What should marketers do as technology is changing the shape of marketing?
Today, consumers are absorbing information at a previously impossible rate. In a world where everyone walks around with a cell phone in their pockets, instant gratification has become the standard people expect. Digital upgrades are important for a company to stay on top and can make the biggest difference in increasing a company’s consumer base. Artificial Intelligence (AI) is one technology that companies are using to stay ahead of their customers.
The invention of mobile phones has given people the power to have any number of answers available at their fingertips wherever they are. This has also given brands the ability to build deeper, more meaningful relationships with their customers. AI gives brands the power to not only reach customers but to connect with them based on their interests at a personal level. Brands can also learn new things about their customers by analyzing the data that they leave behind while browsing the internet. As the world of business changes, companies are fighting to keep up with the rapid pace of technological innovation.
What exactly is AI?
Artificial intelligence is a way to describe how computers can collect and analyze data then conclude from that data to make assertions or learn about customer tendencies. To the tech world, AI is just a fancy way of describing how well a machine/computer can interpret data in the way a human would, only at a much higher level of efficiency.
Mobile apps like Google Maps or Waze are prime examples of AI already being used in the real world. These apps gather information from users and analyze it in real-time to provide information like traffic reports, alternate routes and arrival times. Waze also can update users in real-time about any advisories or alerts pertinent to their route the same way a human navigator would. This is one example of AI already being implemented in the real world to improve the functionality of their app.
How do we effectively use this data to promote our brand?
AI can bring a level of personalization to any brand by matching customer's interests and brand attributes that they relate to. Even though AI is still in the early stages of development, many brands have taken advantage of its broad and diverse capabilities, giving them a leg up in the marketing world and increasing consumer expectations. By using ads relevant to the user’s personal search history, AI can predict future interests of that customer and tailor their ad experience accordingly.
As a result, users feel as if they relate to your brand building a deeper connection and improving customer loyalty. When you couple this with the amount of personal data collected through an individual’s mobile phones, it allows your brand to become a superpower, relating closely to each customer and having the ability to personally reach billions of people and to predict the actions of potential new customers at the same time.
Adding value to B2B marketing
AR may provide an engaging experience in consumer marketing, but it has great utility even in the B2B domain.
Imagine you are selling a complex product to a demanding client. AR can help your customers see and interact with the product, just the way they want—from drone’s viewpoint to up close and even through (cross-section). When you leave nothing to the imagination in a room full of decision makers, it becomes a lot easier for you to close the deal, without flying them all the way to your factory.
Does your customer want a say in the very design of the product or its customization? AR makes it easy for all to see the what-if scenario, making it possible to visualize the advantages and the otherwise unanticipated problems. That helps you make productive use of WYSIWYG (what you see is what you get).
As seasoned marketers know, customer loyalty is won or lost more after the sales than during. When the customer has no time to flip through the pages or scroll infinitely in search of the solution they seek, AR can provide a show-and-tell solution that is more likely to ensure a repeat order than a fat discount.
AR as experiential marketing
AR is not about dazzle or novelty. It is about an engaging experience that enhances the value on offer to the customer. It must facilitate authentic communication and meaningful interaction with the brand.
If you are trying to add a piece of furniture to or repaint your house, you can use a tape and your imagination. Or you can let AR help you place the furniture in various spots until you are happy with the position. You can think and debate colors with your spouse or AR can show your house as it would look with various colors on the walls. The moment you hit a color that shows off your furniture (that you just placed) well, just click on the button and the painters would be at your doorstep the next morning.
Instead of struggling to relate to a communication that is meant for all, AR can make the customer feel as if the entire marketing muscle behind a brand is at one’s personal service.
What is the future of AI?
Over the last five to ten years especially, artificial intelligence has made rapid improvements, but what more could the future hold? As AI technology continues to grow and evolve, it will likely become an even larger part of everyone’s daily lives.
When users think about AI, they typically think about it as a big idea that could have catastrophic consequences which are far from the truth. You can see artificial intelligence popping up in more and more products every day, most of which are “tech” products like out social media streams, digital shopping recommendations or automation and driver assistance in modern vehicles.
The tipping point for AI is going to be when the absence of AI becomes noticeable in daily routines. It is currently on course to expand beyond the limited scope of current assistant technology like Alexa or Siri to the point where we could potentially have AIcompanions that can be interacted with like old friends.
Like any other technology, there will always be room for improvement. We can expect to see continued improvements in terms of functionality and error handling. As technology improves, using AI will become more naturally seamless.
The future of AI is extremely open and with new technology being discovered every day. The future of mobile marketing and AI integration is promising and is expected to become an even larger part of daily life.
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