Although brands still use traditional marketing channels like TV, radio, and print, there is more demand for digital channels in storytelling and branding. According to a study by Gitnux, 53.9% of marketers are already using AI to provide a more personalized customer experience. Customers are also more receptive to brands that use technology, which supports the argument for technology in branding.
In What Ways Is Technology Changing Branding?
Personalization of customer experience:
Brands can now target their messages to the right person at the right time. This is especially important because customers have access to the internet and can decide on the brand they want, before even making a purchase.
Personalizing customer experience can be done through email marketing, website cookies, guerilla advertising and data analytics. Once the brand can give a memorable experience, the customer will most likely be loyal to the brand.
Automated Marketing:
With the advent of marketing, brands no longer have to do everything manually. They can simply automate their process and make it work for a long time without much effort. Tools that allow brands to do this include social media management tools like HootSuite, Facebook insights and content curation apps like Feedly.
Immersive Brand Experiences
Technology has made it possible for brands to create more immersive experiences for their customers. This can be done through virtual reality, augmented reality and holographic images. This way, customers can have a firsthand feel of the product before purchasing it.
The line between online and offline is blurring:
Consumers are increasingly using multiple channels to interact with brands. This means that brands need to create a seamless experience across all channels, if they want to retain customers.
Customers expect more from brands:
Consumers are more informed and empowered than ever before. They expect brands to over deliver and show authenticity.
As new technologies come up, brands will need to adapt their strategies to stay relevant.
Examples of Technology In Branding
Virtual reality (VR)
Virtual Reality is used to create immersive brand experiences. Brands can use it to give customers experiences like product demonstration, virtual store visits and virtual product try-ons. For example, Coca-Cola used VR to let people experience the feeling of being on a tropical island.
Augmented reality (AR)
Brands use AR to overlay digital information onto the real world through the senses. Many furniture brands use this technology to help customers see how the products would fit in their living or work spaces.
Big Data
It is used to collect and analyze customer data. This data can be used to create more personalized and relevant brand experiences.
Artificial Intelligence:
Many brands now use AI to automate tasks, such as customer service and marketing campaigns. This frees up time for marketing strategists to focus on results-driven tasks.
Metaverse:
Although this is a slightly new concept, it has the potential to change branding as we know it. Individuals have the opportunity to interact virtually on the metaverse, which means more people might use it in the next few years. Brand can start preparing for the adoption of the metaverse before it is too late.
How can brands use technology to their advantage?
The use of technology to personalize brand experiences:
This means understanding your customers’ needs and interests and then tailoring your messages and content accordingly.
Creating immersive brand experiences.
This can be done through Virtual reality, the metaverse, Augmented reality and other emerging methods.
Increase the effectiveness of marketing campaigns:
Your brand can use marketing tools like Buffer and SEMrush to get insights about the market and their audience. This information will increase the reach and relevance of your campaign, which will ultimately boost your marketing
Use technology to automate tasks:
This will free up your time so you can focus on more creative and strategic tasks.
E-commerce services:
Technology can be used to create new and innovative ways to connect with consumers. Brands can create online business models or subscription services that will make it easier to purchase from them.
There are a lot of possibilities present in using technology for your brand, as long as you’re open to it. Since there are many options, you have to determine what will bring the best results. Ready to take your brand to the next level? Send us a message and let’s help you determine the best fit for you.
