Consumers today access content using a variety of devices, including smartphones, iPads, laptops, and more recently glasses and watches. As a result, marketing departments need to know how to use technology to deliver engaging campaigns on these various devices. In this article we’ll go through how technologies are changing digital marketing.
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Three areas of marketing that have changed significantly with new technology are campaign speed, relevance, and reach.
Campaigns have become more personalized and immersive for people. Messages can be targeted to very specific groups and provide relevant content. AI is helping marketers to produce content quicker. Social media platforms and websites have allowed to develop new campaigns to reach their target audience faster than ever before and make them easily accessible to other groups of potential new customers.
Is in this context that marketers need to update their skills to get the most out of these fast-paced and relevant digital campaigns. Understanding the processes behind website development, data processing, and social media campaign execution requires close collaboration with IT departments, data specialists, web developers, social media experts, and technologists.
How Technologies Are Changing Digital Marketing? Introduction of AI to Digital Marketing
Most marketers already know that artificial intelligence (AI) can be used to make more informed decisions, to better target audiences, and increase sales for companies. To keep up and reap the benefits, they must have a clear understand of how technologies are changing digital marketing to identify the most relevant use cases, hire and/or develop the right people, and implement the right technology for a strategy or campaign.
The most common uses of AI for digital Marketing include:
-Data Analysis: Tracking and studying huge quantities of advertising and marketing data from diverse campaigns, that might in any other case should be taken care of manually, in order to optimize them.
-Content Creation: Adopting and enhancing a human-like language for writing content material for an advertising and marketing purposes. These include, blogs, emails, social media post, articles, etc.
-Decision-Making: AI advertising and marketing tools helps to determine which advertising and marketing strategy a business should implement, through the collection and study of different type of data.
-Identifying the best media and advertising platforms: Predicting which type of advertising and media platforms will be most beneficial for a business so that it will attract its target market and maximize their ROI.
-Personalization: AI shapes an idea of how to enhance customer’s experience by making their media and advertising content more personal and relevant to the target audience as well as improve the shopping experience and customer service.
The use of AI for digital marketing also come with some challenges such as not having the right training to use these tools, lack of creativity or poor-quality content from the AI, not finding the right tool for the job, etc.
Finding the right AI technology or platform, together with the introduction of digital transformation, is the key to a marketer’s success with AI.
Automation
Automation is the process of simplifying tasks and eliminating repetitive work using software configured to take care of them.
It is a great way to increase the efficacy of the marketing efforts, as it helps businesses save time, money and resources. Automation is growing in popularity with the introduction of AI assistants, chatbots, and other digital tools and leads the way on how technologies are changing digital marketing.
However, it does present some challenges. Lack of control over the process and inexperienced marketers can lead to mistakes and errors that are expensive and hard to fix.
These are some of the most common ways automation can help businesses:
- Save time by helping to plan marketing strategies, create campaigns, send pre-written emails,
- Personalizing content and campaigns to the interests of the target audience that allows for a closer communication with potential customers, increasing, in consequence, conversion rates and ROI.
- Although AI still requires human supervision, it can help marketers and marketing team members perform a variety of tasks so they can focus on improving strategies and campaigns.
- AI can automate multiple marketing tasks such as email campaigns, publishing social media posts, scoring potential leads, optimizing content and collecting data.
AI Writers
Content marketers can find it difficult to keep up with how technologies are changing digital marketing, the ever-changing landscape of what works best when writing strategies and planning campaigns. In this context, AI writers could be the answer to creating quality content that keeps the target audience engaged and encourage them to continue visiting a company’s website.
Here are five reasons why AI writing can put you ahead of the competition in the content marketing field:
- Maintains the tone and consistency of the content and keeps it relevant to the target
- Artificial Intelligence can find the right content to be used in a SEO strategy to attract more traffic to a business’ site or online store. SEO AI Writers can increase efficiency by finding relevant content using algorithms programmed to improve a strategy.
