AI-powered Chatbots: AI-driven chatbots have the capability to provide personalized experiences to clients and customers. Bank of America, for instance, has developed a chatbot equipped with predictive analytics that can address any customer inquiry. These advanced chatbots can anticipate customers’ needs and guide them through complex banking procedures. Additionally, they can assist customers with making payments, checking balances, or even providing savings advice. Such experiences are invaluable in helping brands position themselves as customer-centric entities.
Chatbots have been employed by businesses for some time now, and the marketing industry is embracing this trend in a significant manner.
3. The Era of Augmented Reality (AR)
Another significant trend in digital marketing is the rise of augmented reality (AR), which has gained immense popularity in recent years and is predicted to surpass virtual reality (VR) in terms of adoption. AR has also made its way into the realm of digital marketing and has become one of the most exciting trends in the field.
Companies like IKEA have already embraced AR as a powerful marketing tool. IKEA introduced the IKEA Place app in 2017, allowing customers to visualize how furniture would appear and fit in their homes before making a purchase. This form of marketing, commonly referred to as “experiential marketing,” enables brands like IKEA to offer customers unique and immersive experiences that can make a difference between a successful purchase and abandonment of the buying process.
4. Real-time Messaging Platforms: A Goldmine for Data Collection
In today’s fast-paced world, consumers crave instant gratification. Real-time messaging platforms have emerged as a valuable avenue for marketers to connect with customers swiftly and directly while also gathering crucial data.
For digital marketers, the maturation of real-time messaging platforms presents a tremendous opportunity for data collection. These platforms can serve as comprehensive data hubs, housing valuable insights that enable marketers to gain a deeper understanding of their customers. By leveraging real-time messaging platforms, marketers can gather an abundance of information that goes beyond what was previously possible, empowering them to make more informed decisions about their target audience.
5. Automated translation tools in the realm of multilingual content marketing
A significant portion of online content is predominantly in English, limiting its potential reach to a global audience. Non-native English speakers often resort to online translation tools, which can lead to inaccuracies and misrepresentation of your content. Consequently, the demand for multilingual content creation has increased, especially with the advent of rapid advancements and the accessibility of machine translation (MT) technology. However, relying solely on MT can yield similar results to online translation tools, compromising the quality and branding of your content.
To address this challenge, machine translation post-editing (MTPE) has gained popularity among digital marketers. MTPE combines cutting-edge technology with the expertise of native translators to produce multilingual content that effectively conveys the marketing message, while minimizing the risk of marketing blunders.
6. Authentic Influencer Marketing
Although influencer marketing is not a new concept, the approach brands take in investing in and collaborating with influencers to reach their target audiences is continuously evolving. In 2023, we anticipate a departure from the traditional notion of aspirational influencers. The rise of TikTok (yes, it’s making an appearance again!) has transformed the way social media users perceive one another. It has provided a platform for individuals to amass substantial followings and influence without the necessity of maintaining meticulously curated feeds on Instagram or consistently producing long-form content like on YouTube. As a result, people are becoming more discerning about the highly-paid advertisements promoted by celebrities and high-profile influencers. Instead, they are seeking out more authentic and trustworthy sources of information: their peers.
In this shifting landscape, brands are recognizing the importance of engaging with everyday consumers who have genuine credibility within their respective communities.
7. Metaverse
The Metaverse is often referred to as a virtual world within a world, and Meta (Facebook) is the current owner of the Metaverse. It is an undiscovered digital universe where virtual or augmented realities interact to create an interactive environment for everyone.
Having a digital representation of oneself in a future world where you can do anything you want seems like it has much in common with video games.
22nd August 2023
digital-marketing
