This website uses cookies so that we can provide you with the best user experience possible. Cookie information is stored in your browser and performs functions such as recognising you when you return to our website and helping our team to understand which sections of the website you find most interesting and useful.
Our latest news and articles
Indigitall, the Leading Marketing Automation Solution for the Spanish-Speaking Market, Raises€6 Million to Fuel Continued Growth The Series A round of funding was led by Data Point Capital, alongside GoHub Ventures and Adara Ventures to accelerate growth in Latin America and Spain and launch services in the US market. Indigitall provides an AI-based platform to personalize, segment, and automate all digital communication channels. Madrid, 23rd of April, 2024. Indigitall, a company that provides a software-as-a-service(SaaS) solution to personalize digital communications between brands and their customers, has closed an over-subscribed€6M Series A funding round. The funding round was led by Data Point Capital, a venture capital firm based in the United States, along with GoHub Ventures and Adara Ventures, two Spain-based venture capital firms. Headquartered in Madrid, Indigitall’s AI-powered software allows organizations to communicate with their customers across all incoming and outgoing digital channels and to personalize their messaging campaigns according to the unique audiences on each channel.”This new funding will enable us to expand our market-leading position with Spanish-speaking customers by investing further in Latin America and Spain and entering the US,” said Juan Carlos de la Vela, CEO and co-founder of Indigitall.“It represents a major step forward for Indigitall, bringing us closer to our goal of becoming a global leader in the digital communications industry,” added Xavier Omella, co-founder of Indigitall.“We were very impressed by the strong position that Indigitall has staked out in the Spanish-speaking market,” said Mike Majors, Managing Partner at Data Point Capital.“Achieving triple digit revenue growth and profitability in the past three years signals the strength of business and validates the vision of Juan Carlos and Xavier. We are very excited to partner with them in this next phase of growth.”“Their exponential growth, the potential of their product, combined with the knowledge and vision of the founders, and their ability to attract foreign capital, are the factors that lead us to bet on Indigitall. Throughout the process, the team has demonstrated a clear ambition to take the company to the next level, and at GoHub Ventures, we want to support them on that path,” points out Inés Calabuig, Managing Partner at GoHub Ventures.“Indigitall has already demonstrated its transformative impact on businesses, and we believe they are well-positioned to become a global leader in applying an AI-driven approach to the customer journey,” said Rocio Pillado, Partner at Adara Ventures.“We look forward to supporting them in this next stage of growth.” About Indigitall Indigitall’s SaaS platform is uniquely able to personalize, segment, and automate all digital communications in one place. This comprehensive solution covers smartphones, mobile apps, web browsing, Google and Apple Wallet, and messaging apps like WhatsApp, Teams, Messenger, and Instagram. In addition, Indigitall can be seamlessly integrated with any CRM, making it a true omnichannel messaging solution that is unmatched in the market. Indigitall works with over 200 enterprises and has established operations in over 20 countries, including Spain, Mexico, Brazil, Colombia, Chile, Peru, and Ecuador. Notable companies that have integrated Indigitall into their mobile applications and websites include McDonald’s, Bankinter, Banco de Crédito de Perú, Movistar, Televisa, and Grupo Claro. The company also powers customer experience AI chatbots for clients such as Mercadona, El Corte Inglés, and Sanitas. Indigitall is Meta’s exclusive partner for WhatsApp Business Platform services in Spain. For more information, visit https://indigitall.com. Contact Information Kistiñe Acha Marketing Director kistine.acha@indigitall.com
What is Geotargeting? All the Key Insights You may not have noticed, but there are occasions when certain content is restricted by the geographic location of the target audience who will consume said product, be it audiovisual, written, etc.A clear example of this is Netflix, which, depending on whether you are in Latin America or Europe, displays its content with audio in Spanish or Castilian by default. This is what is known as geotargeting.It is a sub-area in the world of segmentation that focuses on the realm of online marketing. Through geolocation, companies control what type of content they show to the public based on their geographical location, leveraging data provided by IP addresses, GPS, algorithms, or databases. Why Target Content According to Location? The raison d’être of geotargeting is quite simple. It has to do with the customs and ways of perceiving the world that different cultures have, or the type of products that work in each