Strategic branding. Many moving parts can influence its processes, functions, and ultimately, its success. In our increasingly digitalised age, trending tech is one of them.
Admittedly though, the use of advanced digital technology in branding is a relatively new concept and one that we are still learning to maximise. To help you be more across this emerging technology, online MBA programs can assist in developing your knowledge of top tech trends and how they can strengthen business branding. Alternatively, reading this article will also give you an overview. So, stay with us as we discuss further!
1.AI and Chatbot Technology
Connecting, interacting and communicating with customers has been made significantly easier with the introduction of AI and chatbot technology.
We’ve all landed on an eCommerce site and have been warmly greeted by a friendly chatbot asking us how they can be of assistance. This is somewhat reminiscent of entering a real, bricks-and-mortar store, and being welcomed by the shop attendant. In this way, personalising and humanising the on-page experience through the use of AI technology helps to encourage better customer engagement with your brand.
Of course, any good brand strategist will know that building positive relationships with your customers is essential to business growth. Website-visiting clients will, most likely, appreciate the responsiveness of your chatbot, and be encouraged to engage in on-page interaction with your brand.
2.Data-Driven Brand Marketing
Using tech-driven data analytics to gain customer insights is another way technology trends can help bolster brand strategy. A massive component of branding is, of course, understanding who your customer is. Customer data analytics can be made simpler by using computer software that can uncover patterns and trends in client base data.
Following this, you can inform your brand strategy campaigns to make them more customer-centric. What are your customers’ needs? What are their buying habits? And in what ways do they engage and interact with your brand? These are all questions that can be answered by collating, evaluating, and analysing data with the assistance of digital technology.
There are a few different functions involved in technology-driven customer analytics. These include:
- Analysing the customer experience
- Reviewing customer engagement with your brand
- Evaluating customer loyalty and retention
- Looking at customer buying habits and triggers
Understanding these elements will help you better understand your client base, and how best to strategise your brand campaigns.
3.Brand and Marketing Automation
Marketing automation is yet another example of a function that can be assisted by digital technology. The role of technology in branding and marketing is still being defined, however, it is quickly being discovered that marketing automation tools can help streamline several marketing processes. They can also help to guide, drive and inform brand strategy.
One way marketing automation can be used is through the creation of automated eDMs (Email Direct Marketing). By sending out regular automated email communications to your client database, you can help build brand awareness and customer engagement.
4.Augmented Reality (AR) and Virtual Reality (VR)
Augmented reality (AR) and virtual reality (VR) are also proving to be very valuable tools in aiding customer brand engagement. In eCommerce for instance, the use of VR technology can enable customers to visualise products before buying them.
A great example of this is the popular luxury jewellery brand Tiffany and Co’s engagement ring app. Excitingly, the program allows shoppers to ‘try on’ a ring on their own finger, without even setting foot inside a physical Tiffany and Co. location. This is enabled by VR technology which scans a photo of the shopper’s hand and uploads overlaid images of rings onto it. Another example is international eyewear retailer Sunglass Hut’s ‘virtual try-on’ service, which is available on its website.
When it comes to emerging trends in tech, without a doubt, their potential for strengthening brand strategy is virtually limitless.
From augmented and virtual reality enabling customers to try on products before they buy, to AI-assisted chatbot technology increasing customer engagement and interaction, as well as marketing automation functions and data-driven brand analytics, the possibilities are endless.
The truth is, as a brand strategist, if you fail to embrace these advancements in digital technology, you could get left behind! For this reason, it is essential to stay abreast of tech trends as they happen, and also, to understand how they can dramatically impact and influence your brand and marketing campaigns.
