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The Impact of Digital Technologies on Marketing

Advanced technologies, such as artificial intelligence, automation, and virtual reality, are driving the growth of the digital marketing industry. They are changing the way marketers do business and build marketing strategies.

With digital technologies, businesses can increase marketing consistency, maximize brand awareness, and build stronger relationships with their target customers.

Here is how digital technologies impact marketing.

Enabling Personalization

Personalization is the nerve center of your digital marketing strategy. According to research studies, customers are willing to pay more for targeted content and services. 

With new technologies, achieving personalization at every touchpoint is easier than ever.

Many ecommerce brands use artificial intelligence and machine learning to collect customer data. They track visitors’ browsing patterns, purchases, and product views to provide more relevant user experiences. 

For example, based on a customer’s previous searches and purchases, Amazon provides relevant product recommendations. This strategy increases users’ time on the page, minimizes shopping cart abandonment, and maximizes user retention.

Email list segmentation is another effective strategy to use. Rather than sending out a generic email newsletter to everyone, many brands break the email list down into narrower segments. You can segment email recipients based on various criteria, including their gender, age, geolocation, interests, content preferences, previous purchases, problems, etc.

Providing Consistent Customer Service across Multiple Channels 

Today’s customers are tech-savvy. They combine various devices and marketing channels to find new brands, communicate with them, and make purchases. That eliminates strict boundaries between digital and traditional marketing.

With the rise of advanced technologies, such as IM tools, voice search, chatbots, and social networks, the importance of building an integrated marketing strategy has grown. It centralizes disparate marketing operations into a single interconnected approach. Most importantly, it increases brand awareness and provides consistent user experiences across all online and offline marketing channels. 

A perfect example of an omnichannel marketing strategy is Starbucks. Namely, they have a rewards app that allows you to check and reload your loyalty app via your phone, website, app, or in-store. Above all, you get updated about any changes to your card in real-time.

Many brands invest in AI technologies to provide omnichannel shopping experiences. For example, Lyft uses an AI chatbot to help users request a ride more conveniently. 

Fashion brands rely on Instagram shopping to boost product reach and maximize sales. For example, Instagram allows you to create ads with product tags and create shoppable posts. That way, users can discover your products and make purchases without leaving their favorite app.

Automating Marketing Tasks

Building a marketing strategy is not all roses. Apart from its creative aspect, there is a wide range of manual and repetitive tasks you need to take care of. Fortunately, you are not all alone. Today, you can automate most of your business operations, and marketing is no exception.

With a wide range of automated digital marketing tools, you can streamline the majority of marketing processes.

One such example is digital marketing analytics. Any digital marketing team has a set of analytics tools to measure the performance of their email marketing, website, PPC, social media marketing, etc. Fortunately, with digital marketing reporting tools, you can centralize all analytics tools under a single platform. 

Also, you can automate content scheduling. For example, social media management tools allow you to schedule social media posts. That way, you increase content consistency and improve the exposure of your social media posts. 

Gamifying User Experiences

Gamification goes hand in hand with UX personalization. It increases user engagement, boosts brand memorability, and builds stronger relationships with your target audiences. 

There are many examples of gamification in digital marketing. 

For instance, Sephora combines artificial intelligence and virtual reality to personalize user experiences. On their website, users can virtually try on different products before purchase online.

Interactive content, such as quizzes, is another effective way to boost user engagement. Users love quizzes because they are a fun way to learn more about the perfect products for themselves. They answer several brand-related questions and, based on their responses, the software recommends a perfect product for them.

Digital Technology is the Future of Marketing

Marketing technologies are growing at an astonishing rate. 

From increasing brand visibility and personalizing user experiences to automating marketing tasks, MarTech is making an immense impact on the marketing field. 

It facilitates marketers’ lives by streamlining menial tasks and allows them to focus on more creative aspects of their jobs. 

Above all, it allows brands to build stronger and consistent user experiences, drive sales, and inspire customer loyalty.

How do you use digital technologies in your marketing strategy?

Eve Anderson is a marketing specialist turned blogger. Interested in sports and exciting travel destinations. Love to share content that can inform people.

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