Technology is important, but the only thing that really matters is what we do with it. With digital transformation breaking into all aspects of our lives, the world is going digital; including marketing actions. More and more businesses understand that it is not enough to have good marketing strategies to sell, it is necessary to strengthen them through technological tools that help us take advantage of opportunities to accompany customers during the purchase journey.
Marketing technologies have gained ground and have become an important pillar for campaigns. Marketers are using technology to optimize internal collaboration, analyze strategy performance, and improve the customer experience.
There are different tools and it is difficult to master them all. The important thing is to focus on those that will help us solve our needs and those of the audiences. This collection of technologies is just a sample of what we are already seeing in the market and that will be much more present in marketing strategies in 202.
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The market for chatbots is expanding every day, as these applications have become essential to help businesses stay in contact with customers 24/7. Both start-ups and large-scale organizations are using chatbots to automate and optimize activities, providing personalization, customer focus, quality of conversation, security and versatility. This technology is evolving, and now it is much more powerful and sophisticated, allowing you to create better experiences and make the business prosper.
Voice search impacts SEO positioning
Mobile device personal assistants such as Siri, Cortana and Alexa are driving voice technology forward by enabling users to practice voice search today more than ever. And the world is moving towards a new way of searching and finding information as well as interacting with mobile devices. More and more consumers are using voice search to find solutions on the web and to buy ( voice commerce ), and if businesses do not have the technology and strategies to respond to voice searches , they could lose opportunities to be discovered in the Web.
Artificial Intelligence continues to grow in use and functions
AI is now more accessible to business, allowing brands to benefit from the automation capabilities and options that this technology offers. This year, we will be seeing a greater and better use of AI in marketing strategies in a variety of functions, ranging from data collection and analysis to have a 360 view of the consumption profile, improvement in the personalization of campaigns , sales forecasts and omnichannel customer service; until the measurement and justification of results.
Customer experience, competitive advantage
CX has become the competitive advantage for businesses, and if they want to face the new digital consumer, they will need to do much more with technology in order to attract and retain customers and incentivize loyalty. CX technology will be taking a prime place in improving the way brands connect with their consumers. These types of applications will be reflected in greater customization; improved design of online platforms, especially ecommerce ; more caring customer service and empathetic connections.
Data analysis, crucial in strategies
Data analysis is essential for the success of marketing strategies. Businesses are understanding that access to data goes far beyond traditional basic demographics, and that access to consumer behaviors and preferences is now necessary to create more efficient strategies and achieve better results. Although most brands consider data a priority, they still have a long way to go, since it does not only imply having the applications, it is necessary to make a good choice of them, even combine them, and have the human talent to interpret the applications. data and put it into action.
Virtual and augmented reality for better interaction
VR and AR are probably the latest technology trends to appear in the area of marketing. These technologies enhance the interaction between consumers and digital applications, providing an experience-centric interaction, allowing users to physically integrate virtual products into their own environment in real time, and simulating physical control over the product. Both technologies are beginning to be much more accessible, in a way that could impact marketing efforts in sectors such as entertainment, retail and banking, among others.
Applying technologies like these to our work as marketers, and staying current with existing and emerging technologies can help us improve overall campaign effectiveness and achieve better ROI.