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7min542

Each year, analysts predict trends that will determine the course of the advertising, media, and digital industry in the near future.

Year after year, we see the same predictions about the importance of video content, new approaches to SEO optimisation, growth of mobile internet penetration, and related advertising tools. However, it seems that a lot is going to change in 2019. So let’s take a closer look at the new revolutionary solutions and approaches that are going to shake the market this year.

1. Personalised marketing

Personalisation is a key trend in many business areas. The idea of ​​delivering a personal message to the client, taking into account the characteristics of his or her behaviour, personality, and sociography is not new. However, such an approach becomes a reality thanks to the introduction of artificial intelligence (AI) technology. Even if a person uses hidemyass, it will be still possible to track his online actions.

The love of marketers for digital is largely due to the possibilities of fine-tuning the targeting for advertising, but now more advanced personality recognition mechanisms are being tested. Thus, Amazon uses AI-based solutions that combine user data from various sources, such as transaction archives, trending sales, competitor information, CRM data, and information from social accounts. At the latter point, the machine predicts the desires and capabilities of the user. As a result, a company is able to formulate and prepare a 100 percent personalised offer, which will hardly be refused.

2. Voice services

There are some technologies that burst into our lives suddenly. Voice assistants are one of them. At first, users limited themselves to comic dialogues with smartphones; with time, they began using voice assistants for their intended purpose. Siri, Google Now, Alice, Amazon Alexa, Cortana, and others teach users to use the voice dialogues with the software. Markets are saturated with Voice Search Tools, Amazon Echo, Google Home, and others.

According to NPD Group, by the end of 2019, sales of ‘smart speakers’ will grow by 50 percent, and the market volume will reach $2.7 billion. This technology is in the trend of marketing integration with services and applications for delivering food, calling a cab, searching for the right locations, and other things. Just like vpn services were popular a few years ago, voice assistants are on the peak now.

3. Communication automation & chatbots

According to Gartner, 85 percent of user interactions with companies will occur without human participation by 2020. Nowadays, many companies use chatbots in social networks and instant messengers to simply communicate with their audience. In the future, scripts will become more complex, and the bot will be able to imitate a live seller or manager, saving companies’ resources.

4. Augmented reality (AR)

According to the estimates of the Harvard Business Review, global investments in the development of the AR sector will exceed $ 60 billion by 2020. The research centre MarketsandMarkets states that market growth will exceed 75 percent over the next five years. In 2022, it can reach an estimate of $120 billion.

The largest technology brands have seized upon this promising technology because it is extremely interesting to the end user and does not force it to acquire new products. Everything works on your favourite smartphone. AR is used in education, medicine, and, of course, marketing solutions, especially in a retail segment. The investment volumes are impressive, and we will see a lot of interesting consumer variations using augmented reality in the coming year.

5. 5G

Standards for deploying fifth-generation mobile networks are still in development, but individual elements are being tested by operators around the world. 5G networks will create new opportunities for users, such as the Internet of Things (IoT), as well as broadband media services and real-time communication in areas of natural disasters or mass events.

Final Say

According to many experts, we are now entering the era of digital technology, which will mostly depend on the introduction and development of artificial intelligence (machine learning) and all the consequences associated with it. The incredible development of the digital environment over the past ten years (social media, improved search technologies, the AppStore, and PlayMarket, cybersecurity, streaming video, etc) will not slow down, but go to a new level.

In 2019, marketers will need to prepare for constant experimentation with new technologies. Only a continuous stream of testing new ideas will allow you to be on the success wave.


Ryan FalkenbergRyan FalkenbergMay 7, 2019
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6min528

Ask the leadership of any reasonably-sized company what technology they’re looking to implement and they’ll almost invariably mention artificial intelligence (AI).

In theory, that’s great, because AI has the potential to fundamentally change the way a businesses operates and creates a great Customer Experience. The longer the business uses an AI application, the better the experience should get. Given enough time, the system can collect enough data on each individual customer to provide meaningful, hyper-personalised experiences.

Implemented badly, however, AI can be a total disaster. Rather than feeling like the business they’re dealing with cares about them, they’re left with the impression that customer service has been handed over to a bunch of dimwitted machines.

Let’s talk about chatbots

The easiest way to illustrate how varied the AI experience can be is to look at chatbots. They’re the kind of front-facing AI that more companies are using and which an increasingly large body of customers are familiar with. Trouble is, most companies are terrible at implementing chatbots.

Apart from a few forward-thinking exceptions, companies tend to put a chatbot on their website in the hope that that it will learn from each interaction it has with a customer and that its answers will become more nuanced over time. They also operate in the belief that customers will tell the chatbot when it’s wrong, helping to train it further (hands up if you’ve ever done this willingly).

That would be great…if the chatbot was actually equipped to do so. However, for the most part, chatbots are simply going through the company’s existing knowledge bases and serving you with a document (or, in the worst cases, multiple documents) to try and help. It’s essentially a slightly smarter form of search.

As anyone who’s tried to use the search function on a corporate website will tell you – that’s not particularly helpful, especially when you’ve got a specific query. Let’s say that I want to know if I can insure my sunglasses. I don’t want to have to scour through insurance agency documents to try and figure out the answer. I just want the answer.

Contextual, hyper-personalised, relevant

As long as chatbots rely on a flawed architecture that depends on the existence of relevant documents containing the needed information, they won’t be able to provide that answer.

If you’re going to use AI to improve CX, you need to take a different approach. If you want to operate in the digital era and want to drive logic through data then you need to start it in data. That means looking beyond your existing documentation and CX architecture and integrating insight into customer behaviour across digital and offline channels.

This approach will, ultimately, allow you to offer customer support that is hyper-personalised, relevant, and compliant.

A chatbot built on this kind of framework understands what you’re asking and can answer specific questions according to what you actually need. While that’s just one small part of CX, anyone who’s cursed a company for failing to provide useful information, will know how important it is.

The aim of AI

That said, this approach shouldn’t be limited to chatbots. Consistency – in style, tone, and content – is one of the most important factors in successful CX.

It’s therefore imperative that any organisation turning to AI to improve CX apply a data-first architecture across every customer-facing channel. So, whether I make a query using a chatbot, the search function on a website, or a call centre, I should get the same – relevant – answer.

However, if this is going to happen, businesses need to stop trying to bolt AI onto their existing architectures and take an approach that allows it to reach its full potential.

 




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