Emerging technologies have already changed marketing as we know it. Technology has played an integral role in the growth of marketing over the years. As new technologies show up, marketers need to keep up with the trends to ensure they are able to speak their audience’s language.
A transformation of marketing is underway as we spend more time on our mobiles, tablets and laptops. The challenge for brands is to connect with customers through all these devices in real time and create campaigns that work across social media, display advertising and e-commerce.
The real-time conversations brands have with people as they interact with websites and mobile apps has changed the nature of marketing. The modern-day marketing department needs to combine the creative side of the discipline – using powerful narratives to tap into people’s wishes and aspirations – with the technical side of data, digital engineering and analytics. The two areas do not always sit easily together. Getting creative marketers to work alongside technical staff can be a huge challenge. So we need to take a look a some of the growing trends that will shape your marketing strategy.
Mixed reality with AR and VR
Augmented Reality has been introduced as a revolutionary trend that can add a new layer to the real world. Virtual Reality has allowed customers to be part of a different world, living a new experience that can increase the engagement with a product.
Both of them have already offered a glimpse of how they can be part of a marketing strategy. Nowadyas, AR and VR will see additional use cases, allowing more brands to experiment with them. As their growth phase matures, there will be new opportunities to help brands with:
– Assisting sales
VR can bring new ways to use storytelling as part of a campaign, while it can also provide new creative paths for a shopping experience. From virtual dressing rooms to virtual trips, the ideas are infinite.
AR has an even bigger potential to help more brands engage with their customers. The introduction of AR as part of social media has already led to many authentic campaigns that blend fun filters, virtual experiences and an interesting integration of everyday objects to a new world.
In terms of social media, we’re expecting many new ideas over the next years. As more consumers seem to enjoy these immersive experiences, there is a big opportunity for brands to leverage these new technologies to stand out with their authenticity and their focus on experiential marketing.
AI and the rise of the bots
Artificial Intelligence can have numerous uses as part of a marketing strategy. We’re expecting to see further personalization and intelligent conversations in the next couple of year. Consumers start
feeling more comfortable with conversational interactions with digital assistants and chatbots offering a glimpse of what’s coming up.
Machine learning will become even more mature and personalization will allow brands to build their relationships with their audience. Despite the initial cautiousness in the interaction with bots, consumers seem to be ready to benefit from such interactions. As more chatbots show up, customer support, ecommerce and social conversations can significantly change through them. Brands will be able to develop improved relationships with their customers, answering their questions in real time.
However, it will be important more than ever to blend the human element as part of AI. Smart technologies can only become smarter if marketers train them. A successful marketing strategy that blends AI needs to remain authentic and genuinely helpful. The replacement of the human interaction shouldn’t feel automated and that’s why it will still be crucial to make the conversational interactions natural.
Emerging technologies will come closer to our everyday lives. As we’re leaving behind their initial test phase, it’s time to explore how they can benefit us on a daily basis. Marketers are now asked to find the best use cases for their brands to benefit from this shift, helping consumers make the most of technology.
A modern marketing strategy that includes emerging technology needs to understand the consumers’ needs, their interaction with technology and what they really expect from it. It’s not just about adding new technologies to your marketing mix for the sake of it, it’s the time to revise your creative plans and include the best technology that can bring you closer to your consumers.
New technologies can bring a new era of experiential marketing that supplements awareness, engagement and conversion. All of them can help brands find a meaningful connection with their consumers that can lead to an improved customer experience.