In your readings this week you will learn about some existing and emerging technologies and how they can be used to improve marketing and the customer experience. Choose one of the following technologies:
Artificial intelligence
Chatbot
Extended reality
Voice marketing
Visit ANA Futures to learn about these technologies or another technology that may be new to you. Describe an experience you may have had with this technology as a consumer and how it affected your experience with a company. GettyImage_1272761846TOPIC 2: Ready for Future Customers?PROMPT: Using the product or service you selected for your written assignments, consider how will your client market this product/service to potential customers in Generations Z and Alpha? Is your client ready to do so?
Describe Gen Z in terms of behavioral, demographic, and psychographic characteristics. Chapter 2 Generation Gap in Marketing 5.0.
Describe Generation Alpha in terms of behavioral, demographic, and psychographic characteristics
Full Answer Section
Impact on Customer Experience:
Voice marketing, through smart speakers and virtual assistants, offers a hands-free and personalized way to interact with brands. Here's how it impacts the customer experience:
- Convenience: Voice commands simplify tasks like reordering products or scheduling appointments.
- Accessibility: Voice interfaces are helpful for people with visual impairments or those who prefer hands-free interaction.
- Personalization: Voice assistants can learn user preferences and suggest relevant products or services.
However, voice marketing also presents challenges:
- Limited Scope: Current voice interfaces may not handle complex requests as well as traditional interfaces.
- Privacy Concerns: Data collection through voice assistants raises privacy concerns for some users.
Marketing to Gen Z and Alpha:
Generation Z (Born 1997-2012)
Behavioral:
- Tech-savvy and comfortable with digital interactions.
- Value authenticity and social responsibility from brands.
- Short attention spans and prefer concise, engaging content.
Demographic:
- Largest generation in history with significant buying power.
- Diverse population with global perspectives.
Psychographic:
- Entrepreneurial and independent.
- Seek unique experiences and self-expression.
- Socially conscious and environmentally aware.
Marketing to Gen Z with Voice Marketing:
- Focus on convenience and personalization: Allow voice orders with customization options.
- Partner with influencers: Utilize voice-based endorsements from Gen Z influencers.
- Interactive voice experiences: Develop voice quizzes or games related to the product.
Generation Alpha (Born 2010-present)
Behavioral:
- Growing up entirely in the digital age.
- Comfortable with augmented reality and virtual reality experiences.
- Highly visual learners who respond well to interactive content.
Demographic:
- First generation born entirely in the 21st century.
- Children of millennials with potentially high disposable income.
Psychographic:
- Highly tech-dependent and expect seamless digital experiences.
- Value education and entertainment combined (edutainment).
- Likely to prioritize sustainability and ethical practices.
Marketing to Gen Alpha with Voice Marketing:
- Develop voice-activated educational games or stories related to the product.
- Partner with child-friendly characters or educational platforms for voice-based marketing campaigns.
- Focus on voice-enabled parental controls and safety features.
Client Readiness for Future Customers:
Many companies are still in the early stages of adopting voice marketing. To be ready for Gen Z and Alpha, they need to consider the following:
- Investing in user-friendly voice interfaces that understand natural language.
- Developing voice-based marketing campaigns that are engaging and informative.
- Prioritizing data privacy and building trust with consumers.
- Ensuring voice experiences are accessible and inclusive for all users.
By understanding the evolving needs of Gen Z and Alpha, and embracing new technologies like voice marketing, companies can create personalized and engaging customer experiences that will resonate with future generations.
Sample Answer
Considering Customer Experience: Voice Marketing and its Impact
Technology: Voice Marketing
Personal Experience:
Recently, I used a voice assistant to reorder my favorite laundry detergent. While folding laundry, I realized I was running low and simply said, "Hey [Voice Assistant], reorder laundry detergent." The assistant confirmed the brand and quantity, and within seconds, my order was placed. This experience was incredibly convenient and saved me time compared to manually navigating a website or app.