Marketing is constantly evolving, with new technologies emerging every year that are changing the way brands interact with consumers. This article looks at some of the most promising future marketing technologies that are already starting to shape the industry.
Machine learning is becoming an integral part of marketing strategies. These technologies can analyze massive amounts of data, predict consumer behavior, and personalize marketing campaigns.
Artificial intelligence can automatically segment audiences and create customized offers, which significantly increases marketing efficiency. In addition, chatbots based on machine intelligence can provide round-the-clock customer support, improving their experience with the brand.
And yet, it’s not a new concept. In fact, artificial intelligence has been around for decades, but has become more powerful and accessible in recent years thanks to advances in computing, data, and algorithms.
In the 1950s and 1960s, the first attempts to use AI in marketing were made by researchers who applied techniques such as linear programming, game theory, and decision trees to optimize marketing mix and pricing strategies.
In the 1970s and 1980s, the emergence of expert systems and neural networks allowed marketers to model customer behavior and preferences to create personalized recommendations and offers. In the 1990s and 2000s, the growth of the Internet and e-commerce opened up new opportunities for data collection and analysis, as well as online advertising and targeting.
Marketers have started using tools like web analytics, search engine optimization and email marketing to reach and engage customers online. In the 2010s and 2020s, developments in big data, cloud computing, natural language processing, computer vision and deep learning have given rise to a new wave of applications.
Marketers can now use machine intelligence to create content, develop campaigns, optimize conversions, predict results, and improve customer experience.
One example of how machine intelligence is revolutionizing marketing today is Netflix, a global streaming service with more than 200 million subscribers that uses AI to:
- Analyze data and user behavior to create personalized recommendations and content for each user.
- Creating original content based on analytics about what genres, topics, actors and styles resonate with different audiences.
- Optimizing their marketing campaigns by testing thousands of variations of images, headlines, descriptions, and trailers to find the best combination for each user.
- Improving customer service by using chatbots and natural language processing to answer queries and provide support.
Many companies and the marketing teams that support them are rapidly adopting smart technology solutions to improve operational efficiency and customer experience. These smart solutions often take the form of artificial intelligence-based marketing platforms.
Through these platforms, marketers can gain a more detailed and comprehensive understanding of their target audiences. Such insights can be used to increase conversions while easing the workload of marketing teams. As you can see, it is not just a tool for marketing, but a strategic partner that can help marketers create value for customers and businesses.
Augmented (AR) and virtual reality (VR) are opening new horizons for interacting with consumers. These technologies enable the creation of unique and memorable experiences that can significantly increase audience engagement.
For example, AR allows users to “try on” products, such as clothing or furniture, in real time using their mobile devices. VR, on the other hand, can offer fully immersive experiences such as virtual tours of real estate or car demonstrations.
Blockchain technology is beginning to be incorporated into marketing, offering new levels of transparency and data security.
This is especially important in an era where protecting personal information is becoming a priority for consumers. With blockchain, companies can create more secure supply chains as well as protect customer data. This helps improve brand trust and reputation.
With the development of, for example, Alexa and Google Assistant, marketers have new opportunities to interact with consumers. Voice search queries are becoming increasingly popular, and brands must adapt their strategies to stay connected with audiences. Optimizing content for voice search and creating voice apps can help brands stand out and improve customer engagement.
Innovations:
- Shoes made with artificial intelligence: machine intelligence has developed a smart mirror that assesses people’s appearance and suggests shoes based on algorithms that best complement their current image. Customers can then scan a QR code to go to a website where they can buy real shoes that the mirror has made especially for them. Not only do they get a pleasant experience, but they also earn money from it.
- Beauty using artificial intelligence: Sephora is a globally renowned company and a prominent figure in the beauty sector. And to improve customer experience, the business has used artificial intelligence to develop a virtual reality makeup app. Customers can experiment with different foundations, lipsticks and cosmetics to showcase it all without having to use them in-store. They have also developed Color IQ, a system that analyzes a customer’s skin to determine the perfect shade of foundation for them. These significant advances in artificial intelligence will avoid many costly mistakes and trial and error shopping.
- Grocery shopping: something everyone hates to do. For this reason, food delivery apps like Instacart have been developed. However, this hasn’t eliminated the anxiety associated with choosing what to buy. However, Instacart is currently working with OpenAI to create a chatbot for their app. You can use this feature to ask Instacart questions about cooking, food, and money while making your list. Overall, this action is the result of Instacart’s bold commitment to simplify grocery shopping through automated decision making.
- Shopping just got easier: one of the e-commerce companies in the world is Shopify. They serve as a marketing funnel for businesses, supporting thousands of thriving businesses and generating millions of dollars in sales from customers. However, it can be difficult for a customer to find a specific product among the vast number of stores to choose from. Because of this, Shopify decided to utilize machine intelligence and introduce a chatbot that acts as a customer-facing shopping assistant. It can even make recommendations on ideas that shoppers may not have considered.
With all this in mind, Shopify’s main goal is to improve and simplify the user interface of the app, which is where this chatbot came from.
So, the marketing technologies of the future offer many opportunities to improve consumer engagement and increase the effectiveness of marketing campaigns.
And these are just some of the innovations that will shape marketing in the coming years. Companies that are able to adapt and adopt today’s technologies will gain a significant competitive advantage.
Author Bio:
Maria Zadorina
Brand-manager