location.In the world of film and video games, for example, the covers of these modes of entertainment, until not long ago, were made differently if they were intended for an Eastern audience(Japan, China, Taiwan, etc.), or Western(Spain, France, England…). This was due to the customs of the different regions and the fact that companies sought to target the market in the best way possible, which is why the investment in different covers compensated in terms of profitability due to the greater impact their video game or movie would have. Geotargeting in the Current Era This principle is still valid today, but on a much more local level. In online marketing, geomarketing seeks and achieves the same thing, but to a lesser extent, though with the same principle: maximizing effectiveness based on the locations of its audience. For example, if a user searches for a restaurant on Google Maps, it would not make sense for options from a different city than the one they are currently in to appear. Similarly, if a clothing brand has physical stores in certain geographic areas, it would be more effective to show ads or promotions specific to users near those stores.Therefore, if your business operates locally, geotargeting is essential for you. Knowing When to Use Types of Geotargeting Now, to implement this strategy properly, you must consider the implications of geotargeting. And within this area, there are some aspects to consider if you are going to run a marketing campaign:- Geo-fencing: In geotargeting, this refers to areas within 50 meters around a physical location so that, within the selected geographic space, all target audiences receive the message and/or content that has been created. It is usually done through smartphones.- Georetargeting: Also known as geo-farming, it directly relates to your company’s competition. With georetargeting, you select the areas where your competition is physically present so that when your target audience visits it, you can redirect them to your brand and/or business. Can You Apply Geotargeting on Your Website? One of the peculiarities of this segmentation strategy is that it allows you to adapt it to different types of web development projects, whether it’s a news page, e-commerce, service page… Here are some examples of different cases.- Geotargeting in e-commerce: Online stores can create their website in different languages so that each one is displayed according to the geographic location spoken in the user’s country of origin. Furthermore, prices, available products, as well as offers may vary depending on their geographic location to offer greater profitability.- Regional Advertising: Geotargeting does not have to be on a large scale. Thanks to modern tools, it is possible to apply it even at the street or neighborhood levels of a city.- Market Research: In addition to seeking to impact the audience in the best way according to the region, geotargeting can also be useful for conducting market research according to the geographic position of the target audience in order to collect data and information about it. Geotargeting and SEO Optimization This practice is not limited to advertising and campaigns; it can also be extrapolated to SEO. To understand this, we need to understand the difference between international and local SEO.InternationalHave you ever searched for a page in Spanish, only to find that the results lead you to an English page just because it has a higher number of views? This is a problem that pages without the”hreflang” attribute face.This tag allows developers to include data about the language of their website, from the header to each subpage, where we include the XML sitemap to offer a better experience in versions of the same language, but for versions from different countries or different languages, but for the same country.LocalHere we talk about topics and searches for more specific results, such as”Optician in Madrid” or”Clinic in Guadalajara.” In addition to SEO optimization, the Google bot takes into consideration aspects such as the user’s IP address and their geographic location. Limitations of Geotargeting This methodology is far from perfect, so you should consider some of its most important limitations:- Location Precision: Sometimes location data may not be completely accurate due to various factors such as the availability of GPS signals, the quality of IP address databases, or the accuracy of Wi-Fi signals. As a result, there may be errors in geographical segmentation.- Technical Limitations: It may not be possible on all advertising platforms or in all marketing channels. Some platforms may not offer advanced geographical segmentation capabilities, limiting the effectiveness of the strategy.- Data Availability: The availability of location data may vary depending on the geographical region and the service provider, as in some areas, location data may be limited or unreliable, making precise audience segmentation difficult.In any case, if you have a local business, geotargeting can be a great help in promoting your services or products. And at indigitall, we are here to help you apply it in the best way.
