While there are many factors that go into determining how a marketing technique becomes successful or not, one of its most important elements is technology. Tech has played a huge part in determining the course of marketing, even before the digital era. The emergence of print newspapers and magazines opened up opportunities for companies to advertise their products, while radio and TV offered the same years later.
Marketing has always been tied to technology, and that’s perhaps never been clearer than today. With the growth of the Internet, the increasing reliance on online modes of communication and social media, e-commerce, and other advancements, tech has become part and parcel of modern-day marketing strategies. Here are just a few ways how.
4 Marketing Trends That Will Drive Innovation
1. Artificial Intelligence
When you talk about artificial intelligence (AI) and its applications, marketing may not be the first on your list. But the truth is that AI has been seamlessly combined with companies’ digital marketing strategies for years, and has now become an inseparable part of online marketing. AI determines what ads and products customers are exposed to, while also providing companies with data about sales cycles and purchasing habits. In fact, reports suggests that a whopping 21% of sales are due to AI-based marketing, making it an essential part of contemporary strategies and campaigns.
Within the past few years, you may have noticed an upsurge in chatboxes when you visit websites. It’s undeniable that customer service goes a long way in determining just how likely a customer is going to purchase again from a company, and automated chatbots are the 21st century approach to establishing rapport. Chatbots and AI go hand in hand, and there’s enough data available now to prove that the combination is a success. One shining example is KLM Royal Dutch Airlines, whose BlueBot was established in order to speed up the process of booking a ticket. BlueBot has apparently sent over 1.7 million messages to 500,000 passengers, and is now available on Google Home and Google Assistant.
3. Look Back Ads
Smartphones have made an unprecedented impact on our lifestyles, and marketers have been trying to maximize the benefits of smartphone use for years. One of the latest approaches to smartphone marketing is the Look Back ad, which plays a follow-up role to digital advertising. According to Triadex Services, Look Back ads are able to capture device IDs of smartphones that have been to your brick-and-mortar location and create a targeted list of customers you can send promotional ads, deals, and new product lines to. Look Back ads can be streamlined according to your desired demographics, and provide real-time tracking on who returns to your location.
4. Omnichannel Marketing
Technology has become so ingrained in our purchasing habits that it’s no longer a question of whether a customer will use it, but of whether a company can prove that it’s mastered online and offline points of sale. Omnichannel marketing is one such proof, and companies have found that a seamless, integrated marketing experience is much better at retaining customers overall. Data compiled by Invesp found that companies that employ omnichannel have an 89% customer retention rate, compared to 33% from companies that have weak omnichannel customer engagement. The more convenient it is to purchase, the more likely a company is able to make a sale, and omnichannel proves that.