During the event, which included entrepreneurs and executives from leading B2C and B2B brands, many strategies for creating a digital marketing experience targeted for retail media growth were explored. To stay abreast of the continuing evolution of digital marketing, it is essential for companies to stay current with the new trends and tools available. Today, the two new frontiers in the industry are artificial intelligence and social commerce.
Artificial Intelligence (AI)
Artificial intelligence (AI) has already been introduced into several aspects of digital marketing and is becoming increasingly powerful and essential for improving companies' strategies. With the ability to process and analyze large amounts of data, AI can provide valuable information about consumer behaviour and improve marketing campaigns. For example, through predictive analytics and machine learning, companies can better understand consumer behaviour and offer consumers personalized experiences. AI also enables the automation of complex processes, thereby optimizing marketing operations. In fact, it can help identify the most suitable target audience segments for a given offer or suggest sending customized messages based on individual preferences. A study shown at the event highlights how AI is playing an increasingly central role in digital marketing: data and research show that 51% of marketers plan to use AI to improve the effectiveness of their marketing campaigns.
The combination of AI and extended reality has made the customer journey and shopping experience more interesting and accessible for customers. One of the most interesting aspects of "virtual commerce" is the presence of virtual influencers, which are digital characters created through artificial intelligence and used as influencers to promote products and services. These virtual influencers can interact with audiences on social media, thus gaining popularity and creating relationships similar to those with real influencers. Due to their virtual nature, virtual influencers are not subject to human limitations and can be created with the appearance, character, and skills that best suit the needs of businesses. In addition, many brands such as Tommy Hilfiger and Forever21 have created stores in the metaverse where their clothing collections can be purchased for use either virtually (in Roblox or Sandbox platforms) or physically through a direct link to their eCommerce. Thanks to the combination of virtual commerce, virtual influencers, and omnichannel, the world of commerce is undergoing a profound transformation. Consumers can access innovative and exciting shopping propositions, thanks to the presence of virtual influencers who make the shopping experience more engaging.
Social Commerce
Another expanding frontier of digital marketing is social commerce. Today, 54% of consumers inquire about purchases on social media, while 50% say that social media influences their purchasing decisions. In fact, as consumers' use of social media increases, social commerce platforms are becoming increasingly important for promoting products and facilitating online purchases. Companies can leverage the features of these social media to create virtual stores, showcase their products, and interact directly with customers. In addition, social media offer the opportunity to develop influencer marketing strategies, using famous or influential people to promote their products or services.
In this context, TikTok is emerging as one of the most promising platforms. With more than 2 billion downloads, TikTok has become one of the most popular social apps in the world, attracting mainly a young and active audience. Taking advantage of the fun and engaging aspect of the platform, more and more brands and influencers are leveraging TikTok as a channel to promote their products and generate sales. This offers a great opportunity for brands to reach a wider and more influential audience through the platform, increasing the visibility of their products and achieving higher conversion. As TikTok continues to grow in popularity and its potential in social commerce, it is likely that we will see more and more brands and influencers leverage this platform to expand their online presence and improve sales.
Only companies that can unite and adapt to the new frontiers of digital marketing will have a competitive advantage. A concrete example of the union of artificial intelligence and social commerce is messaging bots. These virtual assistants, based on artificial intelligence, enable companies to offer a personalized and immediate shopping experience through messaging platforms such as Facebook Messenger or WhatsApp. Bots can answer customer questions, provide product recommendations, and even close sales via chat. Therefore, it is very beneficial to implement artificial intelligence into marketing strategies, and leveraging social commerce allows companies to reach and engage customers directly through social media platforms.
In this new digital environment, however, user data protection should not be forgotten. Companies must ensure the security of consumers' personal data and comply with privacy regulations. The personal data collected must be used ethically and transparently, in accordance with the guidelines set by the relevant authorities.
Conclusion
In conclusion, the future of the digital marketing industry is promising, fueled by artificial intelligence and social commerce. Companies must increasingly adapt to technological changes and make the most of the potential offered by these new opportunities. AI makes it possible to improve the effectiveness of marketing campaigns and personalize the consumer experience, while social commerce provides a platform to reach a wide audience and promote products in innovative ways. However, it is important to remember that the protection of user data is paramount and must be ensured in all digital marketing activities.
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