Page 6 - AeM_February_2021

RESEARCH, ANALYSIS & TRENDS

In marketing, transformation must

take place at the user interfaces

Due to constant changes, new innovations and all contact points with customers. Offering a convincing
developments, the digital world often seems quite ad hoc user experience is a must and the new
confusing, doesn’t it? Indeed, the so-called digital standard. In the best case, a “lock-in effect” can be
transformation is inexorably changing one industry achieved, meaning there is no longer any reason for
after another, much more powerful and disruptive the user to choose another provider. In other words, the
than anything that has happened before. physical product is no longer the only decisive factor in
Nowadays, people can hardly imagine a life without the sales, it is now the product's use value that has been
Internet and have gotten used to a multitude of great enhanced by digital services. They generate the
services. As a result, expectations continuously rise, highest added value, and the experience transforms
spotlighting the quality of the digital services which are the behavior of the user in the interest of the brand.
ultimately the crucial deciding factor whether people That is why the transformation in marketing must first
stay with a brand or not. Online it is easy to get in touch take place at these user interfaces—and only then in
with everyone conveniently, anytime, and anywhere. the company.
Digital services clearly play a decisive role in shaping
brand identity, whereby the emotional experience In marketing, for example, there are already many
nowadays is created through the digital operating and approaches for using AI. Scenarios with both existing
user experience, while commercials and brand stories and new data are relevant so that the AI can be trained
create the context. to generate added value for the user. With machine
learning capabilities, the customer experience can be
And that is exactly the challenge for brands today: made much more personal. Dynamic content is tailor-
developing intelligent products and services while at made using targeting so that a significantly higher
the same time continuously expanding and perfecting conversion and thus more sales can be achieved.

6 February 2021: Conversational & Event-Triggered Marketing