1. Learn how chatbots are changing our conversations.
Chatbots are a major game-changer that improves real-time, 24-hour engagement with consumers. Advances in artificial intelligence and programming enable chatbots to answer customers' queries. The responses make sense because they're all based in data on how the human brain works. A chatbot essentially is the sales associate who never sleeps and always is ready with a prompt reply.If you own an iPhone, you have a chatbot in your pocket: Siri. Apple's mainstream chatbot uses voice recognition, a preset script and deep-learning neural networks to accurately respond to users’ questions and statements.
2. Give your social content an expiration date.
Snapchat fans know there's something alluring and even addicting about sending content that will self-destruct within a certain timeframe. Generation Z’s decreasing attention span will make expiring social content even more crucial. The element of urgency cuts through online noise and clutter, instantly capturing the user's attention.The premise is simple: Look now, or lose your chance forever. While this makes the content compelling and authentic, it also can prove difficult for marketers to use. Those brands savvy enough to harness its potential are finding it has an amazing upside. Influencers who are deft at this form of communication can help marketers organically integrate expiring social content into an overall strategy.
3. Make personalization a priority.
A daily dose of information overload has made people more resistant to advertising. Today's consumers can spot obvious sales pitches or marketing come-ons, and they'll be turned off by anything they perceive as more clamor. Targeting consumers on an individual level allows marketers to cut through the torrent of stimuli.To capture a distracted customer’s attention, marketers must reach him or her with personalized, relevant content. It’s all about creating marketing tactics that home in on exactly what consumers are looking for or thinking about.
Tracking consumers’ habits, interests and browsing histories is key to creating strategies that get them to close the sale or purchase the service.
Related: Personalization: A Perspective on the Future of Targeting
4. Automate your efforts.
Marketing automation is growing at an impressive rate, with 71 percent of companies currently using this tech. Marketing automation does exactly what the name suggests, using software platforms designed to put repetitive tasks on autopilot. This tool kit includes solutions for email marketing, social-media marketing, SMS and digital ads.Apps such as Marketo and Hubspot are becoming smarter, more intuitive and more affordable. That makes them essential for any competitive marketer. In fact, 91 percent of the most successful marketers agree that marketing automation is “very important” to the overall success of their marketing across channels.
Related: 4 Psychological Triggers That Make People Like and Share Content
Though some might see purpose-driven content marketing as the "kumbaya" of the marketing world, there's no denying its power to engage the audience at a higher level and drive them to participate. Brands that want to rise above the rest are finding this type of content allows them to bond with their consumers. It imbues brands with a bigger mission and creates public interest around the idea of supporting a worthy cause. It also could attract younger consumers who desire to be part of something bigger and help change the world for the better.
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