Digital transformation is a hot topic for businesses looking to adapt to evolving customer attitudes. Seventy-five percent of customers expect companies to use new technologies to create better experiences.1 More and more companies are embracing the latest tech to streamline processes, operate more efficiently, and improve customer interactions. In fact, you may already be making these types of changes at your business.
But what can they do for your marketing? The opportunities to take advantage of digital advancements go beyond just going paperless and using cloud-integrated software like Office 365. The key is using data to deepen your understanding of your customers’ expectations. Then provide meaningful digital experiences to help foster a personalized relationship with them.
Data-driven marketing technology
Shifting from “how it’s always been done” can be challenging, but it’s important to always look for new ways to grow with digital. Emerging technology, like automation and artificial intelligence, can impact both how your business runs and how you engage with consumers at every step of their journey. However, these technologies are only as good as the data you feed into them, and more is not always better.
Whether it’s building an email list through gated content or sending surveys to your current customers, there are many ways to gather the data you need about your audience. Focus on collecting a limited number of key data points, then leverage these technologies to identify new and better ways to engage with your customers.
Ideas for automating your marketing
Automation can be used to improve the customer experience by remembering orders and recommending other products or services. It’s what your customers want; 64% expect tailored engagement based on past interactions.1 To take it one step further, you can use automation to retain your customer’s preferences and previous contact with your business. This way, all of your reps have the same information, regardless of whether they’ve talked to the customer themselves.
AI helps customers – and you
Artificial intelligence (AI) has been used as part of chatbots on websites and other customer service interactions. Like automation, AI is getting better by the year (sometimes by the day!). With AI and machine learning, it’s possible to anticipate your customer’s wants, needs and next steps. Smart technology, like speakers and wearables, can all serve up AI-powered responses to your customer’s questions, giving you the opportunity to engage at multiple touch points in their journey.
A digital transformation doesn’t just have to be internal. By adopting an innovative mindset for your marketing, you can be prepared for changing customer habits. And don’t be afraid to engage with your customers – they’ve come to expect it, after all. Your ultimate goal should always be to deliver information to customers at every step of their journey. As long as you leverage data to understand how, where and when they want a connection, you’ll be set for success.
1. Salesforce 2019 State of the Connected Customer.