Digital marketing has replaced traditional marketing almost completely. Today, everything’s done digitally. Customers spend more time on their mobiles and computers. Therefore, companies need to put a huge effort into digital marketing.
Now, are there any tech trends disrupting the digital marketing industry? With the development of new software and Artificial Intelligence (AI) products, the possibilities of automating digital marketing processes increases. But there is a vast list of ways that technology has changed digital marketing. Here we show you some of them.
AI-powered Customer Experience
Customer service has always been a repetitive task for digital marketers. These professionals have to spend a lot of time in redundant activities. Replying to emails and phone calls from more than 100 clients can be tedious. They have to dedicate hours that they’d otherwise spend on more relevant activities like creating strategies or monitoring their campaigns. But what if all that could be automated?
AI-driven chatbots could save the marketing team a lot of time from having to reply to requests. Besides, chatbots are always available for customers since they don’t need vacations or rest. Although most of these chatbots aren’t perfect, they can surely help customers find immediate answers.
Data science is one of the best tools any company can implement to improve its revenue. We’re not just talking about data science to spot errors in the current strategies, but also about creating future strategies.
The benefit of using data science for digital marketing strategies is to avoid risks. With data science, companies can track the current trends in the market, find patterns in customer behavior, and make wiser business decisions.
Machine learning is a type of AI that reflects a computer’s ability to learn from experience. Through machine learning, devices can identify errors and patterns through data without human intervention.
Data scientists, and now digital marketers, use machine learning to optimize the process of filtering data. This way, marketers can analyze data in a couple of minutes. Machine learning helps marketers find actionable insights through data without having to wait too long.
If you ever noticed that a website only shows you things you’d be interested in or if you’ve ever received a personalized message from your favorite store, you’ve experienced sentiment analysis.
Sentiment analysis, along with machine learning, helps companies create a personalized experience. This is helping the digital marketing arena improve user experience and generate more leads.
Digital marketers deal with a lot of data from customer service and audience segmentation. Therefore, they usually struggle to find valuable information because they trust their data to physical storage. However, today this is changing thanks to cloud computing.
Cloud computing allows marketers to access and store data no matter where they are. The biggest benefit of using cloud computing is that you can have all information organized and with easy access. If you need to share a file with someone, it’s easier if you use a cloud database.
Internet of Things
The Internet of Things (IoT) is taking over, and today almost everything’s connected to the Internet. From Siri to Alexa and Google Nest, we use IoT for most of our daily activities. These devices generate a lot of data that can be used for marketing. From your smart speaker to smart coffeemakers, each of those devices can reveal users’ habits. This is why the IoT trend has become so relevant to the digital marketing industry.
By using data provided by these IoT devices, marketers can create more personalized experiences. Besides, IoT improves connectivity and communication. Most companies are now syncing up their websites to Alexa’s system to be more accessible for users. You can now simply ask your smart speaker: “Alexa, where’s the closest McDonald’s?” and it’ll show you the exact address.
Another great advantage of using IoT for digital marketing purposes is advertising. Your washing machine could show what’s the best detergent for it. The possibilities are endless.
Heineken recently did a marketing campaign to attract visitors to the Heineken Experience Museum. They placed a GPS in several bottles across Amsterdam. When tourists found them, they were directed to the museum. This was a treasure-hunt activity and most tourists found it very fun. The bottles used vibrations and lights to show users where to go.
Data science, machine learning, and AI are some of the most significant tech disruptions we currently have. However, we can also expect more changes in the future that could totally alter the way the digital marketing industry works.