The emergence of new technologies like big data, artificial intelligence (AI), blockchain and virtual reality (VR) has revolutionised the way brands market themselves
22 June, 2022
By Poojan Ajani
The marketplace, be it the digital or otherwise, has reached high saturation levels with increased levels of competition. In such a scenario, companies can no longer afford to take the traditional marketing route. Companies who have abandoned this approach for more holistic, contemporary marketing strategies see an increase in leads, better quality of leads along with increased sales and web traffic to their websites/ apps. To achieve an integrated marketing campaign that focuses on the customer and their needs towards the product and the services, it is contemporary marketing to the rescue.
Today, more than ever, companies are aware of this fact and are employing holistic, contemporary marketing campaigns that are powered by advances in technology and undertake campaigns with a customer-first approach. The emergence of new technologies like big data, artificial intelligence (AI), blockchain and virtual reality (VR) has revolutionised the way brands market themselves. In a way, technology has emerged as a catalyst and sparked new marketing trends.
Here take a look at some of the critical aspects of a company’s marketing campaign that are aided by technology.
In today’s world, we are all connected. The same stands true for companies, too. A company’s customer relationship management can be connected to google sheets to create a single, easy to comprehend and unique experience. This integration can organise the company’s data and offer a chance for teams to collaborate on leads along with a multiplicity of uses.
Connecting e-commerce with Points of Sale (POS) can help track and manage orders from one unified system, analyse customer behaviour and provide them with what they want most. It also allows us to manage inventories, distribute staff, avoid errors and help create a seamless customer journey.
In traditional marketing, huge budgets are employed to launch big-ticket campaigns to reach the maximum number of people. Even then, there is no guarantee that a brand could effectively reach out to its target audience and deliver its messaging. With technology coming into play, it is possible to reach the maximum number of people even with limited budgets. Social media platforms for one are a great avenue and allow brands to choose the kind of audience they want to engage with given the data that these platforms offer. On average, Indians spend 2.36 hours on social media daily. Given the widespread penetration of the internet in India, brands have several options to lead consumers to spend. Loaded with insights gleaned from data, brands can service their existing customers and engage with a larger audience by employing effective SEO strategies and boosting sales.
Data-driven marketing strategies with AI-powered systems offer a better return on investment. The insights provided by AI help brands spot the current trends and weave conversations around them. The data that is gleaned from their past experiences are sorted with the help of AI and used to provide a tailor-made experience for them. Customer Data that is available through social learning can give brands the ability to craft effective marketing strategies. Given the success of AI-based marketing, a 2022 survey by NewVantage revealed that more than nine in ten (91%) top businesses have ongoing investments in AI
By optimising AI within the customer service experience, companies can achieve an impressive level of harmony between human tasks and machine capabilities. With this, the marketing efforts can be effectively streamlined. Be it chatbots, social media content management or providing personalised content – with the right set of data, AI can really work wonders for a harmonious marketing campaign and is an extremely critical part of it.
Today, it is essential for marketers to think out of the box and come up with creative solutions ranging from content strategies, leveraging data, and making effective use of AI to build customer experiences that will help them achieve revenues. Technology-led by innovation is key to a successful digital marketing campaign. The tools are all available. All that is needed is the correct way to employ them to achieve the brand’s goals.
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