The industries that will thrive in the future are those that are capable of adapting to new situations and technological changes. The ones that don’t evolve with technology will remain obsolete. There are tech disruptors that are changing almost every industry, and digital marketing is no exception.
Digital marketing today is in no way similar to what it was a couple of years ago. The reason for this is because technology is evolving faster than ever. According to these statistics at TechJury, computers double their capacity each year. Therefore, each year we can expect more technological changes.
Digital marketing is experiencing a lot of changes in terms of tech tools. The overall digital marketing dynamic has changed due to machine learning and artificial intelligence. Here we’ll show you some of the ways that technology is disrupting digital marketing.
Machine learning, along with sentiment analysis, plays a huge role in today’s digital marketing. These two technologies help improve user experience by providing more personalization. If you’ve ever browse an online store and later see an item you were interested in on an ad, it means that the company has used that technique to provide more personalization.
Machine learning is also used in chatbots to improve customer experience. Besides, ML is also beneficial for digital marketers when they need to do data analysis. This way, they can automate the process of data segmentation and filtering.
Artificial intelligence is another factor that’s disrupting digital marketing. AI creates a more personalized approach to digital marketing strategies. Artificial intelligence is used on chatbots to provide a real-time conversation for users. This way, they’re able to find solutions for their queries in a short time.
AI-driven tools are excellent for digital marketing agencies because they automate processes. In the past, they had to hire a bunch of employees for the customer service department to attend calls and messages. Today that can be handled by a smaller group, meaning they can cut expenses.
Chatbots are not only useful because they can automate the customer service process, but also because you can extract valuable data from them. Customer service data is always relevant when it comes to evaluating strategies and finding useful metrics. You can integrate chatbots with help from your website developer to have all customer service data organized.
Big data is a strong trend in digital marketing. Digital marketers create content strategies based on data science to make more accurate decisions.
This process requires a lot of analytical thinking from data scientists and high storage capacity. Besides, they also need to find a safe way to store that valuable information. Cloud services have become very popular because they’re currently the most reliable and efficient way to store large amounts of data.
Besides, that way, all members of the data analyst team can access the information remotely. So, no matter where they are, they’ll be able to continue working.
AR and VR
VR and AR can drastically change a customer’s experience. VR/AR can help customers try the product or service before buying it. This is a great way to create customer engagement by providing them with that technological experience.
Some of the companies that are currently implementing this trend are ASOS and Gucci. ASOS recently created an AR-driven experience where customers can visualize how the designs would look like before they buy them. This ASOS feature is called the “Virtual Catwalk”.
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Gucci, on the other hand, created an AR feature where customers can virtually try on shoes. This is an AR app where users can also take pictures when they’re trying on the shoes and share them on social media.
VR marketing, on the other hand, is very popular in tourism companies. This way, travel agencies can show users how their experience would be on the trip they’re planning to take by using a VR headset. Then, you can choose the prettiest location!
Technology has drastically changed the digital marketing industry over the years and will continue to do so in the future. With the rapid development of tech trends, it is possible that in the future we’ll have tech tools we can’t even imagine today. Some of the most influential tech trends in the digital marketing field are machine learning, artificial intelligence, and big data. We are excited to see how technology continues to change the digital marketing industry.
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Artur Meyster is the CTO of Career Karma (YC W19), an online marketplace that matches career switchers with coding bootcamps. He is also the host of the Breaking Into Startups podcast, which features people with non-traditional backgrounds who broke into tech.