If there is one technology that has evolved significantly in recent years, it is artificial intelligence (AI).
The AI of a few years ago bears no resemblance to what we have now and brands need to take this into consideration.
This technology has improved enormously thanks to machine learning software, which has become more sophisticated and is constantly learning from new inputs. As a result, more companies are starting to incorporate chatbots to help with certain routine tasks, such as scheduling.
Chatbots make this task easier for everyone involved. For example , investor leads if customers want to schedule an appointment at a salon, they can use the establishment’s chatbot to specify the service and time.
While they won’t completely replace customer service agents, machine-learning chatbots make customer inquiries more intuitive.
It becomes possible to provide quick answers to simpler questions, and with machine learning software, chatbots will be able to personalize responses and suggestions based on user needs.
Clearly, brands will need to incorporate chatbots into their content marketing strategy as soon as possible.
4. Content marketing will become more personalized
There has been an obvious move towards personalization in content marketing and this trend is set to continue in 2020.
As such, data will become an increasingly important commodity — marketers will need to study customer behavior to understand not just what they need, but how.
More focus will be placed on understanding the context of the buyer’s journey — how and why they are on the path they are on, not just what the end goal is.
We’re already seeing some of this personalization factor in content marketing, as market segmentation is being implemented globally in email marketing and social media. Market segmentation refers to knowing who your target audience is . For example, do your customers tend to be male or female? What’s their average age?
To segment your audience, start with demographics.