natural Language Generation system needs to inject some aspects of planning and amalgamation of information to enable the NLG tools to generate the text which appears natural and interesting. The general stages of natural language generation, as proposed by Dale and Reiter in their book ‘Building Natural Language Generation Systems’ are: Content determination: In this stage, a data analyst must decide what kind of information to present by using their discretion with respect to relevance. For example, deciding what kind of information a share trader would want to know vs what kind of information a dealer in the commodity market would want to know. Document structuring: In this stage, a user will have to decide the sequence, format of content and the desired template. For example, to decide the order of large cap, mid cap, small cap shares while writing a narrative about equity movement in the stock market. Aggregation: No repetition is the basic rule of any report writing. To keep it simple and improve readability, merging sentences, omitting repetitive words, phrases etc, falls under this stage. For example, if NLG software is writing a report on sales and there is no substantial change in volume of sales for a few months, there are chances NLG software might write repetitive paragraphs for no substantial information. You will then have to condense it in a way it does not become long and boring. Lingual choice: Deciding what words to use exactly to describe particular concepts. For example, deciding whether to use the word ‘medium’ or ‘moderate’ while describing a change. Best software products available for natural language generation There are a variety of software products available to help you get started with Natural Language Generation. Quill, Syntheses, Arria, Amazon Polly, Yseop are popular ones. You can make a decision based on the industry you are operating in, for the department you will be deploying the tool, exact nature of report creation, etc. Let us see what kind of aid does these programs offer to the businesses. Yseop: Yseop Compose’s Natural Language Generation software enables data-driven decision making by explaining insights in a plain language. Yseop Compose is the only multilingual Natural Language Generation software and hence truly global. Amazon Polly: It is a software that turns text into lifelike speech, allowing you to create applications that talk, and build entirely new categories of speech-enabled products. Arria: Arria NLG Platform is the one that integrates cutting-edge techniques in data analytics, artificial intelligence and computational linguistics. It analyses large and diverse data sets and automatically writes tailored, actionable reports on what’s happening within that data, with no human intervention, at vast scale and speed. Quill: It is an advanced NLG platform which comprehends user intent and performs relevant data analysis to deliver Intelligent Narratives—automated stories full of audience-relevant, insightful information. Synthesys: It is one of the popular NLG software products that scans through all data and highlights the important people, places, organizations, events and facts being discussed, resolve highlighted points and determines what’s important, connecting the dots together and figures out what the final picture means by comparing it with the opportunities, risks and anomalies users are looking for. Natural Language Generation tools automate analysis and increase the efficacy of Business Intelligence tools. Rather than generating charts and tables, NLG tools interpret the data and draft analysis in a written form that communicates precisely what’s important to know. These tools perform regular analysis of predefined data sets, eliminate the manual efforts required to draft reports and the skilled labour required to analyse and interpret the results. Popular AI and ML Blogs & Free Courses IoT: History, Present & Future Machine Learning Tutorial: Learn ML What is Algorithm? Simple & Easy Robotics Engineer Salary in India : All Roles A Day in the Life of a Machine Learning Engineer: What do they do? What is IoT (Internet of Things) Permutation vs Combination: Difference between Permutation and Combination Top 7 Trends in Artificial Intelligence & Machine Learning Machine Learning with R: Everything You Need to Know AI & ML Free Courses Introduction to NLP Fundamentals of Deep Learning of Neural Networks Linear Regression: Step by Step Guide Artificial Intelligence in the Real World Introduction to Tableau Case Study using Python, SQL and Tableau What are the best resources to learn Natural Language Generation? Gartner, a leading research and advisory company forecasts that most companies will have to employ a Chief Data officer by 2019. With the gigantic amount of data available, it is important to decide which information can add business value, drive efficiency and improve risk management. This will be the responsibility of Data Officers. With increasing global demand for the profession, there can be no better time to learn about Natural Language Generation which is a critical part of Data Science and Artificial Intelligence. Though Natural Language generation has a huge scope, there are very few comprehensive academic programs designed to train candidates to be future ready. However, with a great vision, UpGrad offers a PG Diploma in Machine Learning and AI, in partnership with IIIT-Bangalore, which aims to build highly skilled professionals in India to cater to the increasing global demand. It gives you a chance to learn from a comprehensive collection of case-studies, hand-picked by industry experts, to give you an in-depth understanding of how Machine Learning & Artificial Intelligence impact industries like Telecom, Automobile, Finance & more. What are you waiting for? Don’t let go of this wonderful opportunity, start exploring today!

