This past year has brought incredible advances with technology, in particular with artificial intelligence. When we look ahead to the top five trends for 2024, we can see how artificial intelligence is influencing almost everything we do. We know how hard it is to keep up with all these changes, so here’s the 60 second run-down on what to watch.
The key trends for 2024 will be found in artificial intelligence (AI), marketing technology tools, interaction with customers, surveys and storytelling. It’s interesting to see how AI weaves through many of these trends!
A few years ago, you might have thought AI was just another fad, but recent advances, such as emergence of ChatGPT and similar tools, have marked a new era. It’s important to understand that ignoring the emergence of AI and believing that it won't affect your business or industry is the biggest mistake you could make! It’s also important to know how to use AI responsibility and avoid entering sensitive company material into an AI tool.
AI and Technology in Business
Many marketing uses for AI exist. Some of the top reasons business use AI include measuring ROI, as well as discovering insights into top-performing content and campaigns. AI can also optimize website content for search engines, create data-driven content, as well as create performance reports based on marketing data and analytics. This is only a few of the many business uses for AI.
As you can see this leads into how AI and technology are used in marketing. Many proven marketing tools, such as customer relationship management (CRM) systems, content management systems (CMS), email marketing software, social media management platforms, search engine optimization (SEO) tools, and analytics and reporting tools, are just a few of the current marketing technologies utilizing AI.
Another tool you see everyday is the QR code. Did you know that not all QR codes are created equal? Originally, QR or “Quick Response” codes were static, bringing the user to a set landing page. Today, dynamic QR codes are available which allow the landing page to be changed, as needed, by the originator. (Think about changes to a menu on a QR code!) These dynamic QR codes can be a game changer when trying to quickly get updated material out to customers.
Customer Service Matters
Sometimes, you don’t know what you don’t know, and that’s why being in touch with your customers is important. Brands that provide a good customer experience generate 5.7 times more revenue than competitors who fall short. Additionally, 8 in 10 customers have switched brands because of a poor customer experience. So, how does that affect the actions of today’s businesses? Companies are now monitoring customer satisfaction with various metrics in order to ensure their satisfaction is high. And companies are also being responsive to complaints. Whether it is monitoring comments on a website, social media or phone, the responsiveness is more apparent today. Companies are using customer satisfaction scores to analyze customer experiences and improve them.
This leads us into how to monitor customer satisfaction.
Survey Says …
You may have thought that surveys were passé, but the opposite is true. Surveys have become an indispensable tool for businesses and organizations seeking valuable insights. For best results, it’s important to understand when to send the surveys, as well as how to optimize them for optimal response rates and quality of the data collected. Key points to remember is that the survey should be optimized for viewing on mobile as well as desktop. The best time to send out a survey is midweek, and the sweet spot for survey responses falls between Tuesday and Thursday.
When creating your survey, here are just a few best practices to consider: What information are your trying to collect? Are the questions clear, concise, and avoid jargon and technical terms? Does each question address only one issue? Are the questions ordered logically? Did you use open ended questions sparingly? Is the survey a reasonable length? And an important start to your survey is to list the amount of questions and the approximate amount of time it will take the respondent to complete the survey.
When measuring customer satisfaction, there are a variety of survey methods that result in a score to measure a level of satisfaction. These include:
Net promoter score (NPS): A single-question survey asking how likely a customer is to recommend your business to friends or colleagues.
Customer satisfaction (CSAT): These help you understand your customers' satisfaction levels with your local teams' products and services.
First-party review: Create a form to gather feedback from anyone visiting your website or local pages. These have preloaded questions to help you gather contact information.
Lead generation: Use lead generation forms to collect contact information from prospects that want to be contacted further.
Storytelling is a powerful message that can influence your audience. It’s not a new trend but one that has become even more powerful as it expands into different mediums. Storytelling is the power of video, guest blogs, testimonials and now the use of brand influencers. Influencers started in the consumer market but now are used in the business-to-business arena as well. The key is to find an influencer with a credible presence within your niche.
Brands that collaborate with an online influencer to market products or services have found it’s a highly effective strategy. Social media has become a powerful voice to sway purchasing decisions.
Your Move for 2024
We believe 2024 will bring a lot of opportunity that can be increased by the use of technology. Check out AOE Digital University, where you can learn the latest on how to navigate the digital world. Then, start by running a customer satisfaction survey using one of the scoring tactics, such as the Net Promoter Score, so you know where you stand with your customers.
Be interactive, tell your story and let your clients tell your story too! And be a part of the AI revolution. Partner with us on an AI pilot project and see what we can do for you with AI!
Contact AOE today to find out how we can help you with your marketing in 2024.