Digital Marketing Trends in 2019. Part 4/Chatbots
2019 will be an exciting time for the consumer-brand relationship as marketers update their digital marketing strategies to reflect changing consumer desires and opinions. So, what type of changes do marketers need to prepare for?
Let’s look at the some trend: Time Well Spent and Chatbots.
Time Well Spent
Tech addiction is a serious problem, and now the tech giants “want” to help.
It’s easy to make light of the issue, but social media and device addiction are real. And nothing recognizes this fact more than the ‘time spent’ functions recently released by Apple, Instagram and Google. These exist purely to monitor your screen time and can be set to notify you when you exceed your chosen limit.
“Apple really cares?” you ask. Well yes. Sorta. The tech giant was pressured by shareholders to introduce the Screen Time update to combat iPhone addiction among young users. Zuckerberg and Co. followed suit with “Your Activity” for Instagram and “Your Time on Facebook,” positioning it as another development in the cause of “improving engagement.”
This development also recognizes that consumers are becoming more conscious of how and where they spend their time. A third of millennials say they have quit or taken time off Facebook and Twitter this year — with “wasted time” or “negativity” cited as the reasons.
And it seems people of all age brackets are curbing their social media usage, with one study stating that Facebook has experienced a 24% decline in time spent on the app.
Considering the years and millions these companies have devoted to keeping people on their products, time spent features represent a significant paradigm shift. But hats off to the tech companies — they are adapting to changing consumer behavior with a speed few other industries can match. It will be fascinating to see how this shift develops in 2019 and beyond.
Artificial intelligence is how brands can become more “human.”
Chatbots have long been called personalized marketing’s next big thing, and 2019 could be the year they live up to the hype.
Gartner predicts that 85% of customer interactions will be managed by chatbots by 2020.
The accelerated uptake is driven by how well chatbots hit the sweet spot in modern consumer behavior. Today’s consumers demand frictionless, 24-hour communication from companies and 1:1 personalized service. Furthermore, 9 out of 10 consumers prefer to use messaging apps to communicate with businesses.
The good news for businesses is that chatbots are now smart enough to do all this and a lot more. Aside from improv- ing the customer experience, the number one value for brands is the cost-savings. Implementing chatbots into your business strategy can lead to cost savings of up to 30%.
One major trend that will define chatbot and AI development in 2019 is conversational user experience (CUX).
This employs the machine learning capabilities of chatbots to fast-track users to their desired goals.
It may seem counterintuitive that AI is how brands will deliver the more “hu- man” and “meaningful” interactions that consumers crave, but this transformation is well under way. Every business should be weighing up their chatbot strategy in 2019.
Next time we will look at new trends, such as:
- Privacy Battles
- Micro-social Networks
- Search Engine Optimization
- Optimizing Social Advertising
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