“Each business is a victim of Digital Darwinism, the evolution of consumer behavior when society and technology evolve faster than the ability to exploit it. Digital Darwinism does not discriminate. Every business is threatened.” – Brian Solis
This quote by a world-renowned digital anthropologist and futurist rings true for digital marketing. With continuous innovations being made in the technology space, the future has never looked brighter for marketers. Each introduction of the latest technology holds a promise to reimagine customer engagement and deliver unique experiences. The adoption of digital tools is imperative for brands seeking to make the much-needed transition from traditional marketing techniques and achieve desired marketing goals. We look at the popular technology adoption trends reshaping the marketing industry.
A technology that sounded like an overly ambitious concept a few years ago, Artificial Intelligence (AI) has been on the cusp of innovation and futurists have always teased the world with its impressive capabilities. Marketers can no longer base their predictions on an educated guess and this puts pressure on them to harness this cutting-edge technology to make accurate data-driven decisions that retain customers. With AI, businesses can transform digital strategies and rely on technology for a more holistic view of a customer journey.
According to ClickZ, 93% of marketers say they’ve landed a new client or customer from a video on social media. Entering the video marketing landscape no longer requires sophisticated equipment or lengthy days of shooting. Micro-videos are gradually proving to be an impactful way of driving brand awareness. These short form videos allow brands to unleash their creativity and produce light content that resonate with a younger generation.
Virtual Reality and Augmented Reality
In a digitally dominated world, brands should continue seeking novel means to interact with customers. Virtual Reality (VR) and Augmented Reality (AR) are two main technologies enabling marketers to create next-generation experiences. VR places users in a simulated world through sight and sound while AR overlays digital information into the real world, taking the guess away of whether a product will fit into a customer’s physical environment. According to statistics, users who have tried a product using VR are more likely to purchase a product and less likely to return it. When marketers adapt these two technologies to their strategies, marketing becomes engaging and interactive. Providing brands with a golden opportunity – fostering an emotional connection with customers.
Data is driving immense growth in marketing. Businesses are starting to realise the true value of leveraging big data as an asset. Big data is defined as large data sets, gathered from a wide variety of sources, which is often too complex to deal with using traditional data management tools. By leveraging big data, digital marketers gain valuable insights across various customer touchpoints, helping them stay ahead of industry trends.
It is without a doubt that with each emerging innovation, marketing is catapulted into a challenging territory. We are living in an era where Marketing Technology (MarTech) is evolving rapidly, and businesses are leveraging the full extent of digital solutions to achieve intended goals. Technology advances are constantly providing online marketers with the ability to transform brand experiences and turn the customer experience too. The adoption of MarTech is not one size fits all and it is crucial to find one that will deliver sought-after results. The “adapt or die” adage is deeply rooted in Darwinism, and businesses are at risk of suffering the same fate as dinosaurs if they fail to keep up with the evolution of customer behaviour or expectations.