Marketing, as a profession, has always been challenging. Only those who are innovative and think out of the box leave an indelible mark on the marketing firmament. With the advent of the internet and smartphones, the task of marketing has become even more challenging. In fact, Digital marketing is the child of the technological developments of the past couple of decades. Digital marketing grew as an industry that adapted itself well with the ever growing technology.
Just when we thought things had settled down, it transpires that two major technological advances have the potential to transform the digital marketing scene. One of these is the introduction of Voice recognition and the other is Artificial Intelligence (AI). It is in our interest to understand the impact of these two on Digital marketing in the years to come so that the knowledge and skills of Digital Marketing team can be upgraded through training to meet the new challenges.
Voice recognition is also a derivative of AI but there is a need to treat it separately because of its impact on the industry is discernible even today. With the Apps like amazon’s Alesa, Google Assistant etc, use of voice recognition to do all sort of chores is gaining popularity. It sets users’ hands-free to attend to other things (multitasking). Digital marketers have to figure out how to reach their target audience by these apps of voice recognition.
Maybe because of the facility of voice recognition, text reading is on decline. Digital marketers will, therefore, have to incorporate short videos to attract their prospects. We do not think, videos can fully replace texts and/ or audios but will be a potent tool of tomorrow.
Another important technological advancement is in the field is Artificial Intelligence (AI). AI has been around for quite some time now but its effects on digital marketing are becoming increasingly clear now.
One effect to watch out for is the process of machine learning. This is a process by which machines auto correct/ modify and update their algorithms from the data collected from the users without any human intervention.
Similarly, there are web robots and chat robots (Bots and Chatbots for short) that are gradually reducing customers’ interaction with a human.
Another area that needs attention is addressable TV advertising. By this technology, different advertisements can be shown to different viewers watching the same programme. By this one can reach out to the target audience at a comparatively lesser cost.
Omni-channelling or seamless marketing is another tool by which you can retain a customer.
Is your team conversant with these advancements? If not, then there is a definite need to ask them to upgrade their skills. This can be done conveniently with Ver. 2 of the eBook titled,’ Digital Marketing Pandect” launched by Digitant Talent Solutions (DTS). The eBook deals with the nuances of the emerging trends in digital marketing and will prove an asset to your team. You can get a preview of the book at Amazon Kindle.
In case you wish to have some consultations on the subject, please contact us. We have a team of dedicated digital marketing professionals with over a decade’s experience in the field that can help you out both on a long-term as well as on a short-term basis.