Credit by Lev Shur
Whether its optimizing ads based on customers’ interests and web activity, creating intricate, engaging websites, or interpreting millions of points of data to automatically enhance user experience, technology is going to have a great impact on digital marketing in 2019, says Lev Shur, President, Exadel Solutions, Exadel.
Digital transformation is impacting just about every industry today - with retail, FinServ and healthcare increasingly adopting the latest technologies and practices. However, sometimes unknowingly, technology is beginning to impact our personal lives more and more through the means of digital marketing. Whether its optimizing ads based on potential customers’ interests and web activity, creating intricate websites that keep visitors engaged, or interpreting millions of points of data to automatically enhance user experience, technology is going to have a great impact on digital marketing in 2019.
# Personalization at Scale
Let’s first consider personalization and what that means from a digital marketing technology perspective. Personalization is tuning and adjusting your brand’s messages on any digital platform to the preferences of a particular user or customer. There are many different paths a potential customer can take around a website or an app, and the key is to keep them there and engaged for as long as possible through personalization tactics. These tactics might include pop-ups that direct them to take action somewhere else on the site, raising warning flags about products or deals that are expiring soon, etc.
Regarding this trend, I predict we will see personalization at scale take form in 2019. Many companies, especially large enterprises, might have thousands or even millions of potential users visit their digital assets every day - whether through a webpage, app, digital ad, or otherwise. With consumers becoming used to personalization, companies will need to be able to deliver unique experiences to potentially millions of individual users at any moment in time.
# Digital Marketers as Data Scientists
Not only is it enough to consider delighting millions of people every single day digitally, but what is just as, or perhaps even more important, is tracking and utilizing the data users provide as they go through a digital journey. Being able to properly manage these incoming signals is really the “Holy Grail” of digital marketing technology. This why I think another trend we will see in 2019 is digital marketers becoming data scientists. Are visitors to a website coming in through search? An ad? Social media? The way that users find their way to a website or an app is actually very useful information for forming digital marketing technology strategies.
For example, if someone found their way to a specific webpage through an Instagram post, that company would be smart to continue targeting that person on social media - same with an online ad, term search, etc. Digital marketers are going to have to become data scientists in order to track, interpret and put to work this constant stream of data. The key to success here is to have an arsenal of digital marketing collateral on hand so that personalization can be executed instantly. If personalization is done right based on data, conversion rates can increase significantly.
In 2019 we will see new technologies shaping the digital marketing landscape. Organizations will need to have a good, basic infrastructure management system in place to handle this level of data processing. Organizations today have a lot of tools to choose from to build out this infrastructure, and it will be critical to pick the right blend of tools to optimize performance. What is important to remember is that this is not an overnight project - transforming digital marketing through technological innovation is a journey. The right team, tools, and partners can all make this possible.
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