Technology-based “digital marketing” innovations including the implementation of the use of AI, AR, VR, and chatbots.
The convenience offered by technology currently affects businesses when launching digital marketing activities (digital marketing). Starting from applying artificial intelligence (AI) technology, chatbots, video to omnichannel. Not only does it help cut expenses, the use of technology can be a more effective tool to support marketing activities and acquire target markets.
Currently, AI technology has become the largest segmentation in terms of determining the right potential customers. From retargeting, push notifications, click tracking and more, the right combination of AI technologies can help businesses market their products.
According to research conducted by Blueshift, around 28% of marketing activities have used AI to provide product recommendations, while around 26% have used AI to optimize their campaigns.
The survey also mentioned that AI can directly help businesses improve customer service. A survey conducted by Forrester in the Global State of Artificial Intelligence said that about 57% of businesses use AI to improve customer experience, while around 44% use AI to improve the performance of available products and services.
Personalization, which is currently widely applied, can actually be created using AI. According to a survey conducted by IDC and Criteo, around 67% of marketing activities will become more personal in appearance by utilizing AI, while around 66% of marketing activities prioritize personalization in terms of ad recommendations and relevant formats.
Meanwhile, looking at existing trends, it is predicted that by 2020, around 64% of survey respondents said that personalization that can be done in real time and optimized message distribution will be the most widely carried out digital marketing activities.
AI technology can also help businesses provide features such as fast and relevant image search. This concept is suitable to be applied by e-commerce platforms. It is predicted that in the future searches using keywords will begin to be abandoned and replaced by looking for recommendations through images on the platform.
Social media such as Twitter, Facebook, and Instagram are now being used by various brands to create more personal relationships with customers. However, this method is considered less effective, if done regularly, in terms of answering basic questions. To overcome these conditions, the presence of chatbots is claimed to be able to speed up and help the interaction process with customers more effectively.
With the massive development of chatbots today, these technologies provide convenience and the ability to carry out basic conversations more quickly than if a business had a customer service team. This technology is also able to reduce wasted time, even though companies have embedded live chat on their sites. With a relatively affordable cost, chatbots are an ideal solution for businesses for customer service activities.
In a survey conducted by Leadpages, it was revealed that after several periods of using chatbots to interact with customers, the number of conversations could increase by 36%. With the development of AI technology, it is certain that the ability of chatbots will increase.
Various channel choices, ranging from social media, online searches using search engines, to direct visits to offline stores, are options for consumers to access a company’s services.
Seeing the potential that exists, it’s time for brands to implement omnichannel activities. In contrast to multichannel which is claimed to be effective in increasing the number of customer acquisitions to transactions, through omnichannel brands can provide a more optimal, seamless, and consistent user experience through an effective communication process utilizing various channels.
Through direct interaction with customers through social media, for example, also implement activities utilizing SEO and via email. The purpose of this omnichannel activity is to see the track record of customers and what interactions they use the most. It is hoped that by applying this method, these customers can be more comfortable with the various choices of channels and interactions available.
So that this activity can run well, place a CRM (customer relationship management) team and create a special CRM program, so that you can further monitor customer interactions on different platforms.
By leveraging platforms like YouTube or Facebook Live to social media video tools like Instagram and TikTok, marketing activities using video can be very effective. In a survey conducted by Cisco, it is predicted that in 2021 around 82% of internet traffic will be absorbed by online video content.
No wonder it is predicted that this year around $20 billion will be spent on video-based marketing activities. That’s an increase from about $2 billion in 2015.
Another trend that is predicted to emerge is the use of the Live Video platform.
Videos can be used for product launch activities to build a different reputation when holding offline activities and publishing them online. The use of video also allows businesses to reach a wider target audience quickly and directly.
Augmented Reality and Virtual Reality
Although its utilization is not yet massive, augmented reality and virtual reality are proven to be able to create effective positioning to target users. Marketing activities utilizing this technology provide a different customer experience, so that the impression of hard selling is not too pronounced.
Based on a survey published by eMarketer, about 48.1 million Americans have enjoyed augmented reality every month throughout 2018. This number is predicted to increase this year to 54.4 million people.
An example of an effective implementation of augmented reality is the feature implemented by IKEA. Using a smartphone, prospective buyers can see directly the picture of the placement of furniture in the room by creating a real time display that provides a good customer experience.
Meanwhile, virtual reality (VR) technology is mostly used for game development and the retail industry.