How to Find the Best Times to Post Campaigns When you start creating content on social media for a new audience, it’s easy to wonder what the best times are to post your content, whether it’s Reels, stories, images, videos, etc. This applies to almost any social network: Facebook, Twitter, TikTok, Instagram, X, YouTube… Even on your website, there may be times when it’s more appropriate to publish. Wherever you have plans to build communities, you’ll always have a better schedule for creating your posts. There will be various factors that can affect and/or determine the best times to post your campaigns on social media. That’s what we want to talk to you about today: from the importance of posting at certain times to knowing how to determine which time slot might be better for posting. Why is the publication time important? Let’s suppose you’ve defined your buyer persona and you’ve already talked to your copywriting and graphic design team to create the best graphic pieces. You’ve also thought about how your products and/or services can solve the problems and/or circumstances that make you the best option in the market. You have everything prepared, you’ve been given the content to publish, and it’s time to do it; but the question arises: when should you do it? Suppose your buyer persona is in Madrid. Let’s call him Pablo, a 20-year-old who studies between 8:00 and 16:00 hours, but from 12:00 to 13:00 he has a moment to check his smartphone to consume content. If you decide to publish your content during the hours when he’s in class, there’s a possibility he won’t see it. This would necessarily limit your reach and impact and prevent you from achieving your goals with the networks. And that’s why the publication time of your posts has to be right: not only for each post to reach the widest possible audience, but also to have the repercussion and interaction. If you do it right, the published content will have the possibility of reaching as many people as possible, even if the algorithm of the specific social network decides to limit the reach of your post artificially. How can I know what time is best to post? There isn’t a best time to post that applies to all audiences or different social networks and/or platforms when customizing your campaigns. However, do you know what there is? Some tips you can apply to find out when might be the best time zone to make your posts. That’s precisely what we’ll explain to you next so that you always create the perfect message at the right time for your target audience. Test schedule: you must establish a test schedule considering demographic data, buyer persona, and any other aspect that can help you determine the best time to carry out your advertising campaign.Define the frequency of your posts: no brand makes the same number of posts, either due to the size of the company or for any other reason. The best times to post will also depend on how much content you can post per day. The more posts, the more data you’ll have to research.Calculate the MNP: it’s the Minimum Number of Publications needed to test at different times. For example, 4 posts per day for 5 days equals 20 posts.Study the algorithm of your platform: although all algorithms have the same base, their operation itself is different. Study how the algorithm of the platform where you want to find the best time to post your publications works if you want to have the best results.Establish the trial time: it’s the amount of time you’ll need to obtain the best data based on knowing the best time to post on your platform.Create a schedule: don’t make random posts. Establish a schedule that allows you to find patterns, but also make modifications to look for ways to improve posting times.In addition to all these aspects, you can also use powerful tools to help you collect data to obtain more information about the best times to post. For example, in the case of Facebook and Instagram, there’s Business Suite; and on YouTube, YT Studio. It’s worth noting that these are mobile versions, but you can also access these tools from the user panel in your browser. There are other tools you can use as well, but they’re usually third-party. While some offer free functionalities, it’s common for them to offer better data and more detailed reports for monthly fees. If you’re just starting out in this regard, we recommend using the tools and platforms that come included with all social networks, as they can offer you all the data and metrics you need to determine the best posting times, especially if you have a small and/or medium-sized business. What benefits are there in caring about posting times? Posting at the right time for your target audience can bring great benefits to your brand and/or company, from a greater number of impressions per post to an increase in the number of interactions, whether likes, comments, or shared posts. However, this isn’t the only thing it brings, as it’s crucial to be in the right place at the right time. For example, an Instagram account for fast food will have better results if advertising campaigns are conducted during meal hours for its target audience, which can help it have better conversions and maximize its profitability. That’s why, if you’re interested in running advertising campaigns or just starting with content creation, no matter which platform or social network you decide to use, you should evaluate what the best time is to do so. And if you feel you don’t have the necessary knowledge to do it correctly, at indigital, we’re here to help.
