The worlds of marketing and technology have intersected to birth significant trends that are reshaping the former. Companies are finding it critical to understand the role technology plays in their marketing to maintain a competitive edge.
Here are technology trends causing significant marketing shifts that you need to keep your eye on.
Artificial Intelligence in Personalization
Artificial Intelligence (AI) is facing a growing scope of use across the marketing space which heralds interesting future results. Due to the rise of technology in the average user’s life, marketers have to contend with omnichannel experiences to sustain customer engagement.
A core part of omnichannel marketing success is personalization where marketers seek to understand each customer’s unique needs and tailor-make solutions for them. AI has become an essential component in scaling personalization of customer experiences.
Through AI a marketer can engage many customers simultaneously and glean insights through the data they generate to help make each customer’s experience relevant to them.
According to a recent Salesforce study, 76% of customers expect firms to predict their expectations and wants. A further 53% of customers will expect nothing short of personalized offers from companies.
It is therefore critical that marketers not only know who their customers are but also clearly define what they want.
Using AI in the quest to personalize customer experiences will help firms build their brands, stimulate customer advocacy, grow lead generation and improve customer acquisition.
You can use technology to help tweak your customer capture and conversion techniques.
Technology-Optimized Funnels
A sales funnel is a critical tool for every marketer as it helps them measure how well efforts aimed at demand generation are paying off. Using a sales funnel, a marketer can identify each step in the customer journey and determine how to acquire a customer best.
You can use technology to help tweak your customer capture and conversion techniques. Services such as Convincely give you the ability to shape the journey a prospect takes when they land on your website through to conversion.
Their process includes researching your target clients to generate insights that will inform your website’s design. With this research data, they will help tweak your site so that prospects landing on it are drawn to your offering.
You no longer have to stay in the dark concerning how your prospects turn to customers. With such insights, you will be able to shape the experience that influences their decision-making process.
Tech optimized funnels also provide consistently updated data once deployed to help you continuously improve your capture and conversion efforts. With such granular control of your sales funnel you should be able to make more headway in your marketing strategy.
Data Unification
Technology is growing at an exponential rate, and the amount of data generated by customers is now more than ever before.
Marketers need to collate all this data to gain more accurate customer insights. Since there’s no visible slowdown of this data proliferation, it means that marketers will only face more hurdles in data consolidation.
Data Management Platforms (DMPs) provide the solution needed to go beyond data collection to unification.
Using DPMs marketers can:
- Enhance their customer discovery and segmentation
strategies - Have a more precise and more accurate view of analytics and advertising performance
data - Better shape their media buying
approach More accurately identify their customers and manage this data trove under one central space
Marketers who will evolve their use of DPMs beyond the traditions cases will unify their data better and generate sharper insights.
Conclusion: You Must Leverage Technology
Technology has and will continue affecting marketing and companies that identify and capitalize on the trends will grow their brands. Know which technology will deliver the best results at cost-effective levels to bolster your marketing efforts.
Last Updated on February 3, 2021.