“Marketing’s job is never done. It’s about perpetual motion. We must continue to innovate every day.” – Beth Comstock, Vice Chair General Electric The way to success for any business goes through effective marketing and it is a never-ending job. Which means the need for effective and influential marketers will always be high across the industries. Acquiring the essential skill sets to be an effective marketer is necessary for this highly competitive world to make a flourishing career. The first essential step towards learning marketing is to know the most effective tool for marketing i.e; targeting in marketing. Now, what’s targeting in marketing? How and why is that important? How to go about it? What strategies are used to spot the target market? Answers to all your questions regarding targeting in marketing are here in this article: What is targeting in marketing? There are three important tools of marketing strategizing. Targeting in marketing is one of them. Other two being segmentation and positioning. The first step is segmentation, in which marketers divide a wide population on the basis of certain shared categories. For example, children, teens, working youth, etc. The next step is targeting in marketing. At this stage, a marketer recognises its core target segment. The segment which is most likely to buy the product, and focuses on it.  Brand positioning comes after targeting in which a targeted group of audience is exposed to the idea or value a brand aims to promote. So that, the target group connects with the brand based on the value it offers. To put it simply, a target market is a group of customers towards whom all marketing efforts are directed. There are multiple benefits of targeting in marketing, but most importantly, it saves time, money and energy. It ensures the maximum return on investment (ROI) to market a product effectively. Targeting in marketing requires some planning and thorough research at your end. How some of the top-ranked businesses use targeting in marketing: You should know that not only small businesses and startups have focused target markets, but some of the most successful businesses have well-defined target markets. Although the range of their target market is much wider than small businesses, corporate biggies too, in order to boost their marketing efforts, use targeting in marketing. For example, Apple Inc.’s target market is premium users. Tata Nano’s target market is urban-middle class commuters. Target market analysis: Target market analysis is the first step towards targeting in marketing and involves the following actions: Segment your market  Based on the demographic and psychographic analysis, divide the consumer base into groups. To mark such segments here are some types of target markets that are used as templates for targeting in marketing – Gender – Gender is used as a primary category, while defining a target group as the needs and wants, preferences differ greatly based on the gender. Age – Age is another category through which businesses define their target markets. No two age groups can connect with the same message. Socioeconomic status – The income and social status determine the purchasing styles of customers. Hence, working class, middle class, upper middle class, privileged class are the types in which target market is typically defined. Lifestyle preferences – In spite of being in the same age group or the same income bracket, two persons might have different attitudes and likings. Some might be brand loyal while some might be price sensitive. Different communication styles are to be crafted in order to pursue them. Conduct the research and collect relevant facts After dividing the market into segments, one must conduct further research to know what group would be most interested in buying the product. For this, you must conduct thorough research by collecting data, conducting surveys, understanding common purchasing cycles, psychoanalysis of consumers. It’ll help you to understand which segment connects to what emotions, stories or motifs better. Determine who will be your primary focus Based on the research conducted, a marketer at this stage must determine which segment or subset of segments will be the group that will be most interested in the product that they are trying to sell. Create a suitable targeting strategy After a target market is established, a strategy must be devised to reach your target market. Market target strategies to reach your target market With years of experience in the field, expert marketers have configured four basic strategies to connect with target markets: Mass marketing Mass marketing, also known as undifferentiated marketing adopts a marketing strategy that can appeal to all segments together. Differentiated marketing Differentiated marketing strategy tries to create different messages that can connect to different segments. For example, the same vehicle can be pitched to two segments of customers based on different reasons. One group might like the luxury brand symbol that is attached to the vehicle, another group which has knowledge of automobiles can like the differentiated features of a vehicle. Niche marketing If a firm adopts a niche marketing strategy, it focuses on selling its products to only one segment. Direct marketing Direct marketing is newly emerging concept with the onset of digital marketing. Direct marketing involves establishing a direct and constant communication channel with customers, which help companies gather data on a real-time basis, and help them to be on their toes at all times. It involves data mining, real-time interaction through social media platforms and such other methods which require a profound knowledge of digital marketing. Direct marketing is where the future of targeted marketing lies. Winning the Market with Consumer Journeys Targeting in digital marketing While using targeting in marketing to select a perfect online audience, first you must determine your business model. Does your business cater to businesses or direct consumers, in short, is it B2B or B2C? Then you can apply target market analysis to pick out your target market. Best ways of doing it involve conducting surveys, keeping an eye on your rivals, communicating with a potential customer base through social media platforms, analysing consumer behaviour through data