Technology evolves at an astonishing rate, so do customer expectations. Today, they expect brands to deliver highly personalized, consistent, and real-time shopping experiences.
Adopting advanced marketing technologies, such as artificial intelligence, machine learning, virtual reality, and automation can increase marketing effectiveness.
In this article, we discuss how new technologies impact your marketing strategy.
More Granular Customer Data
Many brands use artificial intelligence, machine learning, wearable devices, and augmented reality to understand their customers. Their goal is to track customer purchases, habits, and behaviors. That way, they can understand patterns in their behavior and deliver more relevant and personalized user experiences.
For example, Amazon is one of the most customer-centric brands. They track customer data to recommend relevant products, boost conversions, and encourage customer loyalty. Facebook uses AI and deep learning to understand what kind of content its users are interested in seeing. Netflix uses AI and big data to know what users are watching, browsing or skipping.
In today’s hypercompetitive digital marketing landscape, personalization gives your business a competitive advantage. According to research studies, customers are willing to pay more for targeted products and offers.
Brands rely on new technologies to customize user experiences, and virtual reality (VR) is their safest bet. VR creates real-time, immersive, and customized user experiences.
For example, if you are a fashion brand, you can allow customers to try clothes in virtual dressing rooms. Or, real estate companies host virtual tours to improve user experiences during Coronavirus.
The Rise of Multichannel Customer Relationships
In today’s digitally-dominated world, customers use multiple channels and devices to communicate with brands.
With online channels, such as social media monitoring tools, chatbots, live chat, and IM tools, you can deliver exceptional omnichannel customer experiences.
Most importantly, CRM systems for marketing and customer service allow you to create customer profiles and centralize their data in a single location. Therefore, your customers will gain highly personalized and consistent brand experiences at every touchpoint.
With new technologies, the boundaries between online and offline marketing are disappearing. You can combine print, digital, and OOH advertising to provide unified and seamless user experiences. For example, by scanning your QR code on your outdoor or printed ads, customers can land on your website, landing pages, newsletter forms, or social networks.
Sure, your goal is to analyze which marketing channels result in conversions and allocate your marketing budget accordingly.
Digital marketers often need to handle a wide range of dull and repetitive tasks. That is where automation helps. It streamlines manual marketing operations, freeing up your time to focus on more creative marketing aspects.
The best thing about automation is that you can use it in almost any aspect of digital marketing. For example, you can trigger personalized emails when customers make a purchase or abandon a shopping cart. Or, you can use social media management tools to schedule content publishing.
Another example of digital marketing automation is chatbots. They provide real-time customer support, irrespective of their locations and time zones. Above all, you can use these channels to capture customer data and promote time-sensitive offers, such as webinars, live Q&A sessions, promotions.
Voice Search Is Changing SEO
With mobile devices and voice assistants, such as Amazon and Alexa, voice search has gained momentum. It increases user experiences, allowing searchers to communicate with search engines more naturally. They can now use natural phrases and even ask questions to get answers.
That changes your keyword research strategy. Optimizing your website for highly competitive and exact-match phrases does not make sense anymore. Instead, you need to use keywords your audiences use when using voice search. That means you will need to optimize your website for long-tail phrases and questions.
Also, statistics show that searchers use voice search to find businesses in their vicinity. So that is the opportunity to improve your local SEO strategy. However, apart from local keywords that include your city or region’s name, you should also optimize your website for phrases, such as ‘open now” or “near me,” that are often use in voice searches.
Over to You
New technologies are changing the face of marketing.
Automated marketing tools streamline repetitive tasks and deliver greater marketing consistency.
With artificial intelligence, analyzing massive amounts of customer data is easier than ever. Apart from collecting customer information, you can use it strategically to improve customer satisfaction. Most importantly, tracking marketing results is easier with AI.
Virtual reality, AI chatbots, omnichannel communication, and voice assistants help you personalize user experiences and build deeper relationships with customers.