A/B Testing: Know All the Keys Have you ever worried because you don’t have enough conversions? Don’t worry, it’s quite common in many companies, but luckily, this can increase thanks to an A/B test. However, you may not be familiar with this method, which can help you gather more precise information to optimize your marketing campaign. The problem? It requires discipline, consistency, and a lot of organization, but if you have a team capable of accepting this challenge, then you won’t have any issues learning more about the A/B test and how it works. What is an A/B Test? A/B testing is what’s known as a randomized experimentation test; no, don’t worry, it won’t give you random results, but through 2 versions of a product, displayed to different parts of the same audience, performance results are obtained to determine which one works better. A/B tests can be applied in a variety of markets; we’re talking from social media to websites, and they can even be used in more traditional advertising campaigns like television. In any case, the end goal is the same: to obtain information about which of the 2 options used has had a better impact on the audience so that in the future, you can continue in that same direction and further enhance future efforts. What are A/B Tests like in marketing? Let’s say you want to launch a new advertising campaign on Instagram or Facebook for your brand’s latest product, so you reach out to the copywriting and graphic design team to create the visual element that will be published and promoted on social media through advertising. Instead of creating just one image that will be advertised for a budget of$100, there would be 2, and each would be advertised for$50 each. This way, you get a broader view of which elements worked for this new product. But this would be the case for advertising on social media; on websites, for example, you can create 2 pages with different copies that appear to the public under certain circumstances to evaluate which one performs better. Why are A/B Tests important? There are different reasons why using A/B testing can make a difference in the number of conversions a company has, so it’s difficult to mention them all; although we do want to talk about those that might motivate you to use this method. Increased profitability Using A/B tests in your marketing strategy, web design, or advertising can help you more easily find the type of content that interests your audience and leads them to take action, whether it’s a purchase, inquiry, subscription, etc. This will help you shorten the path to understanding what they’re looking for, so conversions will come sooner. Use the right copy You decide how long both copy options are facing the public, but the percentage of results can tell you when it’s time to choose one of them. Perhaps test A gives you 10 conversions on the first day, but test B gives you 50. Clearly, the second copy worked better, so you could do away with the other. Profitability Let’s go back to the example of social media where you invest in advertising for 2 completely different copies. Why would you invest in one with lower effectiveness if you’ve already seen the conversion rates of both? A/B testing will help you make these investments profitable in the short, medium, and long term to obtain better conversion results. Know your target By having different copies, images, etc., published, you can obtain interesting data that will help you better understand your target audience to create more and better content that aligns with their interests. Build loyalty with your audience While A/B testing is an excellent tool for studying the audience, making profitable decisions, and paying attention to all sorts of details, you can also use it to create stronger connections with your target audience. What’s New for A/B Testing in indgital? At indigital, we’re experts in implementing Smart A/B testing. This differs from the traditional model, where after a test with an equal number of users for both strategies, the one with better results will be presented to the others. However, we offer a more efficient, improved, and polished model thanks to the use of Artificial Intelligence. In our system, metrics are evaluated gradually to show users the version that is more profitable for your company or brand, which will help you achieve more conversions. The best part is that setting up smart A/B tests will only take you a few minutes, so you won’t have to worry about learning to use complex tools or taking courses or training your employees. And in just minutes, you’ll have access to unique segmentation features for your A/B tests with InDigital, such as the ability to incorporate multimedia content, segment by geolocation, and optimize by trimming. All of this, along with detailed analysis and downloading of all data reports obtained to better analyze and study all the campaigns you’ve conducted. At indigital, we believe in the importance of creating better connections and providing facilities to companies and brands like yours. So, if you’re interested in improving your conversions, we recommend our Smart A/B Testing system so you can see for yourself how you can increase your conversions in no time.
