Ensuring successful customer experiences and building a brand’s awareness within an industry are vital roles for any business. Customers like and expect their experience to be personalised, and being able to deliver that can set a business apart from the rest. The influence of digital technology has grown since the 1990s and is a major presence for many people around the world. A company that is working on an effective marketing campaign cannot afford to ignore the effect of the digital landscape on the success of its efforts.
With an increase in the use of digital technology to boost marketing efforts, 2019 is bound to be an exciting year for marketers keen to improve brand awareness and customer interactions. Willah Joseph Mudolo, a seasoned entrepreneur who is the President of Global Operations at ADF Group, has a particular liking for marketing topics and strategies and how they adapt to a changing landscape.
Here are some of the tech-driven trends to keep an eye on.
Revolutionised Search Options
For a long time, the search experience for customers online was limited to text. However, this is gradually changing to pave the way for visual and voice-enabled search features. Visual search, which allows users to upload images to get more accurate results, has been a feature for firms such as Google and Pinterest.
On the voice search front, several options are available for the modern customer, who is seen to value verbal interaction. With the use of Alexa, Google, Siri and many other virtual assistants operating through smart devices, individuals can search for products and services by simply using speech. It’s an area of digital marketing that can’t be ignored because users are starting to rely on it. Predictions regarding the use of voice search remain positive, and it’s possible that these searches will form a majority of all searches in years to come.
Native advertising is a strategy that entails using advertising properties that fit a website’s look and form. Typically, native adverts have a headline and description to get the users to know more, and by clicking through, they are directed to sponsored content.
Native advertising has grown steadily due to various factors, the first being that many consumers don’t mind advertising that blends well with the website they’re viewing. Additionally, native advertising can work around ad-blocking software, which is employed by millions of devices worldwide and was created to provide an uninterruptible browsing experience for users.
For businesses, the important takeaway with this form of advertising is to be genuine and engaging in their marketing efforts. It is vital to build credibility and establish an authentic connection with audiences through personalised, interactive content such as videos and interviews.
Chatbots and Artificial Intelligence (AI)
Providing customer service is vital for businesses, but there are many customers who may shy away from talking about their issues over the phone or lack time to put their concerns in an email. This has made way for chatbots, which are powered by artificial intelligence (AI) and can help address concerns and fulfil requests quickly and easily.
On the other hand, AI usage continues to grow, especially in areas where it helps in data analysis. The modern marketer can employ AI to help in identifying potential opportunities, monitor consumers’ patterns and help break down customer behaviour. While there are ethical concerns regarding how far AI can be used, it’s important to note how different industries make use of the technology and in which areas it can potentially help.