We continue our Digital Marketing interview series with Paula Taveira, E-traffic & App Executive at La Redoute. She has a Bachelor’s Degree in Applied Communication: Marketing, Advertising and PR and a Degree in Strategic Management of Public Relations. With various years of experience in areas such as digital marketing strategy, social media management, communication and public relations.
1. How do you see the use of artificial intelligence and machine learning impacting digital marketing in 2023? For example, the growing use of chatbots and messaging apps.
I see the use of artificial intelligence and machine learning impacting digital marketing in 2023 in several ways, with the growing use of chatbots and messaging apps being prominent examples. In the e-commerce industry, chatbots are increasingly taking on initial customer interactions through pre-programmed questions, eliminating the need for direct contact with a customer.
For instance, Vodafone uses a chatbot to test internet speed, and if more specific assistance is required, the chatbot can redirect the customer to the appropriate resources. Machine learning solutions in e-commerce are integrated into websites and analyze customer profiles, such as their time spent on the site, using cookies. These solutions create personas and allow websites to tailor their content and offers to match individual profiles.
For example, if a customer shows an interest in trendy items and is responsive to offers, the website can personalize the browsing experience accordingly. These tools have been around for some time, but they are constantly improving, becoming more user-friendly, and ultimately enhancing the customer experience. In the e-commerce industry, this is especially crucial for customer support.
The COVID-19 pandemic has made people more attentive to online shopping, further highlighting the importance of having chatbots that provide quick responses and efficient solutions. These advancements in AI and machine learning are enabling faster and more effective resolution of customer queries, ultimately changing and shaping the overall customer experience.
2. How do you see the use of virtual and augmented reality affecting digital marketing in 2023?
From the perspective of e-commerce, the use of virtual and augmented reality may not be as prevalent in 2023, but it will still have an impact on digital marketing. One area where it can be influential is in industries like furniture (e.g., Ikea) and fashion (e.g., clothing and shoes). These technologies allow customers to virtually try out products and have a more immersive and realistic experience.
However, at this point, virtual and augmented reality in digital marketing is still relatively limited in their scope and application. They serve as highlights and innovative features that help online businesses compete with physical stores. While their full potential may not be fully realized in 2023, they have the potential to significantly enhance the customer experience and bridge the gap between online and offline shopping in the future.
3. How do you anticipate the shift towards privacy regulations?
Brands will be compelled to handle customer data in a more conscientious and transparent manner, leading to richer and more relevant databases for targeted advertising. With stricter compliance requirements, companies may have smaller databases, which means they need to be more strategic and intelligent in gathering customer information. Customers, on the other hand, are becoming more astute and attentive, demanding fewer intrusive and spam-like marketing communications. Quantity is no longer seen as a measure of quality, and businesses risk losing potential leads if they fail to respect customer preferences.
This shift towards privacy regulations also presents an opportunity for marketers to establish stronger relationships with customers. By providing personalized information that is truly relevant to individual customers, brands can foster a sense of connection and interest. Effective segmentation strategies and the utilization of machine learning can enable marketers to tailor their communications based on customer preferences and reactions. Overall, the industry is in a learning phase, adapting to these privacy regulations and exploring ways to provide value to customers while respecting their privacy preferences.
4. How do you think the rise of TikTok and other short-form video platforms will impact digital marketing in 2023?
Indeed, the impact of privacy regulations on digital marketing has already been significant. Large players such as Meta (formerly known as Facebook) and Instagram have faced changes and restrictions due to privacy regulations. Additionally, the emergence of platforms like TikTok has revolutionized the type of content people consume.
TikTok, in particular, has disrupted the traditional consumption of simple photographs. It has introduced more dynamic, attractive, and effective forms of content. This shift allows for the creation of snackable and engaging content experiences. For instance, showcasing a 3D model of a furniture item or using the platform for advertising enables brands to be present in the customer’s daily life and measure results. This approach often proves to be more cost-effective and efficient, allowing for quick adjustments and improvements based on real-time feedback.
Privacy regulations have necessitated a re-evaluation of marketing strategies and encouraged brands to find creative and innovative ways to connect with customers while respecting their privacy preferences. Platforms like TikTok have provided new avenues for brands to engage with their target audience in a more immersive and interactive manner, ultimately enhancing the overall digital marketing landscape.
5. How do you see the increasing importance of micro-moments and on-demand experiences?
One example of this trend is Amazon’s role as a prominent player in e-commerce, offering Sunday deliveries. Brands need to ensure they have products readily available that can be made and purchased on demand, with short delivery times. As marketers, we need to focus on optimizing our websites and information to cater to these micro-moments.
It starts with understanding what we have to offer and making it clear to customers that it is trendy and available. Providing a seamless checkout process is crucial, as any barriers or complications during the purchase journey can deter customers. It is essential to work on the user experience (UX) of our platforms and provide customers with the easiest and most convenient way to obtain what they want quickly. By eliminating any obstacles that could hinder the purchase process, we can create a smoother and more efficient user journey, ultimately increasing conversion rates.
In the age of instant gratification and on-demand experiences, digital marketing needs to adapt to meet customers’ expectations for convenience and immediacy. By leveraging micro-moments and ensuring a frictionless user experience, brands can effectively engage with customers, capitalize on their immediate needs, and drive conversions.
6. How do you anticipate the use of live streaming and interactive content?
With the emergence of the pandemic, there has been a growing trend of live shopping, where individuals sell products in real time. Live streaming is becoming a valuable component of digital marketing, providing an additional channel to reach and engage with your customer base and fans. It allows you to showcase your products and bring them to life through interactive and dynamic experiences.
While viewing images of products is one thing, seeing them in action through live streaming provides a more authentic and trustworthy representation. This can create an impulse for viewers to convert and make a purchase. Moreover, live interactions during these streams can enable various actions, such as signing up for newsletters or participating in real-time Q&A sessions.
In today’s busy lifestyles, where time is limited, e-commerce has already addressed the need for convenience, but live shopping and streaming take it a step further. They provide a solution for customers who lack the time to explore products in-depth by offering engaging and interactive experiences that bridge the gap between online and offline shopping.
Ultimately, these interactive elements and live experiences contribute to enhancing the overall user experience on websites, making them more advantageous for both customers and marketers. By leveraging live streaming and interactive content, brands can connect with their audience in real-time, build trust, and drive conversions in a more engaging and dynamic manner.
7. How do you see the growing trend towards transparency and authenticity in branding impacting digital marketing in 2023?
Many brands are actively working to reduce their environmental footprint and adopt sustainable practices. For example, brands like La Redoute are focusing on reducing plastic usage and promoting sustainable materials. Consumers are increasingly interested in knowing where and how products are made, which is driving brands to be more transparent about their sourcing and production processes.
While these efforts may result in higher product prices, they have a positive impact on the world. Brands are reformulating their products, redesigning their communication strategies, and leveraging their existing channels to communicate their sustainability initiatives and commitments. Authenticity is key in this trend. Brands that prioritize transparency and honesty in their messaging and actions will resonate more with consumers. It is crucial for brands to communicate with integrity and align their values with their target audience. Conversely, brands that lack transparency, like Shein, may face challenges in gaining consumer trust and loyalty.
As a result of this trend, consumers are becoming more mindful in their purchasing decisions. They are looking for brands that share their values and have a genuine commitment to sustainability and ethical practices. Digital marketing strategies need to adapt to this shift by highlighting a brand’s transparency, authenticity, and social responsibility to attract and retain customers who prioritize these values.