Five Customer Engagement Trends Influencing 2023 Marketing Strategies
Raviteja Dodda (Ravi) is the Co-Founder and CEO of MoEngage , a knowledge-based customer engagement platform.
For marketers, 2023 is becoming a laser focus on digital channels. Marketers generally plan to increase their technology budgets to break down barriers and reach consumers through multiple digital channels. It's no surprise that most marketers spend budgets on creating original content for TV, radio and social media, mobile apps, videos and podcasts.
In this article, I examine the top takeaways from brand marketing in 2022 and leave marketers with five customer engagement trends that will have a significant impact on marketing strategies in 2023.
1. Psychic Chatbot: Uses AI to predict customer behavior
We've already seen the excitement for open source chatbot ChatGPT to kick off the new year. AI-powered creative chatbots will shape marketing strategies this year and beyond The reason? Due to their open API architecture, AI-powered chatbots can be programmed to access customer data from brands within the martech stack, allowing them to understand the pulse of customers in their interactions with brands. Chatbots have no choice but to step forward to improve the customer experience.
As these tools become more sophisticated, you can expect more chatbot-driven voice interactions and public campaigns. Brands can use chatbots to analyze customer behavior and predict their next actions by looking at multiple touch points to improve the customer experience. Chatbots use machine learning (ML) to adapt to changing customer needs and deliver profitable personalized experiences.
Brands are starting to use Facebook Messenger or Live Chat to automate simple payments using chatbots with built-in data protection and security. Chatbots can use data from this quick checkout to enable conversational retargeting and upsells. Chatbots can provide transaction details and payment confirmations, thereby increasing customer retention.
2. The metaverse becomes real: AR and VR are on the rise.
The influential marketing center predicts that virtual reality will have a 15 percent annual growth rate through 2030.
As Metaverse tries to blend Augmented Reality (AR), Virtual Reality (VR) and AI, a new immersive 3D experience could blur the line between real and virtual. Marketers must find ways to seize opportunities to create personalized customer experiences that engage them.
Several examples of mixed experiences set the stage for what was to come. For example, advertising in games is increasing. NASCAR launches "Next Gen Racecar" on the popular Roblox gaming platform. AR helps customers "try on" their favorite products from a 3D catalog Some brands, like Poshmark, allow online shopping through channels like Snapchat. French brand Carrefour has allowed users to shop via WhatsApp during the holidays.
Banks may soon offer a complete 24-hour reverse banking experience to customers who want to visit a bank branch but avoid the hassle of traveling to a branch. For example, metaverse avatars of bank managers have recently replaced voice-based contact centers, allowing banks to deliver detailed information (such as bank statements and forms) to customers in real time.
3. Super Personalization: The Next Level of Engagement
Hyper-personalization AI/ML can take advanced personalization to the next level by providing more relevant offers and experiences for each customer. By 2023, hyper-personalization will be the strategy of choice for marketers to build loyal customers.
High personalization, such as engagement campaigns, can make each message feel like a unique personal interaction with customers. With a focus on hyper-personalization, customers can ensure they receive the communications they want at the right time and on the right day through their preferred channel.
4. Personalized video engagement strategies will be at the fore.
Video-first content is becoming a key area for marketing because it keeps viewers engaged more than static posts. In the year Statista reported that by 2022, more than three billion internet users will watch video at least once a month. Highly personalized, short-form video ads will be a major marketing trend in 2023
Remember that consumers are more likely to engage with less than 15 seconds of content, but when marketers are able to personalize ads, they are likely to increase their audience's conversion rate by an average of 85%. Marketers should use short, high-impact personalized videos to improve brand engagement and exposure.
Facebook, TikTok and Instagram video reels are good options to grab user attention. Instagram, for example, aggressively changed its algorithm to prioritize roles and give creators more visibility than static content. Live streaming promises to be a great marketing strategy for consumer brands. Combined with impactful and personalized content, live streaming encourages shoppers to connect with other brand advocates, discuss product strengths and make purchases while watching videos.
5. First party information and zero controls everything
Marketers' concerns about data collection and privacy issues have grown in recent years.
Firefox and Safari began blocking third-party cookies in their browsers, prompting many brands to actively collect and use customer data. Google now envisions a cookie-free future, reinforcing the important role that first and third-party data will play in the future Google will remove third-party cookies by 2024.
Third-party data collected from loyalty/referral programs, purchase intent, or other sources may be used for product recommendations, personalized profiles, and better customer service. Similarly, brands can use first-party data collected from proprietary digital channels, such as websites/apps, surveys, feedback, newsletters, SMS surveys, etc. It makes it easier to build customer relationships by providing hyper-personalized experiences, reaching the right customers and understanding their preferences.
Diploma
By 2023, we will likely see privacy regulations and increased focus on customer data, prompting brands to revise their marketing strategies and make significant changes in marketing spend and resource allocation.
Expect these martech trends to explode throughout the year, striking a balance between continued improvement in brand value, continued focus on customer experience, and active evolution in customer engagement. New martech platforms, technologies and trends will continue to influence consumer behavior and marketers must be able to keep up.
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