Recent years have already seen the emergence of marketing innovations. These include:
- The use of artificial intelligence. Chatbots, characterized by their personalization, are replacing familiar website messages. Marketers are beginning to adopt online consultants such as Intercom and Drift for better customer service.
- Message Personalization. With Account-Based Marketing (ABM), it’s possible to create messages for each person individually, tailored to their interests. With the help of platforms like Adobe and Optimizely, marketers customize social media ads for the customer in the form of a specific piece of content.
- Using blockchain. Using the adChain platform will make it possible to place ads on sites that do not use fraudulent schemes.
- Integration of marketing activities into the human life cycle. Its purpose is to create a guided contact or communication strategy using personalized appeals and retargeting to support future and present customers on their path to making a purchase.
- Using messenger as a communication channel. For example, PizzaHut uses in this way an app for restaurant reservations, IKEA uses messengers to study its target audience.
- Marketers develop content for augmented reality. With the introduction of the iPhone 8 and iPhone X, augmented reality is being actively explored. Marketers are beginning to work with sponsored and branded AR content.
- Commercials inside unmanned cars are a new channel of interaction with the customer. Car owners will now be able to consume content while driving, familiarizing themselves with ads in the car.
- Application of predictive analytics. A tool like Infer “scans” web pages with just an email address and determines readiness to buy.
- Using BigData to determine customer wants and needs.
- Drones are the new marketing communication channel. The new concept of drones should be understood as advertising floating in the air.
Specific marketing discoveries are likely to occur that will yield results due to the fact that technology and consumer desire are rapidly changing.
