It’s predicted that Artificial Intelligence will drive 95 percent of all customer interactions by 2025, with consumers unable to differentiate bots from human workers via online chats and over the phone. AI is just one of the technologies that will impact marketing for brands, but in the digital space, it seems new technologies and trends are always popping up!
When it comes to new technologies, it’s important to be ahead of the curve when adopting trends. Read on to learn about 5 new marketing technologies that are guaranteed to impact the marketing space in 2019.
A few years ago, Alexa was born. No, Alexa isn’t a person, rather, she is Amazon’s voice-controlled "personal assistant" who can perform various tasks for you (like telling you the weather or creating your shopping list) and control various systems within your household, like turning off your smart lights. In addition to Alexa, competing technologies produced by Google (Google Home) and Apple (Siri) have made their way into homes at a viral rate.
In 2017, 13% of households in the United States owned smart speakers and that number is expected to reach 55% by 2022. This tells us that voice search is certainly taking a strong hold and is only going to become more common in the future.
Why is voice search valuable to you and your business?
Given the rate of adaptation and growth of voice search technologies, experts predict that by 2020, 50% of searches will be using voice search technology.
When you consider the fact that 1 in 4 shoppers used voice assistants in their holiday shopping during the 2017 season - there’s a higher chance than ever before that people will find your website by voice search in 2019, with the added incentive that $40 billion in sales will be attributed to the introduction of voice commerce sales!
Today, Google added a microphone to the Google.com search field on Android phones to enable mobile web voice search. It’s an interesting move given that users could already do voice search on the mobile web, with the Android keyboard microphone.
Beyond the microphone icon inside the search box, the major difference — a significant one — is that users will hear a spoken response now with Android mobile web searches rather than simply get a set of “silent” results. This voice response may encourage people to undertake more searches while their eyes are occupied, such as when they are cooking or driving.
So what does this mean for your business? It places importance on having a strong SEO strategy to ensure your website can be found by these search engine driven voice assistants.
Have you ever performed a Google search for news on a mobile device, and noticed a carousel of articles presented at the top of your search results? If you’ve ever performed a search on a mobile device, chances are, you’ve encountered an AMP. AMP basically refers to the practice of creating and optimizing web pages across platforms and devices.
Accelerated Mobile Pages aren’t new, but only a small segment of websites have fully implemented it. Since its launch in 2015, the technology has continuously improved. AMP is an open-source project with the goal of rendering mobile website content almost instantly. Google has been the biggest sponsor, but it’s also been adopted by the likes of Bing, Twitter, and Pinterest.
We all know that Google has been pushing faster loading web pages for quite some time now. Page load speed on mobile devices has now gain relevance and become an important ranking factor, in addition to lowering bounce rates and improving user engagement. It also improves the overall experience for the visitor, which can lead to more purchases and revenue for your business. We’ve seen strong data that correlates AMP to web pages loading twice as fast, and up to a 20% increase in sales conversions on e-commerce sites when using mobile.
Accelerated Mobile Pages utilize AMP HTML to optimize specifically for mobile devices. This often includes adjusted formatting, design elements being simplified, and select features being removed entirely, which dramatically improves load times.
Why is AMP potentially important to you and your business?
The speed of your page really matters to potential customers. If your pages don’t load quickly, the person may abandon the session. When you your pages and ads are published using the amp format, it ensures that pages load instantly, and users are given a smooth, engaging experience no matter which device they are using.
There is strong data that correlates AMP to web pages loading twice as fast, and up to a 20% increase in sales conversions on e-commerce sites when using mobile.
AMP helps to improve the overall experience for the visitor, which can lead to more purchases and revenue for your business. We’ve seen strong data that correlates AMP to web pages loading twice as fast, and up to a 20% increase in sales conversions on e-commerce sites when using mobile.
In the current mobile-first indexing era, AMP will certainly be getting even more relevant as time goes on. Another great case study is for the website Trillist. When they converted over 90% of their web pages to an AMP version, they saw a 70% improvement in organic search traffic to their website – 50% of which was attributed to the AMP implementation. When done right, the results can be dramatic.
Our last blog was about how you should start using chatbots for your ecommerce business and we’re not done singing their praises. Chatbots are a form of AI, essentially it's a computer program designed to simulate conversation with users across digital platforms. Small businesses can employ chat bots on their websites to respond to customer inquiries and they can service more than one person at a time, a great bonus to small businesses.
Why should you be using chatbots/AI?
They are simply becoming so pervasive that if you’re not using one, your business is lagging. According to eMarketer, more than 1.4 billion people used messaging apps in 2016, and more than 25% of the world’s population is expected to use it this year. As online shopping becomes more and more simplified, your business wants to create the best online shopping experience possible and 29% of people would prefer to contact retailers via chatbot when making a purchasing decision.
Why are chatbots poised to become an essential ecommerce component?
Put simply, chatbots have the potential to increase your sales. How do they do this? Take Pizza Hut for example. When interacting with their chatbot, customers can order pizza for delivery or takeaway from Facebook Messenger. Customers who take advantage of the feature have the ability to reorder their favourite pizzas, see current special offers as well as pitch additional menu items to the customer prior to checkout.
AdLingo is a platform that has introduced conversational display ads. Using Google's AdLingo, companies are able to serve an ad wherein the customer is able to make a purchase without having to navigate to the website. This way, you can serve the product and convert the customer without leaving the platform!
According to their website, AdLingo allows you to do the following:
What is the potential value to a small-medium sized business?
This advertising method is brand new. However, the conversational ad offers a high level of user engagement and a highly interactive experience, favoured by 69% of customers.
Who is using AdLingo?
Kia is a pioneer when it comes to AdLingo. Kia leverages AdLingo to let customers browse inventory, determine trade-in values, and make appointments with salespeople. The ability to accomplish all of this on an ad platform helps to contribute to top-funnel activity.
Augmented reality is an interactive experience of a real-world environment where the objects you encounter in that environment are augmented by a computer-generated image. Likewise, virtual reality is completely artificial environment, created by software, and both are beginning to take hold of the marketing industry.
For example, Sephora has developed an augmented reality for customers, allowing visitors to their site “try on” different products by uploading a picture of themselves to the website. As more and more companies develop AR and VR software, it will become more and more prevalent.
Wondering what the difference between the two terms are? We've got you covered.
Augmented reality adds digital elements to a live view often by using the camera on a smartphone. You’ve likely added a face filter to an image of yourself on Instagram or snapchat. This would be a perfect example of augmented reality technology.
Virtual reality implies an immersive experience that shuts out the physical world, using VR devices like HTC Vive, Oculus Rift, or Google Cardboard, users can be transported into a real-world or imagined virtual environment.
What can AR/VR technology do for my business?
AR/VR can assist many verticals in displaying what the client can expect. From what granite countertops will look like in your kitchen, to what Botox can do for your forehead. AR in particular has become a key ingredient to experiential marketing and is a means to closing the loop between print and digital.
Who is using it?
One of the early adopters of AR is Ray-Ban. They have most recently used AR to let consumers try on different styles of sunglasses through an Instagram sponsored post with the ability to purchase directly. It’s not an exaggeration to say that AR/VR have the potential to increase ecommerce sales drastically.
With regards to the current digital marketing landscape, it really would appear that sky’s the limit. The shift in technologies many times come from a shift in user behaviour, so we encourage you to only explore new technologies and trends that will impact your business and industry. If you'd like to explore the options when it comes to expanding your own suite of marketing strategies, MarketTap is here to help! Get in touch by filling in the form below.