There is a lot of disruption in the digital marketing space, and every marketer must keep up with the changes. It is now so much more than posting content on the online platform and hoping that your audiences will see it. You must personalize your content so that you engage with the customers better. There have been some exciting changes, and we will explore some of them below.
Artificial intelligence
Artificial intelligence was initially a preserve of sectors such as defense, research, among others. It has, however, now found its way into almost every aspect of our lives. You will find it in smart home automation, the Healthcare sector, beauty industry, among others. And now, the technology is finding its way into marketing. You will find many companies using it for customer service, content marketing, email marketing, advertising, among others. AI helps collect rich data because it runs human behavior and predict certain aspects. You can, for example, automate your emails through the use of artificial intelligence. It looks at the behavior of your subscribers and determines when you should send emails, the type of content that will work well, among others.
You will also find the use of artificial intelligence in advertising. Companies are using AI to buy advertising space and place advertisements depending on targeting algorithms.
Omni-channel marketing
Omni-channel marketing is the process of having various touchpoints, which will help with the customer purchasing journey. You could, for example, combine the use of email marketing and social media to get more people to know about you. The trick is to combine touchpoints on every available platform that works well together. You need to give your audiences various platforms where they can engage with your brand. You have so many options available, including live chat, broadcast, podcasts, ephemeral video, among others. Chatbots and virtual assistants will also make your customers feel like they are interacting with actual human beings, thus increasing the level of engagement.
The use of chabot’s
Chatbots will offer you many functionalities, including the ability to take over roles such as customer service. You get the services of a virtual assistant and can use it for multiple jobs such as lead qualification, website browsing guidance, accessibility, self-service, among others. You can set up the chatbots to respond to customer queries, thus ensuring that you handle such functions efficiently and effectively.
Personalization
Many consumers find personalized marketing content more appealing and are more likely to engage with it. It also can sway purchasing decisions. A study shows that up to 49% bought an item due to personalization and not because they intended to. Personalizing your messaging will lead to better customer experience and brand loyalty. You get to generate more revenue and have more consistency with regards to your brand. The modern marketer has to let go of blanket advertising and invest in the right technology to help with customizing messaging for particular audiences. Automation will help with factors such as product recommendation, messaging on social media, email marketing, audience segmentation, among other things. It will be about creating a better experience for your audiences when they engage with your brand or product.
Final thoughts
There are very many exciting changes happening within the digital marketing arena. The most important aspect is that the changes are making the customer experience better. Companies are also investing in knowing more about customers through the use of technology, such as artificial intelligence. While previously technology was beyond the reach of many companies, with technological innovations, it has now become a reality that many businesses can enjoy. The modern marketer must arm themselves with the relevant knowledge to be able to enjoy what’s the future has to offer.
