Copious copy has been dedicated to how artificial intelligence (AI), and particularly the rise of chatbots, is changing the way we interact with brands.
Technology and levels of automation are increasing rapidly, and this is affecting the way clients communicate.
Apart from the ethical issues associated with interacting with robots, from a sales and marketing perspective, is the rise of technology a good thing for communication?
The case for technology
As we’ve seen with Google Assistant and other technologies, there’s certainly a case for automating fundamental interactions, all in the name of convenience.
To illustrate my point, I read a story in Forbes magazine recently in which the writer mentioned that he watched his 3-year-old daughter pick up an old watch. Once she’d realised there was a button on the side, she promptly started asking the watch to “Call Grandma.”
There are two lessons in this story:
- The omnipotence of technology for younger generations
- The rise of voice search
No doubt you’re aware of in-home technology such as Google Home; however, what you may not be aware of is the massive increase in people searching the internet using voice commands.
By 2020, some analysts predict that voice search will contribute to half of all internet searches. That’s a huge number and will mean a massive change in the way services such as search engine optimisation work. Again, this trend relates to convenience, as consumers seek ways to simplify standard processes and speed up information gathering. For marketers, it opens new channels and new ways of reaching your audience.
This move to voice searches will reflect the way consumers wish to receive their communications. It gives your business a new way to reach out to consumers.
Are we losing something?
Some marketers may argue that we’re losing the authenticity of our client communications and that technology reduces the intimacy between the consumer and your business. I understand this argument, as I’m an advocate for face-to-face contact. But I’m not convinced technology will replace all interactions with our clients.
Older generations still prefer the human element. However, it’s often surprising to see the rate of adoption of technology by, for example, Baby Boomers. Facebook, despite its faults, is a classic example of a platform expanding to such an extent, and in such a short time, that it becomes a communication tool for all generations.
The trick from a sales and marketing perspective is to choose when and where a more personal touch is needed.
There’s no doubt that searches for you and attempts to answer fundamental questions about your services will be dominated by technology – as will gathering data about your client. However, there’s still a place for the face-to-face element, especially in closing the deal – that won’t be quickly replaced.
Will it last?
For me, it’s a case of using technology and not being afraid of chatbots or voice searches. Whatever you do, don’t dismiss the rise of technology as a sales fad. Ian Dunbar, chief executive of fintech SuiteBox went further, stating a while back that: “Businesses that evolve with technology and embrace technological innovations ahead of their competitors will be the ones to more effectively engage existing clients and attract new ones.”
The upshot is that technology has already changed our marketing world. You need to be sure you and your business are ready for the changes.