- Create targeted content. AI writers can target specific groups of people and content based on the information provided.
- Saves money as an entire content creation team will not be necessary, which reduces content creation costs and increases productivity.
- Saves time by already know what content to create and which SEO strategies to apply thanks to data tracking. This reduces research time and allows content to be published as needed.
How Technologies Are Changing Digital Marketing? Data and Analytics
The field of Data analytics is a clear example of how technologies are changing digital marketing, it turns raw collected data into insights that help improve digital marketing efforts.
Digital analytics is the process of tracking and analyzing data from multiple digital sources to inform and drive product and marketing strategies. Businesses of all sizes can use digital analytics for a variety of purposes, such as reducing backlog, encouraging experimentation, attract new leads and adding value to existing customers.
The importance of data analytics in digital marketing stems from its to recognize patterns. Targeted marketing is one example of the impact data analytics can have on corporate decision-making. Data analytics play a big role in determining who the target audience is and who should be targeted.
The Company collects information as users interact with the company’s site and content. This help to develop and audience profile that allows to identify the content that’s more appropriate to use, improve advertising and determine which channels and methods to use based on demographics.
Additionally, by collecting data on products that are identical or similar to another company’s products, companies can adjust their prices to become more competitive.
Other ways data and analytics are transforming digital marketing include identifying the right keywords to drive visitors to a website or online store, analyzing past data to optimize future strategies and campaigns, increasing ROI by allocating a budget for all the company’s marketing activities.
Benefits of Data and Analytic in a Digital Marketing Strategy
Before digital analytics tools, product managers and marketers often had to make decisions based on gut feeling and past experience. The only data available on which to base product strategy was how well a specific product did on the market.
To know what customers thought about a certain product they had to express their opinions directly through interviews, surveys, and focus groups.
Since customers are online these days, it is easier to gain more insight into their thought processes and behaviors. But it’s only when these different streams of information are combined that their true value is unlocked.
One of the key benefits of data and analytics in digital marketing is the ability to gather data from multiple sources. This allows to build customer profiles that span the entire user journey to improve and personalize marketing strategies and campaigns.
What brought them to the site and what action did they take, was the site interactive enough? easy to navigate? what content they prefer and which platforms they find more engaging and easier to use?
A fundamental benefit of using analytics for digital marketing is that it helps to make informed, data-driven decisions. This allows to run effective campaigns and achieve better commercial results.
Other benefits include:
- Have a fluid and close relationships with customers
- Research and understand the target audience.
- Get feedback and insights from real customer activity.
- Predict and improve future advertising campaigns based on trends and patterns.
- Understanding marketing costs and resource allocation.
- Higher conversion rates and better ROI.
How Technologies Are Changing Digital Marketing? Augmented Reality
Augmented reality has only recently become a relevant tool in marketing campaigns and it is one of the innovative and exiting ways of how technologies are changing digital marketing.
More and more brands each day are betting on experiential marketing, and today with the huge impact AR can create, it’s proving to be the perfect choice.
AR gives businesses another tool when it comes to increasing sales and increasing brand equity through mobile devices.
Some of the benefits of AR in marketing include:
– Allow customers to try products before buying: Customers can model and try on cosmetics, clothing, and various household items without direct interaction. By eliminating the need for large physical inventories, customers can remotely try out hundreds of items to find the one that best suits their needs.
– Experience places in advance: Augmented reality offers companies the opportunity to add digital components to physical places and products. For example, have access to a 3D view of concert stadium seats, the interior of a new car, tour a shop or take a look of a vacation rental through a personalized AR experience.
– Augmented reality can revolutionize branding materials by adding a virtual component. Users can therefore access a range of features that provide more information and opportunities to engage with brands.
– AR tools can help customers actively participate in product design. As a rule, customers want as many customer-specific and specially tailored products and solutions as possible.
– Enhanced customer support solutions, including remote technical support capabilities via AR. Augmented reality offers an opportunity to make customer service more interactive and responsive.
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