With the implementation of technology, it is possible to design personalized ads and create a conversational commerce that adapts to the needs of customers.

The development of technology and the Internet have changed the consumption habits of people and the rise of electronic commerce from the Covid-19 pandemic triggered a growth that has led companies to change their marketing strategies, in such a way that they are more precise and effective to be able to interact in a better way with their clients.

In this sense, process automation and Artificial Intelligence (AI) have become key points in the decisions that marketing managers (CMOs) are making within companies, as it allows them to find more precise data on habits. of your clients.

The study "A new game book for marketing managers", carried out by the Capgemini Research Institute defines it as real-time marketing, since processes are run that help companies collect data from their customers, based on the sites they visit, your shopping habits, the products you add to the shopping cart and then leave without completing the transaction, as well as the items you consume and interact on social networks.

This allows CMOs to get a defined strategy for how customers will be approached. “The benefits of real-time marketing are in the impact we create on customer behavior, which translates into targeted business results,” said Katarzyna Jezierska, Visa's head of marketing for Central and Eastern Europe.
personalized ads

With the implementation of technology in the collection of data and AI, the door of personalized ads opens, the intention is for companies to go further and know the needs of their customers, in order not only to satisfy, but also to Exceed your expectations.

Once this information is collected, it is essential to divide the audience into smaller segments, as grouping customers with similar characteristics and behaviors can create targeted ads that address specific interests. This allows companies to send relevant messages to each group, instead of sending generic ads.

All these processes allow companies to send a selection of ads that are shown to each customer at the right time and on the right channel, this ensures that the content is relevant and timely, increasing the chances of getting a sale.

conversational commerce

Another window that opens with technology is conversational commerce and the way in which customers want to communicate with companies has also changed with the development of technology. In this sense, bigcommerce sees conversational commerce as a growing trend that involves the use of chatbots, virtual assistants, and messaging systems to interact with users. These tools allow personalized and real-time communication, improving the user experience and increasing sales opportunities.

Communication has to be effective and clear to ensure a good shopping experience for customers, who prefer convenient methods with which they are very familiar, such as instant messaging, over traditional methods such as phone calls.

A clear example of this type of trend is that WhatsApp is used by 92% of Mexicans, according to Statista. In addition, the Mexican Association of Online Sales points out that 43% of Mexicans make purchases through instant messaging platforms.

“We are at a time when immediacy is key to being able to close a sale. When we are on a site ready to make a purchase and we see that the process is complex or that the doubts are not resolved immediately, it is most likely that we give up continuing with the process. That is why the technology in chatbots and virtual assistants is wonderful, it allows to retain the user and provide them with the necessary attention”, concluded Sergio Iovanovich, director of product development at Publicis Groupe.

https://www.eleconomista.com.mx/el-empresario/La-Inteligencia-Artificial-y-la-data-abren-la-puerta-a-estrategias-de-marketing-mas-efectivas-20230906-0080.html