You might have noticed a lot of articles that are focused on the next new wave in digital marketing or what’s trending in 2019. That’s because technology and the marketing world have become more intertwined than ever. You can’t plan your business growth strategy for the year ahead without adding both of these ever-evolving beasts into the equation.
We've put together a few innovations that we think are worth mentioning. Whether or not you’ve already started implementing the following martech trends in your strategy, one thing is certain - they are changing the way we market to consumers.
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1. Predicting buying behavior using machine learning.
I recently listened to Elon Musk talk about the danger of artificial intelligence on the Joe Rogan Experience podcast. In this episode (start watching at the 2:25 mark), he says that the development of sophisticated AI poses a risk to humanity as it will likely be used as a weapon against each other.
While he brings up a good point, AI is making a positive impact in other areas, specifically in the realm of business. One example is machine intelligence, which is well on its way to changing marketing as we know it.
According to a recent survey, 61% of businesses say AI and machine learning are the most important aspects of their strategy in 2019.
Here are just a couple of ways machine intelligence is reshaping marketing.
Customer segmentation
AI technology helps marketers profile buyers better by analyzing each customer journey and predicting their future behavior. With this information, marketers are able to focus on delivering the right message to the right customer at the right time.
Blog: Take a walk through the buyer's journey.
Retargeting
Machine learning makes remarketing efforts more effective. Remarketing is a method that aims to reach interested prospects who haven’t converted, and retarget them with strategic messaging to encourage them to make a purchase.
2. Voice search is on the rise.
2018 has been a big year for voice search and virtual assistants, with Alexa and Cortana as leading examples.
In fact, 52% of mobile users are using AI-powered voice assistants.
So, where is this taking us in terms of marketing? You’ll need to tailor your SEO strategy for voice search. Here are 3 ways:
- Focus on long-tail keywords
- Focus on local SEO
- Understand how your customers use voice search
Learn more tips in this article.
3. Chatbots are here to stay.
We’ve talked about chatbots several times in our blogs. Chances are you used this service before, either to communicate with a business online or improve your own business’s customer service.
The rise of the chatbots is a service that people now expect when they want to connect with a business. It’s also one that business leaders are paying more attention to in order to stay competitive. Don’t take our word for it:
67% of people expect to see/use messaging apps when talking to a business, according to Chatbots Magazine.
Case in point: I recently tried to buy an item on Home Depot’s website. I decided to hit the ‘Chat’ button on their page for some help with a payment issue. Why did I choose to resolve the problem via chat? Because it was a more convenient option than having to deal with usual irks of calling customer service, like being placed on hold or transferred to multiple departments before landing on the right person.
Are you already using or planning to use any of these innovations in your business strategy? Do you want to add to this list? Let us know in the comments below.
