According to “Global Ecommerce Forecast 2022”, a report made by eMarketer|Insider Intelligence, it is expected that Latin American countries such as Mexico, Brasil and Argentina, will lead the list of 10 countries with greater e-commerce growth in 2022.

The new normality after the global pandemic has placed us on a world that is much more digitalized, with expert consumers that are more demanding and want immediate information that fits their needs and interests.

For this reason, increasingly focusing on the digital marketing strategy has become an essential requirement for companies. This helps to think more deeply on the analysis of results, segmentation of target audience and customization of messages, which are bolstered by new technologies.

DidYouKnow… 90% of the world’s data was generated in the last two years, and that 2.5 quintillion bytes of data is created on a daily basis. So, it is not surprising that Artificial Intelligence (AI) has escalated so much in such little time.

With the capacity of collecting great amounts of information to later learn about it, AI is transforming the way in which we take advantage of the digital world. The challenge is to make the most out of it: as it advances, so does the capacity of using it to the benefit of our marketing strategies.

According to a recent report by Semrush, 48% of companies use data analysis tools, automatic learning or AI to solve problems of data quality, and 75% of executives believe that they can be left out of the competition within their business if they don’t escalate in AI in the next five years. Where do you stand?

What is Artificial Intelligence (AI)?

In simple terms, AI means systems or machines that imitate human intelligence to perform tasks, improving on an iteration basis with the information collected.

Based on automatic learning, AI systems become essential to companies that wish to extract the maximum value of the results obtained. By optimizing processes and automating manual work, they bring new ideas and patterns to light, which would otherwise be impossible to find.

How can AI be implemented in Digital Marketing?

Within the marketing area in particular, AI enables the simplification and automation of the definition and hypersegmentation of audiences to create personalized messages that will take the right message to the right person.

Similarly, it grants the possibility of performing predictive analysis, i.e., being a step forward regarding the needs of the user and offering the product or service they need, even before they search for it. To put it simply, AI will help us learn from our mistakes, save time, simplify tasks and make decisions based on statistics.

Artificial Intelligence is a reality that offers a variety of benefits and opportunities which we can use to our advantage, to apply them to our development and reach great results, improving the performance of all of our communication channels, through the proposal of an effective and innovative digital marketing strategy.

Let’s focus on the main trends that can be incorporated in the near future:

#1 Chatbots

This has already become the favorite tool to suggest products and services, solve frequent doubts related to support, obtain comments and experiences of clients, and even guide them to conversion. Chatbots are increasingly more needed in many industries, as they facilitate the process of communication through the whole Customer Journey.

To accompany its imminent development, it is estimated that the active intervention of UX professionals will be increasingly required, to guarantee more human, amiable and successful conversations.

#2 Voice Search

Undoubtedly, one of the technologies with greatest impact for 2022. It is calculated that almost half of all the google searches are done by voice. The increase in adoption of this modality is in great part due to its level of accuracy. According to Google, voice searches have a 95% accuracy.

All these transformations and changes in the way users search for content forces us to always have our website optimized and updated, in order to stand out and position ourselves as benchmarks in innovation.

Furthermore, this tool brings us new market opportunities:

• Broadening the base of potential clients, as we would be able to reach people with visual impairments easily and quickly.
• Bolstering our SEO strategy by pairing keywords to speech patterns.

#3 Augmented Reality

This digital technology is usually employed to overlap the information over usual image, video or text formats. In other words, digital data is combined with the real world.

Now, how can this be applied to digital marketing campaigns? We can group their uses classified in 3 categories:

• Overlapping: augmented reality enables people to discover and examine a space to know additional information.
• Virtual Objects: Users can interact more easily with brands while they explore their products. An example of this are the companies that use technology that help their clients visualize with augmented reality how certain products would be seen in a defined space.
• Digital Animation: to show information to the client in a more fun way. It consists of “giving life” to the product through augmented reality.

Augmented reality gives companies the possibility of being innovative and offering a unique and interactive experience to their users. Furthermore, it increases their brand visibility and the engagement with their audience, and positions them ahead of their competitors.

All the transformation and digital growth process implies considering the latest trends and technological applications in terms of digital marketing, acknowledging the needs of the industry and the sector.

We live in an ever-changing world, in which technology is placed as the development engine of companies. For this reason, when choosing what is most convenient for your brand, it is important to have expert counseling. At Adtomic we can help you make the best decision. Our team of professionals is committed to finding the perfect strategy for each client, offering them a technological solution and showing them all the improvement opportunities in order to reach their goals in the most efficient way.