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CUSTOMER EXPERIENCE

Use martech solutions to enhance your customers’ experience in 2023

By our News Team | 2023

Using marketing technology shouldn’t necessarily replace real-life customer interactions, but martech can enhance the relationship.

The year 2022 showed us that something as simple as a grocery delivery service, if done well, can become extremely popular with customers and create a point of competitive advantage.

According to James Bayhack, Director for sub-Saharan Africa at international customer experience company CM.com, if a service works well, clients quickly appreciate it.

Bayhack list several marketing technology (martech) trends set to shape the year ahead and make for a more adventurous marketing approach in 2023.

Customer Experience

Photo by Cytonn Photography from Pexels

The rise of ChatGPT

While intelligent solutions consistently dominate the tech space, we shouldn’t neglect the importance of human interaction.

Do we want to scan a QR code to download an app to place an order at a restaurant? Even as the Fourth Industrial Revolution advances, person-to-person customer service has a role in humanising customer contact points.

That said, exciting things are happening in intelligent customer service. Recently, the AI research lab, OpenAI, launched an AI chat interface called ChatGPT that uses machine learning and internet data to generate any type of text. This means messaging responses can be:

  • detailed
  • personalised, and
  • corrective.

It will be interesting to see how human-like these machine-based communications become.

Becoming video-focused

We have all become familiar with this refrain, yet many businesses still shy away from the power of video. Businesses that embrace video marketing stand to gain:

  • increased brand awareness
  • improve their lead generation game
  • improve sales, generate more traffic, and
  • increase users’ understanding of their products or services.

For 2023, incorporating video into your overall marketing efforts is regarded as non-negotiable and should ideally include:

  • leveraging live video
  • creating behind-the-scenes and educational videos, and
  • ensuring your video content is SEO-optimised.

By repurposing video content for different platforms and channels, marketers can save money, time and effort. It’s certainly more efficient than constantly building brand-new content. This concept also applies to turning existing assets like blog posts into video content.

Merging real and virtual with holographic ads

Social media makes it easier for brands to position themselves in front of consumers. However, it’s a fight for attention and it can be challenging to get noticed. Holograms could solve this problem and ultimately control marketing, particularly in the Out-of-Home (OOH) advertising industry.

Holograms are an exciting marketing tool for businesses looking to push the envelope. Users of this advertising technique can show 3D animated and interactive images and objects.

Nike, Audi and Mercedes-Benz have all succeeded in creating holographic experiences. Whether hosting a holographic press conference or OOH advertising campaign, these brands have piqued the interest of consumers in an environment where traditional and digital advertisements are prevalent.

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