mining techniques, etc. Best Digital Marketing Courses Online Advanced Certificate in Brand Communication Management - MICA Advanced Certificate in Digital Marketing and Communication - MICA Performance Marketing Bootcamp - Google Ads from upGrad To Explore all our courses, visit our page below. Digital Marketing Courses Retargeting in digital marketing – the best way to grab the attention of your target market: Retargeting is a type of online advertising which helps marketers to remind their audience of their brand after they have left the website. Retargeting is a cookie-based technology that uses an easy Javascript code to anonymously keep track of your audience. As you must have noticed, targeting in marketing is changing its character with changing times. In this age of digital marketing, targeting is becoming more and more direct, personal and focused. Not only tech-based startups but small businesses too are using digital techniques for targeting in marketing. In-demand Digital Marketing Skills Advertising Courses Influencer Marketing Courses SEO Courses Performance Marketing Courses SEM Courses Email Marketing Courses Content Marketing Courses Social Media Marketing Courses Marketing Analytics Courses Web Analytics Courses Display Advertising Courses Affiliate Marketing Courses How to learn targeting in marketing to produce best results for the business In the dynamic world of today, marketing has been constantly replacing its old, obsolete methodologies and adopting new ones. You have only two alternatives, either perform or perish. A theoretical degree or mere academic knowledge of marketing will no longer help you to understand the changing face of marketing tools like targeting in marketing. Pragmatic knowledge of how marketing works today is the most admired feature that corporates look for while making hiring decisions. To keep up with their expectations, you can check out executive program in strategic digital marketing. These programs not only offer you insight about segmentation, targeting or positioning in marketing but also let you learn through real-time case studies, offer networking opportunities and allow you to collaborate with the best marketing minds of the world and give you hands-on experience in strategising and managing digital campaigns through simulations and projects. upGrad’s Exclusive Digital Marketing Webinar for you – What’s new in Marketing? document.createElement('video'); https://cdn.upgrad.com/blog/rumi-ambastha.mp4 Learn digital marketing courses online from the World’s top Universities. Earn Masters, Executive PGP, or Advanced Certificate Programs to fast-track your career. 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It is ancient wisdom that one size does not fit all. This applies to marketing strategies as well. All customers are not the same. People like being appreciated for their different and unique identities. Who does not adore customized plans and personal attention? Well, this is precisely what segmentation in marketing is all about. People are different and they should be communicated to differently for a business to strike a chord with them. Marketing segmentation is the best possible way to do this. Let us see, what marketing segmentation is, what are the types of marketing segmentation and why segmentation in marketing is important to craft a perfect marketing strategy. What is segmentation in marketing? Market segmentation is a method of dividing the customer base into sub-groups or segments of consumers based on some type of shared characteristics. To craft such groups, marketing experts bank upon common characteristics like common interests, shared belief, identical lifestyles or similar demographic traits. The ultimate aim of segmentation is to define a segment in such a way that it is easy to track, communicate and target to convert an audience into buyers. Why is segmentation in marketing important? With the onset of the LPG (Liberalisation, Privatisation and Globalisation) era in India, many companies lost their monopolistic rights in the market. The competition became fierce. Before the 1990s, many products became synonymous with the segment they were representing. Dairy Milk was just another name for chocolate and so on. Mass marketing strategies were useful and successful then. Now, so many companies are making products which are near substitutes for each other, such that crafting a specific marketing strategy has become the key. It can’t be done without effective segmentation in marketing. With competition, the market too has expanded big time. Population explosion, increasing purchasing power, rapid urbanisation are some of the reasons for it. Globalisation has opened a window for rapid export and import. The world is your oyster while marketing a product, all you need to do is, understand the dynamics of the market very well. You need to study the whole market in pieces and that’s segmentation in marketing. Learn Digital Marketing Course Online from the World’s top Universities. Earn Masters, Executive PGP, or Advanced Certificate Programs to fast-track your career. How does business benefit from segmentation in marketing?   Segmentation is a popular marketing strategy, used for ages. It helps you develop a profound understanding of your customers and gives you a perfect idea of the factors that make them click instantly. What is that one factor which converts them from potential buyers to buyers? It makes an entire process of communication effective. We all get annoyed with those unsolicited phone calls imposing credit cards on us or those bulk of spam messages piling up in our mail and SMS inbox, right? You don’t want to be just another addition to this series of irrelevant communication. With effective segmentation in marketing, your consumers will get relevant information from you, just what they need to see or know. Trust me, they will never ignore any thread of communication from you, once you make a case for the point of the communication strategy. Reaching out to people will burn a hole in your own pocket. Nothing is free these days, but you can