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How Tech Marketers Are Enhancing the Customer Experience

How Tech Marketers Are Enhancing the Customer Experience

At the end of the day, it’s all about the consumer

Artificial intelligence (AI) and content, and how they can be used to build on the customer experience — these were two of the key topics discussed during a panel session with top tech brands at the recent Technology for Marketing event in London.

We brand experience professionals are always on the lookout for new ways to improve the attendee experience for our clients, and so I’ve delved into how AI and content can help us to achieve our goals, based on the information shared by the panel.

Technology with Purpose

Joe Pulizzi, the session’s chair, made an interesting statement: 2016 has been the year of AI. AI refers to a technology’s ability to carry out complex behaviours typically reserved for humans, by for example, detecting human movement in real-time or recognising and responding to human speech.

Jeremy Waite, evangelist at IBM, responded by advising the audience to get the basics right before they go out in search of the latest and greatest technology. He said that email is still the number one way to sell to customers, and stressed we get these simple things right first, and then look at what’s next.

Tom Smith, product marketing lead EMEA at Salesforce Marketing Cloud, reminded us that AI isn’t a crazy, new, futuristic technology — we actually experience it every day. He said brands like Spotify and Amazon, which create recommended playlists for users based on the content they’ve been listening to are a great example of this. The personalised services that these brands provide aren’t necessarily high-tech, but it’s a great way to build brand loyalty and put the customer at the forefront.

In the context of our industry, this means that technology needs to serve a purpose. Avoid a ‘technology for technology’s sake’ approach, and instead use it in ways that enhance the event experience and tell the brand story. Embrace things like virtual reality (VR), so that delegates can take a behind-the-scenes tours of a brand’s headquarters, or see how a brand’s latest product operates first-hand.  

Cutting Through the Clutter

Peter Bell, senior director product management at Marketo, said that we’re living in a world of content overload, which means content needs to be actionable, measurable, and valuable. He shared an interesting statistic to support this — 50 percent of customers refuse to provide their data because they don't see that they are being delivered a valuable experience.

We have a unique advantage because simply put, brand experiences facilitate live interaction. That said, if we’re not providing the right content at the right time, it will lose its value, and attendees will be less likely to engage with it.

The content that is created needs to be relevant to the people in the room, and varied. We need to think about the different audience segments that are attending an event first, and create the content second. To continue the conversation 365 days of the year, not just during an event, ongoing content also needs to be personalised and relevant to the audience at hand.  

Technology and content are essential to any event, however as we’ve seen here, it’s important to consider how these elements can be incorporated to create the best possible experience for attendees. Technology and content shouldn’t be an after-thought, but carefully considered, so that they match up with an event’s objectives and produce the best possible results for our clients.

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Dan Hall

Business Development Director