Modern enterprises need to incorporate recent technology trends into the marketing strategy if they don’t want to lose their customers. The undeniable truth of nowadays is that technologies we have and we are to have direct and guide whatever happens in the world, especially in the business sphere.
At some point, every businessperson turns to the latest technology to boost their business and attract more customers. But many face a problem of choice: which technology can potentially be the very technology for their business? In this article, we will cover four of the latest tech trends for marketing which can help a company to grow and succeed in the world of today.
Virtual and augmented realities
What do VR and AR stand for?
Virtual reality is a technology which allows a person to immerse into a virtual surrounding with an ability to interact with it. It is achieved with the help of specialized headsets to create an illusion of a person’s presence in a chosen computer-generated environment. VR headsets isolate the person from the real world and suggest new exciting experiences in the virtual one.
Augmented reality, on the other hand, adds new touches to the real world. It puts virtual objects in the surrounding via applications on mobile devices. As you point the camera to the object, you can interact with it through the application and change the way things are in reality.
How VR and AR can contribute to your marketing strategy?
Big corporations like IKEA, Wallmart, and Audi have already tested how VR/AR works in practice. In 2013 IKEA presented their first AR application, that simply placed a piece of furniture in the room. In 2017 they introduced an app, which could calculate and show whether the furniture would fit into the room. With only four year difference and such a change, we can only imagine how this technology will develop further and be applied in marketing.
It is believed that ideas are better transferred when shown rather than worded. VR and AR are perfect tools to visualize almost any concept among current trends in technology which is essential for advertisement and product promotion. These technologies transform the way customers interact with the company. VR and AR allow getting acquainted with the product without the actual product being in front of them.
Choose furniture for the room, take a tour around the house you want to purchase, alter the dress according to your preferences and try it on – such possibilities to immerse into the brand with little effort and exciting experience highly increase customers’ interest and loyalty to the company. Marketing, which involves such innovative user experience, connects the customer to the product and company through a range of senses and emotions.
Audi uses VR experience in its dealer centers to give potential buyers an opportunity to try various configurations of the car. They also organize test drives in a virtual environment. During the first year of this practice in London, 50% of customers ordered their cars without an actual physical test drive.
Successful application of an AR technology we can find in Zara. They suggest customers an application that shows real models instead of mannequins in their window shops. If people like any of the displayed garments, they can choose them from the same app.
What is Artificial intelligence?
As soon as we hear this word combination, our minds fill in with images from science fiction stories. However, the way we face AI today is very different. The definition of AI is rather disputable, but typically under AI scientists understand a system or program which can work and react like humans. This program should show such features as planning, reason, ability to learn and self-develop.
One of the branches of AI is machine learning – a computer’s ability to improve its performance without human instructions and guidance. The key idea of AI and machine learning, in particular, is collecting and analyzing the data with its further practical application for similar scenarios.
How important is artificial intelligence for marketing?
You may think that AI is a technology of the future, but it is already in your living room. When you watch Netflix or browse your favorite online-shop, quite often you see a section with recommendations suggested by the website. The way these recommendations are chosen is directed by the AI algorithms basing on your previous choices, behavior, preferences. As a part of their marketing strategy, Netflix implemented a complex recommendation system which works so well, that 70% of all the content watched is from the recommendation section. This method allows them to stay on track and always present the customers the best experience.
Artificial intelligence is one of those technology trends which has already found its place and keeps evolving and developing. AI analytic tools we have today allow studying a vast amount of data regarding customers’ behavior. This technology is able to notice patterns and schemes which may be imperceptible by a human being. On this basis, the program can forecast trends, behavior models, choices and decisions people make. As a result, businesses obtain a useful tool to regulate their marketing strategy to meet and predict the needs of their customers.
With the help of AI and data analysis companies with customer-centric marketing will be able to personalize their content and reach target audience more precisely. Machine learning algorithms can adjust the information a customer receives via chat, news feed, emails to fit the preferences of a particular person.
“Marketers should look to how they can use AI as a way to understand what content a potential customer is consuming, whether it is marketing generated content, support or technical documents or user-generated, which will allow for more personalized customer experience and high customer satisfaction.”Lisa Matherly, VP of Content Marketing at McAfee.