save your money if you know what information is to be given to whom and when. Segmentation in marketing will ensure that you generate revenue for every penny you spend on marketing efforts. Basis of segmentation in marketing To craft a perfect marketing strategy based on segmentation you will require to understand how it is done. You will have to decide how to divide your customer base; find similarities in differences. Sounds complex? You need to find on what basis different people can be grouped. Geographic segmentation This is the most simple and yet effective style of segmentation in marketing. Geographic segmentation is the grouping of customers based on their physical location. It is mostly preferred by big multinational conglomerates or corporate giants rather than local businesses. This type of segmentation in marketing gives marketers a good idea of the natural conditions, culture, ideologies, etc, of the region, based on which they can effectively attract customers. For example, KFC have added vegetarian food to their menu to suit the needs of the Indian market. Demographic segmentation Demographic segmentation in marketing is the process of arranging a group based on variables like gender, age group, income, marital status, occupation, etc. Based on these, various types of segmentation in marketing are contrived. This kind of segmentation is important, as it gives marketers a perfect idea of how to pitch a product along with the language and tone. For example, Titan launched its sub-brand Fastrack to attract the youth segment with affordable prices while its other sub-brands like Titan Edge or Nebula are to cater a middle aged, high income bracket segment. Psychographic segmentation Psychographic segmentation goes one step ahead and even offers detailed insights into customer lifestyle. Two persons of the same age-group and location having similar income might have contrasting lifestyles, likes, values, etc. This kind of segmentation appeals to a customer in the first instance. Don’t you think a voracious reader would appreciate an email about huge discounts offered on books or a techie would get excited with a popup advertisement of the latest edition of a coveted new gadget? For example, a psychographic segmentation has helped Nike and Gucci to focus on two different segments (sporty vs fashion followers) which can be part of same geographical or economic group. Behavioural segmentation Behavioural segmentation is done on the basis of behavioural patterns that affect an individual’s purchasing decisions. Some customers might be brand sensitive and won’t mind spending more for a good brand while some people might be more sensitive to the price. For example, Louis Vuitton is a high end luxury brand whose focused segment is brand loyal customers while there are many local clothing brands which captures their market share by showcasing their affordability. Best Digital Marketing Courses Online Advanced Certificate in Brand Communication Management - MICA Advanced Certificate in Digital Marketing and Communication - MICA Performance Marketing Bootcamp - Google Ads from upGrad To Explore all our courses, visit our page below. Digital Marketing Courses upGrad’s Exclusive Digital Marketing Webinar for you – How Marketers can enable Sales for Success? document.createElement('video'); https://cdn.upgrad.com/blog/abhishek-ballabh.mp4   How to proceed with segmentation in marketing Segmentation in marketing isn’t rocket science. Having said that, you do need to keep some things in mind. After choosing the type of segmentation suitable to your marketing needs, you can delve further into micro-segmentation for better results and focused targeting. You can combine two of the above mentioned types to craft a specific group that best defines your target audience. After crafting a group, you must decide on the most appropriate communication strategy to reach the segment. Typically, the best mode of communication depends on segments. For example, one of the best ways to attract customers for a travel company might be a popular travel blog/vlog or emails can be a more suitable strategy to communicate with an investor for a financial planning services firm to maintain a sense of privacy and personalised services. Constantly execute and evaluate the segmentation you have made. It will help you find loopholes in your segmentation strategy if there are any. Then, you can redefine a segment accordingly. It is very important to build a rapport with the target audience for effective marketing of a product. Irrelevant communication is not only a waste of time, money and energy, but it can also jeopardize your relationship with customers. In-demand Digital Marketing Skills Advertising Courses Influencer Marketing Courses SEO Courses Performance Marketing Courses SEM Courses Email Marketing Courses Content Marketing Courses Social Media Marketing Courses Marketing Analytics Courses Web Analytics Courses Display Advertising Courses Affiliate Marketing Courses Segmentation in digital marketing Segmentation in digital marketing is a different ball game altogether. Humongous amounts of data is generated every minute by internet users. Thus, the research needs to be more vigorous in order to segment audience carefully. The future lies in personalised digital marketing, which is only possible with in-depth knowledge of segmentation in marketing, especially in digital. This research ability, psychological analysis, technological capabilities cannot be built overnight, but there isn’t anything that can’t be learnt with dedication and perseverance.   Moreover, edtech platforms have saved the day for students who dream of being marketing wizards. UpGrad programs like PG Certification in Digital Marketing & Communication offer a chance to acquire detailed knowledge and hands-on experience of pragmatic marketing tools and tactics from leading experts in the industry. If you are curious to get into the world of digital marketing, check out upGrad & MICA’s Advanced Certificate in Digital Marketing & Communication. 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