Without a doubt, last year was a watershed for the adoption of new technologies, as the COVID-19 pandemic accelerated the implementation of tools based on Artificial Intelligence (AI) for various business areas. In this sense, one of the most representative was marketing.
By 2021, if your company wants to be competitive, you should know that Artificial Intelligence is not a privilege or something taken from a futuristic story, but a key tool to generate effective communication with your audience.
AI will be the driving force for thousands of small, medium and large companies to send clear, simple and direct messages to their customers. The advantage of this technology is that it gives you a clear picture; that is, based on data, it generates statistical models that help your company make better decisions, while allowing you to better understand the market and your customers.
Knowing your consumers and offering them what they need will be of utmost importance for the businesses of the present and the future. The 2020 crisis made it clear that today more than ever customers are inclined towards those companies that are close to them and receptive to their demands.
The shopping experience will determine the decision of consumers. So if your company offers more and better personalized experiences, it will rank as one of the favorites. That is why it requires the impulse of Artificial Intelligence.
Thus, these 5 trends will be the key to success for any company in 2021:
Hyperpersonalization. Although personalization was key this year, by 2021 it is necessary to take the experience one step further and that your client always has the products and services they require at hand, quickly and easily.
Chatbots will continue to be effective tools to advise your customers throughout their purchase process, as they make each interaction a unique experience. In addition, they can offer additional products -based on their preferences and needs- to those they already have in the shopping cart.This increases the possibility that they will make a new purchase or that the average ticket will increase, since they have on hand what they I was looking for, suggests you based on sizes, styles, consumption habits, premises or based on your demographics. Chatbots, in an e-commerce environment, have to be indispensable for any successful e-commerce strategy.
This trend also involves getting your consumers the promotions and offers that match it. For example, if a customer has a preference for electronics, they may only pay attention to promotions and discounts where these items appear. It’s about getting the right message to the right person.
Identify unexploited consumption patterns. The use of tools such as big data and machine learning allow you to identify purchase micro-trends, which, although they seem very simple or not very relevant, have a great impact on sales.
The purpose is that you understand not only your market, but the behavior of your potential customers and consumers; In other words, if your company is a clothing company, you should be clear about what type of customers buy jeans more than corduroy ones, or which ones prefer jackets or sweaters.
This will give a more specific overview of what to communicate, in what way and to whom it is addressed. The analytical capabilities of Artificial Intelligence allow you to identify market correlations to launch more impactful and strategic campaigns.
Break the barrier between the traditional and the digital world. This sounds a bit ambitious, and it is. But as soon as your company is more clear about the importance of the digital world, it will focus its efforts on making its operations more efficient.
AI can help you synchronize the virtual world with the face-to-face; that is, to connect your inventories with your online catalogs, so that you always have availability of the best-selling products; or improve your logistics operations and communicate the shipping process with your customers. All this focused on improving the shopping experience.
Conversational commerce will be another of the tools that will help to bridge this gap, by offering your customers an improved and close experience, as well as having a personal shopping assistant who can know the interests of customers and is 100% available to them on the day and at the time required. You will no longer have to see what you want to buy on the sideboards, but you will enter virtual stores.
Targeted Marketing. As I mentioned before, marketing campaigns require more segmentation and planning to be truly impactful.
Consumers’ emotions impact the way they perceive ads, so the identification of these emotions thanks to AI will be key to getting them the right message at the right time.
Artificial emotional intelligence (AEI) is emerging as the next frontier for AI development, especially if your company has a more ambitious marketing goal. This technology is betting that in the coming years it will be able to influence the purchase decision of thousands of consumers to generate more efficient campaigns.
Omnichannel. Omnichannel will also be a trend next year, as channel approval has a positive impact on consumers. And in the digital world, the ability for your customer to be able, through different digital platforms, to continue with their shopping experience will be paramount.
Although the more communication channels your company has, the greater the chances that your customers will approach it, omnichannel allows this approach to be much more practical and simple for the user.
It should be noted that 2021 will be an interesting year for technology, and undoubtedly companies will bet heavily on the incorporation of new digital tools. It is enough to see what 2020 left us to know that what seemed very distant a few months ago, today is a reality.