The digital landscape is always changing. It has changed the way we communicate with each other. Marketing is no different. Today’s brands are utilizing websites, social media, blog posts, video, and more to engage with their customers. These digital tools have changed the way we communicate and study how customers are engaging with a brand’s product/service. With an industry that’s forever changing, here are four trends worth keeping an eye on.
Marketers have started using video to create authentic connections with their customers. Live video offers the opportunity to engage with viewers in real time. Using live video for product launches can give you instantaneous product feedback and answer questions. And once it’s done, you can share it on different social channels or your website. While video is not going anywhere, live video is going to make more of an impact in marketing.
Devices like Alexa, Siri, and the Google Assistant have changed the way we search for answers. About 40% of adults use voice search each day and the voice recognition industry is expected to cross $40 billion by 2022. Voice search also affects how we generate and bid on keywords. Voice search means asking questions rather than inputting a search term. Rather than saying “pizza in downtown san diego” people are saying “What is the best pizza in San Diego that’s open now?”. Don’t be surprised if you start bidding on keywords that start with “Okay Google” or “Hey Siri.”
Besides replacing some manual processes, AI has the ability to understand customer behavior. Tailoring products to the needs of your customers creates a personalized experience. This can make the buying experience pleasant by blocking out unnecessary products that they may not need. AI has also made reporting much more concise with the ability to recognize patterns and translate them into actionable insights. For example, AI can provide comprehensive reporting for your customers to see where they can improve and show new channels that can be utilized. AI plays a role in lead scoring, email marketing, automated drip campaigns, and chatbots. Chances are your marketing automation system has implemented AI in some of their functionality
Bots have allowed marketers to refocus their time on more valuable tasks and increase customer satisfaction. Bots are being utilized to handle simple questions and complete sales with customers not even realizing they’re talking to one. The advancement of bots has removed customer frustration, increasing engagement, satisfaction, and loyalty. And with many marketing automation platforms giving the ability to customize bots, there’s no reason to not give it a try.