As we embark on 2018, the future seems even more uncertain than it was at this time last year. There’s a sense of confusion on both a business and individual level about how rapidly the digital technology environment is changing.
Marketers and customers alike seem to have to deal with an alphabet soup of new terms just about every day. Inventions and technologies such as, AI, VR, bots and the like are actually taking us back to the basics of marketing: which include direct contact with the customer.
Direct contact with customers
The advent of digital technology and, later, social networking, has opened opportunities for Marketers to talk directly to their consumers. It has created a two-way stream between marketers and their customers, which gives customers the power and choice whether to engage a brand or to simply dismiss it.
With the fourth industrial revolution blurring the lines between the physical, digital and biological spheres, digital technology is developing so rapidly that solutions we couldn’t even have imagined five years ago are a reality today.
The move towards the use of intelligent technologies in business becomes a priority. And, in the area of marketing, AI, augmented reality, virtual reality, voice-enabled interfaces, bots, facial recognition software and machine-learning technologies are all adding an entirely new dimension to the interchange between marketer and customer.
Most importantly, perhaps, is the fact that these new technologies are enabling companies across all sectors to engage with their customers in such a way that they can use their feedback to develop the products customers really want. This not only results in greater levels of satisfaction, but also in improved loyalty, trust and engagement. Critically, this new level of engagement is enabling companies to accurately map out the customer journey and to align it with any and all product and solutions roadmaps.
A new level of engagement into the practice of marketing
The so-called ‘rise of the machines’ in recent years has often been met with great apprehension and has been seen as something that could potentially destroy the relationship between provider and customer. In practice, the opposite is proving to be true as technology is now facilitating a better and more in-depth understanding of both customer groups and individual customers, bringing a new level of engagement into the practice of marketing.
Design barrier-breaking solutions
At this level, the challenge of the moment is to think ahead of the curve and to design barrier-breaking solutions intended to continuously enhance every dimension of operations, from productivity and connectivity, to ideation, design and manufacturing; from real-world safety and security to cyber security.
At Ansys, we believe in boldly navigating this new territory in order to advance humanity to live better, work better, play better and be better. We believe in digital technology’s potential to change the world and human destiny, and our constant as a group is to use that technology to change the world.