Modern marketing sends the customer on a journey that takes him from touchpoint to touchpoint, i.e. from one encounter with your company to the next. It is helpful if you have a sophisticated marketing plan that picks up your customers where they prefer to move – and scores with lifestyle and modernity.
In order for your marketing department to work in a modern way and on the other hand in a degree-oriented manner, you will learn in this article about 5 promising marketing trends for the multimedia customer journey and its efficient preparation and follow-up. These sometimes smaller, sometimes larger trends often work best in combination.
Big data is when large amounts of data are generated in a short time and are heterogeneously composed, for example from video recordings and database entries. There is no normalized amount for the term, about 10 terabytes of data are considered the lower limit. Big data has the property of not being analyzable in the usual way. It requires a combined evaluation in order to draw useful conclusions from the data. Governments and social media companies often collect and use big data.
Big Data in Marketing
Big data is a source of information of unusual depth for marketing. If you succeed in deciphering the data of your numerous customers with their diverse activities, you can anticipate trends, identify customer wishes and read interesting facts about touchpoints individually. This requires statistical expertise and the use of artificial intelligence. When you meet the challenge, this commitment becomes a competitive advantage. Big data is a very extensive topic, as the book Big Data in Marketing shows.
AI refers to computer programs that learn independently from experience and check information for relevance. Algorithms improve by comparing results. In principle, AI mimics the human brain. Artificial intelligence is used, among other things, in medicine and research. Ai shows its strength especially in dealing with large amounts of data. All workflows that occur frequently benefit from the advantages of AI. It is the handling of complexity that makes AI so valuable, not its strategic quality.
That is why a distinction is made between strong and weak artificial intelligence. The weak variant already accompanies us through everyday life, lets chatbots speak human-like and evaluates medical examinations. Strong intelligence is what novelists and screenwriters have always provided material for their works: an artificial being with its own consciousness.
Artificial Intelligence in Marketing
Artificial intelligence enables you to have your customers speak to you as a collective, so to speak. When different customers use a product and highlight this article through interpretable actions such as returns or technical inquiries, patterns are created. It is these patterns that allow marketing to understand what is going on in the market.
A common data source is the customer relationship management program, in which your employees record when which customer expresses himself in which mood about a product or a business transaction. But artificial intelligence can also capture the emotions of a speaker on the phone who politely formulates but withholds anger – or analyze the facial expressions of customers in the queue in front of a checkout, thus clarifying how long customers are actually willing to queue for your merchandise.
Augmented reality is when everyday life is digitally supplemented. For example, a doctor wears glasses. Their software recognizes which additional information should be displayed in the field of view to make work easier. This form of supplementation is also provided by other items such as cameras and smartphones. In the leisure sector, sports broadcasts can be extended, for example, by distance information for football free kicks.
Augmented Reality in Marketing
With augmented reality, you can enliven your products. A barcode on the packaging can be scanned on the smartphone by an app, and product information such as recipes for a cheese runs across the screen. This ensures a low-threshold retrieval of content available online. Accessibility is important to retain customers.
An important application in marketing with augmented reality is the fusion of the product with the customer and his world. The customer sees himself on the screen with glasses from the online catalog. Or the walnut sideboard from the offer as part of his living room.
AR is a key technology when it comes to the interactivity of product and customer.
In addition to the practice-oriented applications, there are event-related applications in which large displays represent customers with one product – for the spectacular brand appearance with xxl budget.
Influencers are players in social media. On Facebook, Instagram and other media, they collect followers through regular activities (posts, raffles, etc.), good looks and charisma. Influencers with a large following are called macroinfluencers, they sometimes have star status and often earn their living with it. Microinfluencers, on the other hand, have a smaller number of followers. However, the microinfluencers are characterized by gathering particularly interested followers around them.
Microinfluencer and Marketing
For your marketing, microinfluencers are a good choice if you sell products that make eyes shine: game consoles, individualized camping trailers, conservatories …… Microinfluencers are perfect for such products because their followers are more engaged in the topics and sometimes occupy niches very well. They are less about personality cult and more about content – and that’s good for sales.
Your social media manager can work with the microinfluencers focused on their content plan, which won’t always be possible with a social media star. In addition, microinfluencers are cheaper than macroinfluencers. These are important advantages for marketing.
Podcasts are audio and video recordings posted on the Internet that are produced serially. In today’s multimedia world, it doesn’t cost much to make podcasts at least semi-professionally. Podcasts are suitable for entertainment as well as information, for private as well as professional.
Podcasts and Marketing
With podcasts, you have a direct line to your customers. Do you run a hardware store? Provide tips for the interior design of the bedroom in winter, in summer a guide for the birdhouse in the garden. Be seasonal. Always be present in the customer’s life by having professionals produce valuable content. Podcasts are an essential part of a content strategy because people especially like to watch videos or listen to audios. Influencers from the Internet can be integrated as well as celebrities from radio and television. It is also possible to buy into existing podcasts as a sponsor.
The mentioned 5 technologies and trends reflect the current state of digitization. Your customers experience them at countless touchpoints that connect them to your company. Today’s multimedia-oriented customers are happy when companies accompany them on their way. A podcast on the way to the office with important content for everyday work or life with a pet, that’s an information snack for the S-Bahn. Sometimes it happens quietly and secretly when the customer reveals something that only the AI in the background understands, but not the call center agent on the phone. Today’s marketing manager uses all the possibilities that these technologies offer him.