There’s no doubt that advances in data and analytics technology are changing the game for marketers and empowering them to connect communications, products, services and transactions unlike ever before. Top marketing organizations are using their data as a strategic asset and are adopting new technology to innovate customer experience and expand their business insights.
To ensure your team does not fall behind your competitors now and in the future, we've identified 4 data-driven trends that need to be part of your marketing strategy.
Natural Language Search Processing, Conversational Analytics and Machine Learning have helped make AI Assistants increasingly smart and helpful, and people are incorporating them into their everyday lives. In the last two years, 47.3 million U.S homes or 20% of the U.S. population have adopted an in-home AI Assistant, and by 2020, Gartner predicts that 50% of all searches will be done by voice and 30% will even be done without a screen.
Voice search is a top trend for marketers because it’s going to require Search Engine Optimization strategies to evolve. Marketers need to consider how conversational language will change search keywords, and how the elimination of a screen will affect their brand visibility, click through rates and conversion rates.
Thanks to AI and Natural Language Processing technology, chatbots are getting better at understanding complex requests, and are improving their interactions with users over time to deliver more personalized responses. Grand View Research reports that the global chatbot market is reaching $1.2 billion with 24% annual growth rate, and it was found that 45% of end users prefer using them as a primary mode of communication in customer service. Gartner predicts that by 2020, approximately 80% of business communications with customers will be performed through bot messengers. Leading marketers are on top of this trend, and they’re using chatbots to:
• Help consumers find solutions no matter where they are or what device they are on
• Decrease response times and convert leads more quickly
• Merge chatbots with their BI solutions to help them easily find the analytics they need to make data-driven decisions
Machine Learning and AI are driving more accurate and automated predictive analysis, making it possible for companies to proactively recommend products and solutions to consumers based on past behavior. Leading companies are already doing this well, causing consumers to expect a high level of personalization every time they visit a website. Marketers who do not want to fall behind need to use predictive analytics to deploy complex multi-trigger campaigns, so they can efficiently deliver dynamic content at every stage of the user’s journey.
Augmented Reality uses images or videos on top of reality, and Virtual Reality is a completely generated reality through using a head-mounted device. These capabilities have been slower to take off, but marketers will adopt them more this year, and use them to create unique and immersive experiences for consumers. Gartner reports that by 2022, 70% of enterprises will be experimenting with immersive technologies for consumer and enterprise use, and 25% will have deployed to production.
There's a great deal of pressure placed on marketers to be a creative, stay up-to-date on the latest trends and to continuously produce innovative ideas that generate revenue. Advances in technology continue to quickly change the marketing landscape, and leading organizations are staying on top of trends in data and analytics to come up with innovative approaches to stay in front of their competitors. The leaders of the future will be the visionaries and companies that can keep up.
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