Should brands focus on digital improvements over new innovations?

Technology is advancing at a staggering rate and, in this increasingly competitive age, it’s easy to understand why brands feel the need to jump on tech bandwagons for fear of being seen as outdated when compared to their competitors.

This year, augmented reality, virtual reality, artificial intelligence, and chatbots are but a few of the innovations set to take the marketing world by storm. From wowing customers with incredible experiences to increasing efficiency, marketers are working out how to incorporate this new tech into their campaigns.

But is this really what consumers want? Research discussed by MarketingTech suggests not. In fact, the survey found that consumers place a greater importance on improving services currently offered rather than investing in new trends.

When asked what they wanted in 2018, nearly two fifths (38%) of those questioned cited improvements in the digital services they already use. In comparison, just 17.7% said they were looking for a completely new experience from their digital interactions with a brand.

Despite the fact that brands have expressed their interest in chatbots, with many investing in and adopting the technology, less than a quarter (22%) of respondents had knowingly encountered a chatbot. However, of those who had interacted with one, 60% rated it as a positive experience.

There appear to be discrepancies between brand interest in this piece of tech and how common it actually is to interact with chatbots. This could, in part, be due to consumers not actually knowing that they’re speaking to chatbots. The other argument is that chatbot implementation is currently lower than previously thought, so encountering one is more rare than previously thought.

While the survey reported a high positive experience rate of chatbots, it also found that less than one in 10 (9%) consumers want to see greater use of this technology in 2018.

VR and AR are two innovations that are seen as having the potential to revolutionise the marketing experience, providing marketers with new platforms from which to deliver more captivating content and experiences.

Due to the complexity of this tech, it is perhaps not surprising that only 14% of those questioned had experienced VR but, of those who had, more than three quarters (78%) rated it as a positive experience. Again, despite these optimistic reviews, only 15% expressed their desire for brands to push the use of this tech in 2018.

It is clear that consumers don’t just want brands to use technology for the sake of it. If marketers want to deliver successful campaigns that make use of these new innovations, they need to make sure they fully incorporate this tech, ensuring that it aligns with their marketing strategies and goals.

Adopting new technologies for technology’s sake won’t necessarily make you stand out from the crowd. If you’d like help creating campaigns that make people sit up and take notice, give Fireworx a call today.