Marketing Technology Trends to Watch in 2020

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Although it may sound like something from a sci-fi movie, Artificial Intelligence is very much becoming a thing of reality. More and more it is being used in many aspects of life and marketing is one area in which the use of AI has advanced in prevalence and sophistication in recent years.

Here are a few of the interesting advances in this technology that have occurred over the past few years:

Chatbots

A chatbot is a program that autonomously conducts conversations either via webchat or audio in a convincing way. Originally coined in 1994, chatbots have become increasingly complex and convincing. They are a very useful tool for many businesses who would struggle otherwise to answer large volume of enquiries. These have become popular in a wide range of areas from social media to healthcare.

Although they can be handy, they aren’t perfect, in fact far from it at times. In 2016 Microsoft released a self-learning chatbot on Twitter, it began posting racist and antisemitic tweets. It was quickly taken offline and serves as a funny lesson in how bots can go wrong.

You can try one for yourself here: https://www.cleverbot.com/

Artificial Intelligence

AI has been heavily invested in by many companies recently, it allows marketers to use customer data to anticipate their next move and preferences.

Although the data has been collected and stored long before this AI revolution, it has been relatively unusable. By harnessing powerful computers and AI programs companies can process this big data and build up a clear image of their customers.

This is often used in conjunction with the next technology trend for maximum effectiveness;

Personalised content and voice recognition

Another seemingly sci-fi creation, voice recognition has existed for a long time, but has only recently advanced to a level where it is practical to use for marketing purposes. Voice recognition has been increasingly used by companies like Google to create tailored ads. Someone who’s speaking about “flights to Berlin” might see an advert on google for Ryanair’s latest Berlin flight deal. 

This personalisation goes beyond voice, cookies allow companies to collect data based off of the sites you visit, and use this to personalise and target ads.

Often these insights are shared amongst large companies so the same ads could also appear on your Facebook, Instagram and Snapchat, spooky right?

Although many of these companies deny they are using this, it is undeniable that we are listened to by devices. Some people are glad to have more tailored adverts, but some feel it’s a clear invasion of privacy.

Either way best get used to it as these technologies will only become more common in the future.

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