Needless to say, technology has transformed the world of marketing.
It definitely made marketing much, much easier. But then, it somehow made it complicated. Think of the many tools, channels, and platforms you can use.
The marketing industry is highly dynamic. What worked before may no longer be applicable now. Thus, marketers are constantly on the lookout for better ways to connect with their audience.
But what specific technologies can have a huge impact on your brand?
Artificial Intelligence (AI)
Who would have thought that machines will be able to talk, think, and behave like humans? We only see it on TV before. But now, it’s all real. There have been vast applications of artificial intelligence (AI) in many sectors (healthcare, education, science, etc.) It has also made a massive impact on the advertising industry.
AI has profound uses in marketing. It can be used to improve the customer journey, boost a company’s ROI, gain insights (think data analytics), and automate processes that were once only dependent on humans. Because of AI, businesses are able to utilize tools such as Adrack and other all-in-one marketing platforms that are capable of automating and personalizing campaigns.
The very first chatbot model was created in the 1960s but it was not until 2009 when a company called WeChat gave this technology much popularity. In recent years, many businesses have started adopting chatbots as a means of communicating with their customers.
Despite the fact that they aren’t talking to real humans, the majority of consumers (58%) prefer chatbots for their promptness. This technology is proven effective not only for answering simple customer questions but also for marketing purposes. What’s great about this tool is that it can be integrated into your website and social media accounts. You can also utilize information from chatbots in analyzing the needs and preferences of your customers.
This marketing approach makes use of real-time conversations to promote a brand. What makes it effective is that conversational marketing helps build relationships, drive engagement, and creates authentic positive experiences with customers. In addition to targeted messaging and intelligent chatbots, the use of voice-first computing technologies gave marketers more opportunities to connect with their audience.
However, conversations don’t come from anywhere. To succeed in this marketing strategy, gathering data plays a crucial role. You need the right tools and technology to communicate with your audience in the most effective manner. More importantly, you must deliver the right message to the right person, at the right time. Since consumers have varying preferences, you might need to use multiple channels to deliver your message.
Consumers love everything personalized. Even when it comes to how brands interact with them. Personalized marketing is the new trend. This strategy involves sending individualized content to your recipients. It doesn’t mean you have to create one email or an exclusive offer for each of your subscribers. Personalized marketing utilizes data collection and analysis, and automation to understand consumer behavior. It involves segmenting your market based on different criteria, such as age, gender, status, and purchasing behavior.
Personalized marketing has many benefits. It improves customer service, drives revenue, and boosts brand loyalty.
Consumers prefer brands that give them value. Companies are constantly competing to provide the most engaging and shareable content. This is why video marketing is very popular among marketers. Videos are an easy way to absorb information. At the same time, they are entertaining. Most people prefer watching a three-minute video over reading a five-page content.
What’s more, 58% of consumers trust a brand with videos over a brand that doesn’t have one. Videos are also 1,200% more shareable in social media than images and written content combined!
To succeed in this marketing strategy, it’s important to optimize your videos for each social platform you’re using to enhance the viewer experience. They should also be targeted to specific audience groups (segmentation).
Influencers are individuals who a lot of people look up to when it comes to a particular niche, topic, or industry (e.g. food, fashion, travel, design, etc.) and often have a large following on social media. They are considered ‘people of authority’ who have the ability to influence people’s decisions over which products to buy. Because of that, influencers are sought-after by many brands. No wonder why influencer marketing has become a 10-billion dollar industry in just a few years.
Influencer marketing can be very expensive. That is why you have to be strategic with your approach. Working with the most popular influencer in your niche will not always guarantee you massive sales or ROI. In fact, businesses are getting more results from working with a network of micro-influencers (those who have 5k to 25k followers) than big influencers (100k to 1M followers).