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Evaluating technology options for innovation in marketing - do you know your Hype Cycles?

If you're involved in marketing strategy development, you will be constantly making judgments and doubtless reviewing with colleagues which digital technology innovations are most relevant to your organization. In this article, we compare different examples of the well-established Gartner Hype Cycle tools which serve to highlight the adoption of new technology services within marketing technology. Gartner publishes many different hype cycles reviewing the adoption curves for different types of technologies, but as a digital strategist, I am most interested in those focusing on marketing technologies. A summary of the report with the infographic is published annually and I have been monitoring them and sharing them for over 10 years in this post.  You can compare the newest to the latest at the end. The methodology is described later in the post. Through the updates you can see how technology…

Keep up to date with online retail trends and innovations. What do the latest conversational commerce developments mean for your e-commerce business?

In the era of digital disruption, it's likely you have considered conversational commerce platforms and channels either personally, or as a marketer, or both. In this blog, I will cover the latest developments in conversational commerce for selling goods and services online across the 4 areas of voice-activated search, smartspeaker interactions, voice-based converse, chatbots, and Messenger. More importantly, we will consider what opportunities these martech developments bring for your e-commerce marketing strategy. So you can optimze your marketing strategy and tactics to convert more customers, efficiently.

What is conversational commerce?

A technology that empowers brands and consumers to interact with each other through chat or messaging, voice assistance, and other natural language interfaces. Simply put, conversational commerce uses natural language to interact with customers during their buying journey by providing them…

Conversational marketing can introduce personalization across the buyer journey, leading to better results

Only 22% of customers are happy with the level of personalization in digital retail. However, conversational marketing could offer true 1:1 personalization at every stage of the customer journey and scale. Picture this. You walk into your favorite brick-and-mortar store to find zero sales assistants. Instead, there’s a small box on the wall. Next to it, a pen and paper. The sign above reads “Please leave any questions here. We endeavor to get back to you within 24 hours”. Sounds ridiculous, right? [si_guide_block id="125181" title="Download our Individual Member Resource – E-commerce personalization buyer’s guide" description="This guide is aimed at helping you learn everything you need to about e-commerce personalization."/] But it’s the approach most brands have taken through digital channels for years. Email has been the go-to support channel. Questions require a full day’s turnaround for, what is often, a vaguely useful response. It’s…