Ready to apply these four tech trends to your marketing?

Marketers should investigate four emerging technology trends and how they affect customer data management and consumer privacy.

For brands, the early turmoil of the pandemic is easing if not gone, but soaring inflation, talent shortages and lingering supply chain challenges continue to upend marketers’ best plans.

Against this backdrop, marketers are trying to balance proven, personalized campaigns with the fresh digital experiences that differentiate their brands.

In contrast to our new customer acquisition strategy in 2021 and early 2022, for the remainder of this year and next year we will focus on cross-functional data to improve the customer experience (CX), drive conversions and ensure retention. Emphasize a more holistic view of the customer to consolidate.

New to this year’s Gartner Hype Cycle for Digital Marketing are four key technologies that help marketers refocus on unifying customer data to drive innovation. Generative AI, Emotional AI, Customer Digital Twins, and Customer Data Ethics.

Here’s how digital marketing leaders incorporate these key technologies into their strategies.

Generative AI: Determining Early Marketing Use Cases

Generative AI is a disruptive technology impacting content development, CX enhancement, and synthetic data generation. Learn from existing artifacts to generate new realistic artifacts (video, audio, etc.) that reflect the characteristics of the training data without repetition.

Despite the depreciation of third-party data, companies still have the responsibility of delivering strong CX and influencing customer decisions. Generative AI helps marketers identify key characteristics of their customers and target them using custom her content in a privacy-compliant manner.

In fact, Gartner predicts that by 2025, 30% of outbound marketing messages from large organizations will be synthetically generated.

We are seeing generative AI take hold in digital commerce. For example, a brand can generate an image of a person to allow customers to virtually try on clothes and makeup. Avatars and virtual influencers can also engage with customers and provide customer support on social media and the metaverse.

Obstacles to digital marketers’ use of generative AI include potential government hurdles to limit relevant research and the unfortunate reality of the technology being used for deepfakes, fraud and disinformation. increase.

What Digital Marketers Can Do Start by researching how generative AI technology can help your industry and determine the initial marketing use cases where you can rely on purchased features and partnerships. Document the opportunities that synthetic data can present in terms of driving data monetization and reducing the cost of data acquisition.

Related article: Invest in people if you want to succeed with artificial intelligence in marketing

Emotion AI: Exploring Vendor Capabilities

Emotion AI uses computer vision, audio/voice input, and more to translate behavioral attributes into human emotions, enabling marketers to better personalize digital communications. It’s part of a larger trend we’re calling “influence engineering.” It seeks to learn and apply behavioral science methods to automate the elements of the digital experience that guide user choices at scale.

Emotions play an important role at every stage of the customer journey. Access to sentiment data provides insight into motivational drivers that can help you test and refine content, tailor digital experiences, and build deeper connections between people and brands.

By 2024, 30% of marketers will use emotion AI, up from less than 5% today. However, privacy concerns remain Many use cases, especially in live situations (versus lab/research environments). Hesitations and potential biases in the manipulative power of algorithms that recognize emotions are also prevalent. To avoid bias when using facial expression analysis, the model should be retrained in different regions to detect nuances due to different cultural backgrounds.

Source link