The Coca-Cola Company started using AI back in 2012. By now, they have found multiple ways to benefit from this technology. Greg Chambers, the global director of digital innovation at Coca-Cola said “AI is the foundation for everything we do. We create intelligent experiences. AI is the kernel that powers that experience.” The company uses data analyzes to make strategic decisions. For example, the Cherry Sprite Flavor beverage, based on data from vending machines which could mix flavors by order of the customers. AI also helps the company to target their advertisements which prove to be four times more effective than those set by people.
Internet of things
How to understand the internet of things?
The Internet of things (IoT) is a broad notion which includes various aspects. In a few words, IoT can be defined as a network of devices connected via the Internet which can interact with each other omitting a human. Typically you would think about smartphones and tablets in such a perspective, but IoT is much more than just those gadgets. Washing machines, ovens, cars, production lines are also included in this net. By 2020 the number of things connected to the Internet is estimated to be 50 billion items.
How can IoT be helpful for marketing?
Outlets and locks are called ‘smart’ today and join the IoT. Samsung has a program, which unites in a Smart Home system typical devices like a TV and a camera, and a new generation of smart gadgets such as a washing machine, a refrigerator, and a light bulb.
IoT is one of the trends which keeps gaining popularity. Importance of this technology is already proven yet there is still space to grow in this field. Internet of things is based mostly on cloud platforms developed by companies such as Microsoft, Amazon, IBM. The reason why it uses a cloud platform is that all the elements included in the system constantly gather, operate, and analyze a massive amount of information. This benefits to companies which use IoT.
As well as AI, IoT systems collect information from all the devices and sensors within it. This data can be applied to develop a promotion strategy the right way and properly allocate all company resources. It also plays an essential role in predicting customers need and being proactive. Salesforce in their short video gave a great representation of how IoT can take customer-business relationships to a new level.
Mass adoption of IoT makes life more convenient for customers as they are surrounded by many smart devices, which can be connected with the companies directly. For example, in 2016 Samsung presented a fridge, which lets you go shopping for groceries not leaving the kitchen. IoT allows companies to be present in a customer’s life and promptly react to their requests. Additionally, a number of IoT devices means a number of screens which can be used for interactive marketing.
Voice Recognition Technology
What is Voice Recognition Technology?
Voice recognition is often mentioned in the context of AI. But this tech trend is notable enough to point it as a separate item. Voice recognition is a computer program that is able to detect and decode a human voice. AI technology helps systems to recognize not only the words voiced but the semantics they carry. Which is a task of high difficulty as people speak different languages and accents, use a different manner of speech. The effectiveness of this technology is achieved by introducing the program to a digital database, or vocabulary, of words or syllables. The bigger the database, the faster and more accurate recognition happens.
How can Voice Recognition be applied in marketing?
At this point big corporations like Google, Amazon, Microsoft have already suggested their customers’ digital assistants as an effective way to interact with the systems via voice. Siri, Cortana, and Alexa, powered by voice, are able to recognize and perform multiple orders and queries. Amazon’s CTO, Werner Vogels, calls voice the “the universal user interface.”
As the focus will shift from a physical to voice interface, companies would need to adapt to such a way of interacting with customers. That means there need to be invented new ways to operate information. For example voice-guided online-shopping. According to Garner, by 2020, 30% of web browsing sessions will be done without a screen. Such an extensive usage of voice technologies will give companies a tremendous amount of information. Analysis of it will help companies to anticipate customers’ needs and significantly improve customer experience.
This number is expected to increase as people are getting used to such a convenient interface. The way people make a query typing and speaking is rather different. Moreover, voice search results usually include fewer items than a normal one. Which makes it extremely important to optimize companies sites and content to be relevant to a new type of information search.
Keeping up with technology development is a key component of business success. In marketing, useful tech trends are VR/AR, artificial intelligence, Internet of things, and voice recognition. Without these technologies, it would be very challenging to stay on track and lead the industry. Start today, and you will get closer to success. Choose a technology most suitable for your goals and find a company to help you with it.
If you find virtual reality an ideal solution for you, contact VR Tigers and we will lead you into the marketing of the future.
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