Marketing Tech Trends We Should Forget About in 2023 and Those We Will Replace Them With
The year 2023 will, by all accounts, be the year of artificial intelligence. Although it has been "out there" for a long time, it is only now becoming "mainstream" and part of our everyday life through various programs available to everyone. We are beginning to understand how different things would be without it, whether in a positive or negative sense. That depends on who you ask. Despite the fear of AI replacing human jobs, many are ready to give it a chance and use it to their advantage. What's the worst that can happen? As AI becomes "smarter" by the minute, it will certainly dictate the development direction of every societal segment, both private and business. Concerning marketing, AI's development has led to the abandonment of certain strategies that were previously successful, making room for a completely new approach to advertising and content creation. Automation, personalization, and interaction will play major roles in the year ahead, facilitated by AI tools. Therefore, get ready to ditch old tactics and embrace modern yet effective solutions.
In: Automation + AI
Out: Metaverse
Despite optimistic predictions, the metaverse hasn't taken off as desired, nor has it become a priority investment for many brands. Moreover, it remains unclear how such an environment could benefit marketing. On the other hand, artificial intelligence and machine learning have proven extremely useful, particularly in analyzing vast amounts of data to better understand target audiences. Thanks to AI, almost all processes can be automated, from user experience to budget management and content creation. AI assists with operational tasks, allowing marketers to focus on creating quality, creative content.
In: Personalization
Out: Generic Addressing
With the help of AI-collected data, personalizing messages to target groups and enhancing brand presentation has become much easier. To strengthen relationships with existing users and reach new ones, understanding the target group's habits and needs is crucial. Voice search options, smart assistants, chatbots, and other AI tools provide valuable insights. However, personalization relies on data, which can raise concerns about privacy and misuse. Brands must balance personalization with privacy protection to maintain trust with users, as 80% of them still expect personalized treatment.
In: Interactive Content
Out: Static Content
AI combined with personalized communication enables interactive content creation, which has gained importance over time. Quizzes, chatbots, online shops on social networks, clickable elements on websites, product videos, and reviews are ways to engage audiences. Brands are also exploring VR and AR communication to enhance user engagement and the brand experience. It's time to unleash creativity, as AI will handle the rest.
Text written for the Marketing mreža website by: Ivana Tomić, smartpoint adria Brand Specialist
Photo: Unsplash