Better Personalization Through Technology: Marketing Trends
Increasing consumer demands are keeping marketers on their toes. Companies with a customer-centric strategy must be ready to provide next-level service, even before consumers know they want it.
And marketing technology is changing rapidly to meet these evolving needs. Among the top marketing tech trends shaping the industry – and giving marketers new opportunities to connect with consumers in tangible, authentic ways – are artificial intelligence, cloud computing and voice search. Here’s why they matter:
Blurring the Line Between Human and Machine
The phrase “artificial intelligence” formerly suggested images of cold, robotic interactions. As adoption of this technology has increased, AI offers marketers the chance to create personalized “human” connections with their target audiences. A PwC study found that 60% of consumers think AI can reduce the time it takes to get answers and assistance while still offering a highly personalized experience. The study also found that more than one-fourth (27%) of respondents weren’t sure whether their last customer service interaction was with a bot or a human. From chatbots in Facebook Messenger to live customer service interactions on a business’ website, companies can now use AI at many customer touch points to offer immediate responses without sacrificing quality or authenticity.
Big Storage for Big Data and Analysis
Easy access to in-depth behavioral data is key for marketers focused on creating a customer-centric strategy. With this need comes a demand for secure storage for that data. In a 2018 survey of organizations involved in Big Data, AI and IoT applications, nearly 80 percent of respondents said they believe that current processing/storage architectures will not be able to handle the amount of data in their industry in the next 5 years. Companies of all sizes will need to invest in sufficient storage space and access to customer data to support marketing teams’ reliance on detailed data and analytics to drive personalization and consumer insights.
SEO Strategy and Voice Search
Voice search is changing the way marketers think about and implement SEO tactics. ComScore predicts that by 2020, more than half of all searches will be voice-based. As more devices are integrated into the Internet of Things, voice will become the default search tool. Voice searches differ from text internet searches in length; consumers tend to use full sentences when articulating a voice search. Marketers need to create content that answers these more specific questions and move beyond a hyper focus on keywords to tap into the power of voice search. The growing preference for voice search highlights that consumers need a streamlined, responsive experience that serves them where they are.
The “AI Effect” asserts that as AI technology becomes a larger part of consumers’ daily lives, it becomes less conspicuous. This is also true for technology like cloud computing and voice search; as adoption grows, consumers may not realize how often they interact with this tech each day. For marketers, however, this fact is at the forefront. Marketing technology will continue to evolve, enabling consumers to connect with brands in new and compelling ways that go far beyond the point of sale.