From the perspective of technology, 2020 was a year of revolutionary adoption. The COVID-19 epidemic prompted marketers to experiment with the technology they would never have explored otherwise, from video conferencing platforms to chatbots.
Technologies might take a while to reign over marketers when the globe reopened in 2021. We’re unsure if they’ll be long-term components of a new routine or temporary adaptations to lockdown life.
Nobody can predict with certainty what the future of marketing will look like. However, experts may offer their thoughts and projections on opportunities that may become available in the following years.
4 Impacts of New Technologies on Marketing:
At a high level, we can see that new technologies affect marketing in four broad, linked ways. New technology, in particular,
- VR/AR Content Smart Bidding
- Chatbots
- Voice search
Remembering that different technologies may perform these numerous jobs concurrently and to differing degrees is vital.
AR/ VR Content:
Augmented Reality (AR) and Virtual Reality (VR) are technologies that connect the digital and physical worlds. They enable you to visually absorb information and material like the rest of the world. AR significantly increases the ways our gadgets can assist us in daily tasks such as looking for information, purchasing and expressing ourselves. Virtual reality allows you to feel what it’s like to be anywhere, from the front row of a concert to faraway planets in space.
VR campaigns have been making headlines in marketing technology for quite some time. Adidas, for example, developed one in 2017 that allows users to track two mountain climbers in real-time. Incorporating augmented and virtual reality into advertising campaigns appeals to people’s desire to value the shopping experience over the price of the goods.
Smart Bidding:
Smart Bidding is a part of automated bid techniques that employ machine learning to optimize conversion value in every auction—this is referred to as “auction-time bidding.” Innovative Bidding tactics include target CPA, target ROAS, maximize conversions, and maximize conversion value.
Smart Bidding provides three Major Advantages in Addition to Machine Learning Capabilities:
- Various signals are used to adjust bids to a person’s specific situation. Device, location, time of day, remarketing lists, browser, language, and other factors are among them. Find out more about bidding signals.
- You may define performance objectives using flexible controls to drive bidding performance and optimize search bids to your preferred attribution model.
- Transparent data and status update to assist you in testing how effectively Smart Bidding works for you and understanding what’s going on behind the scenes of your bid strategy.
The idea of automatic Bidding on Google Ads eliminates any conjecture and guesswork, allowing advertisers to achieve their goals more efficiently. Google analyses all data and adjusts bids to increase efficiency and campaign effectiveness.
While automated Bidding is not new, Google has recently made significant progress.
Chatbots:
Chatbots are software programs that employ artificial intelligence and natural language processing to comprehend what a human wants and direct them to their intended goal with as little effort as possible from the end-user. As if you had a virtual assistant for your consumer touchpoints.
There’s no disputing the hype surrounding automated chatbots in recent years. Whether you think chatbots are a fleeting trend or believe they will change how people communicate and engage, their impact on online experiences is significant. And it is quantifiable.
Today, when we use technology, we demand answers immediately and expect them to be correct with humans until a certain threshold is reached. Thus forward-thinking companies have turned to chatbots for assistance:
- Increase their website conversion rate
- Increase the number of qualifying leads.
- Reduce Customer Loyalty
Voice Search:
With the development of voice search and Google’s new mobile-first index, which bases ranks on the mobile version of a site rather than the desktop one, businesses must adapt to the shifting digital world. Exact match domains and other black hat SEO methods will no longer suffice. Voice search enhances the search engine user experience faster and more conveniently. It also provides more accurate results to imply that if your website content is adequately optimized (especially for mobile use), your company may be the first a digital personal assistant advises.
Voice search is now more mobile than ever. Google’s voice search is constantly extending its language support. It is currently available on mobile devices in over 100 languages.
Advantages of Optimizing your Website for Voice Search:
- Higher rankings: Voice search results often rank in the first three spots on search engine results pages (SERPs). Optimizing your content for voice searches gets more visitors.
- Higher revenue: More visits equal more conversions, and more conversions equal more income. It’s just basic math.
- Higher authority: When you start ranking for voice searches and expand your audience, you raise your website’s authority.
However, for it to perform correctly, you’ll need optimized content and voice search SEO. As always, keywords are crucial.
Conclusion:
New marketing technology developments influence how managers plan, execute and monitor campaigns. They help you define your target group more accurately, identify a means to connect with a prospective consumer, and spend advertising dollars more efficiently by utilizing new platforms and benefits.
Resource:
https://www.unboundb2b.com/blog/b2b-marketing-trends-blog/flourishing-technologies-for-marketing/#
https://journals.sagepub.com/doi/10.1177/00222429211061636
https://www.drift.com/learn/chatbot/
https://blog.searchmetrics.com/us/seo-strategy-voice-search-and-its-impact-in-2021/
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Wherever any material is quoted as sourced from the published text with publishing rights vested in an individual, it is stated that it is a pure quotation and has no intention to claim it as our own.
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