It has been almost two years now and the COVID-19 pandemic is still going on. The pandemic has accelerated the shift to digital experiences and has ushered organizations to adopt and implement the latest trends and technologies to gain a competitive advantage. According to a survey by McKinsey, COVID-19 has sped up the adoption of digital technologies by several years, and many of these changes could last for a long time.
Let’s have a look at the 5 trends that will shape digital experience in 2022:
1. Data Privacy at its peak:
Collecting customer data and the protection of that data has been an issue for quite some time now. Data breaches can ruin customer experience and they lose their trust in businesses. According to a survey, 50% of customers view a brand negatively after a data breach. In the past one year, many organizations have improved their data privacy and security. This year consumers are more likely to take back control of their personal data, as they are skeptical and anxious about how businesses are using the data gathered. Customer trust is fading because of the growing awareness of the way their data is being utilized. According to Forrester, 10% of businesses will be focusing on privacy and consent journeys. Leading organizations will also be taking the initiative to drive consumer awareness campaigns to help protect their consumers against fraudulent company emails.
2. Increase in the adoption of Artificial Intelligence and Machine Learning:
In the past 18 months, there has been a significant increase in the adoption of AI as businesses have become more comfortable and confident with it. There will be an increase in the integration of chatbots or bots, as it will aid in speed and availability- AI and ML can handle basic queries instantly and support requests. According to a survey, around 74% of executives say that AI will fundamentally change how they approach customer experience, and at the beginning of 2022, 62% of businesses will be using some form of AI technology. Automation not only caters to the needs of marketers but also helps in enhancing user experience and customer engagement, ultimately providing a personalized experience for them. When it comes to AI innovations, there will be advancements in AI-driven software coding, edge AI and computer vision. Businesses need to get ready to embrace embedded AI, responsible AI, and creative AI.
3. Accessibility will be a major priority:
The pandemic served as a wake-up call for digital accessibility. Last year many companies faced lawsuits for lack of accessibility. Since customers worldwide are demanding accessible experiences, many businesses are going to invest in the associated improvements and avoid legal risks. According to a report by Forrester, 84% of businesses are working on accessibility. This will not only serve consumers with disabilities, but also the aging population, creating a better experience for everyone. Another Forrester report says, “In 2022, $10 billion in design spending will shift to vendors and services that commit to accessibility.”
4. Implementing a proficient Martech stack:
There are multiple tools and technologies available in the market. Businesses need to implement the right marketing technology to engage with their customers, speed up processes, cater to the needs and requirements of their consumers. According to a report by Acquia, 96% of marketers say their ROI for marketing tech tools has improved in the last year. 67% of marketers say that their tools hold them back from being innovative. Therefore, take a close look at your marketing technology stack and the customer data collected, and then select the right digital channels to implement.
5. Right content at the right time will be critical:
Many businesses are finding it challenging to fulfill their customers’ needs and provide their consumers with the right content at the right time. Based on the same report by Acquia, 83% of marketers say they struggle to create content that can be rapidly released across all their digital platforms. Businesses need to optimize their use of content and their various channels this new year. Leading businesses have already invested in the right tools and technologies to provide their customers with the right content. The report continues to show us that, the technologies marketers have invested in the past year and have helped enhance their capabilities: 55% in Digital Experience Platform (DXP), 50% in Customer Data Platform and 45% in Digital Asset Management (DAM), Software and Content Management Systems (CMS).
2022 is the year to stand out. We need to embrace the new normal. Quickly adapt, understand your customers, invest in smart tech, and implement the right strategies. Keep these trends in mind, because in this ever-competitive digital landscape, you need to be creative, alert, resilient, and agile to rise to the top.
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