The digital era is fascinating and continuously evolving. Who would have ever thought that we could have virtual assistants like Siri and Alexa? Cryptocurrency, online shopping, googling, video chatting, and texting are terms that have been added to our daily vocabulary. There is no doubt that the digital era has changed our way of thinking, working, interacting, shopping – you name it!
Technology eases our personal lifestyles, but what about business? The impact of technology on businesses goes from increasing revenue to influencing company culture. Like the marketing field, technology is ever-changing and shifting toward new trends. Some of today’s main technology trends are AI, Chatbots, and Voice Search.
In the past, consumers have disapproved of the idea of Artificial Intelligence due to misinformation and fear of the “unknown.” An example of society’s previous perception is presented within endless movies based on the idea of people unable to control the AI they created. Today, most consumers welcome the idea of AI and are motivated to try new devices and ways of interacting. Artificial Intelligence or “AI” rests in the ability of a machine to make rational decisions. AI can analyze customer patterns and offer guidance or overall solutions. AI also optimizes processes, creates predictions, and avoids threats, leading to a smarter and healthier business. A successful business is the one that not only offers the best solutions but is also the one able to effectively deliver and meet customer demand. AI helps reach this goal.
A Chatbot is programmed to aid customers with their needs utilizing human-like conversations with users. People have become more comfortable with the idea of chatting with a machine and completing their tasks quickly, instead of waiting on hold when calling customer service. Chatbots are found within most business websites that provide either products (such as online stores) or services (such as health or educational institutions). Customer-facing agents can work on more complex issues while Chatbots handle the less-complex. These types of technology benefit both businesses and consumers, as it reduces time usage on both ends. Thanks to their efficiency, Chatbots not only improve the B-C relationship but also help businesses stay on budget. Chatbots are a great tool to add to marketing strategies as customers can be reached in more direct and personalized ways. Many businesses are implementing AI technologies because automation is key during the digital era.
It is clear that Chatbots may not provide the same customer experience as another human being, but for business purposes, Chatbots bring significant advantages to the table. Typing with a Chatbot is great, but what about verbally speaking with it? Voice Search allows consumers to give voice commands. Voice Search is becoming widely popular as it is continuously featured in the media. It is a great tool to implement as more and more consumers are eager to use it. From a marketing perspective, the right SEO should be implemented to effectively reach Voice Search users. An important thing to consider is that most voice searches happen through mobile devices. Step one of entering the Voice Search world is having a mobile-friendly website for your business. Mobile devices are where Voice Search is most frequently used; however, businesses must also be aware of the growing popularity of smart speakers and TVs.
As marketers know very well, it’s all about disrupting the market. In this case, the idea of “new devices only attract younger generations” is deceptive. Surprisingly, rising technologies such as AI, Chatbots, and Voice Search attract different types of consumer segments. This is one of the many reasons why businesses must be on the lookout for technological trends. If a business wants to be ahead of the competition, it must not only be aware of the trends but implement them ahead of everyone else.
Veronica Scarlett Lopez Martin is originally from Caracas, Venezuela. Scarlett graduated in May 2018 from The University of Tampa with a Degree in International Business and Marketing. She currently works at CenturyLink as a CSM-Customer Support Manager within the strategic enterprise and government markets division. She is a blogger for the AMA Tampa Bay, with a background in marketing and technology.
Connect with her on LinkedIn.