Digital Analytics: Unlocking All the Essentials of this Vital Step In the digital marketing landscape, for both large enterprises and smaller brands, there’s a crucial aspect that cannot be overlooked: digital analytics. Analyzing metrics, data, and information that a company receives or gathers, whether through leads, marketing campaigns, and/or advertising, among others, is key to understanding the audience.However, if you don’t have a specialized team in advanced analytics, can you leverage this data, make decisions that benefit your company, harness this information to make decisions? The answer to all these questions is that it can be complicated, but in this article, we want to help you achieve it. What is Digital Analytics? When we talk about digital analytics, we refer to the process of collecting, analyzing, and interpreting data related to users’ online behavior, which may include:- Website visits.- Interactions on social networks.- Email marketing actions.- Online transactions. While there are many other ways to collect data, the primary objective of digital analytics is to understand how users interact with a company’s or brand’s digital content to improve the performance and effectiveness of online strategies. Tools for Data Collection Digital analytics utilizes a variety of tools and techniques for data collection, ranging from free tools offered by Google to more advanced solutions provided by data analysis companies. It depends a bit on your project and the projection you have to choose one or the other, but here’s a list of interesting options at your disposal:- Google Analytics: one of the most popular and widely used web analytics tools because it offers a wide range of features to track website traffic, user behavior, conversions, content performance, and more. Not to mention that it’s free for most users, although it has a premium version.- Adobe Analytics: Formerly known as Adobe Site Catalyst, it’s an enterprise web analytics solution that offers advanced data analysis, audience segmentation, A/B testing, and more.- Hotjar: This tool combines user behavior analysis with visual feedback, allowing you to record user sessions, create heatmaps to visualize where users click, and collect direct feedback through surveys and forms. On the other hand, social media platforms usually have default tools that each one offers. YouTube, for instance, has YT Studio, Facebook has Facebook Insights and Business Suite, which is also compatible with Instagram. And Twitter, or X, on the other hand, has its own Analytics. In general, these tools are the minimum necessary if you want to analyze your audience on these social networks. Additionally, there are tools focused on marketing automation so that you don’t have to worry about losing customers. Some of these platforms that have become popular in the market in recent years are HubSpot, Marketo, Pardot, among others, as they include options beyond digital analytics, allowing them to stand out from the competition. Why is Digital Data Analysis So Important? Let’s be honest: every company wants to achieve the best results in their strategies, whether in marketing, sales, virality, and more. Achieving this involves knowing the audience, and there’s no better way to understand your target than by analyzing the data you have about them. This will allow you to:- Make Informed Decisions: Thanks to the data provided by digital analysts, you can make better decisions for the implementation of your strategies to achieve results closer to your objectives.- Optimize Performance: By understanding how users interact with your website, mobile app, social media, or other digital assets, you can identify areas for improvement and continuously optimize your digital strategy to increase effectiveness and maximize results.- Improve User Experience: You’ll better understand user behavior and preferences, helping you design a more satisfactory and personalized digital experience for them.- Identify Growth Opportunities: By analyzing data such as website traffic, conversion rates, and user engagement, you can identify growth opportunities and/or product or service development that might have otherwise gone unnoticed.- Optimize Marketing Budget: By understanding which marketing channels and tactics generate the best return on investment(ROI), you can allocate your marketing budget more effectively and efficiently to maximize results.- Increased Competitiveness: In digital environments, it’s important to be competitive because those who leverage digital analytics have a significant advantage over those who don’t, as the ability to adapt immediately and make informed decisions based on data can make a difference in a company’s success. As you can see, digital analytics may be complicated to understand at first, but if you use it correctly, it can become one of the most powerful tools in your digital marketing arsenal. And if you’re not confident in doing it yourself, at Indigital, we’re here to help. With our team of digital analytics experts, we can help you understand your data and use it to drive your marketing strategy. Whether you need an audit of your digital channels, an audience analysis, or a complete digital analytics strategy, we’re here to provide the best customized solution for your company.
Email Marketing: No One Can Beat Email While it’s true that email marketing has its origins in the 1970s, it wasn’t considered an effective advertising strategy until the 1990s. Since then, it has only continued to evolve into one of the marketing methodologies that, despite the passing years, remains in use. Despite changes in consumers over recent years, email marketing remains effective, as it has adapted to the new times. And considering that we all need an email for our daily lives, it’s highly unlikely that email marketing will disappear. Therefore, it’s important to understand what it is and why it’s still successful. What is Email Marketing? It’s a form of communication via email between a company and its contacts, who are potential customers who have already provided their information and demonstrated previous interest in the products and/or services offered. As a company, by having a database of your customers, you can analyze it to find the best way to create email campaigns that capture the interest of your target audience to achieve a conversion, such as a purchase. It’s worth noting that these campaigns cannot be indiscriminate; within your company’s target audience, you must analyze and study your audience to segment email marketing campaigns. Is it Still Working? If we consider that there are over 4 billion email accounts today and over 330 billion emails were sent in 2022 according to Statista, what makes you think your target customer isn’t among these figures? It’s still working in 2024 because almost everyone needs an email to access essential services such as communication on their smartphone. Hence the importance of considering email advertising campaigns in your company’s marketing strategy. Consequently, advertising campaigns will continue to be used as a means to reach the public as long as the use of emails remains vital. The key question would be how you can use your company’s email to communicate through this medium with potential customers for:- Building loyalty.- Creating communities.- Obtaining data and information.- Achieving conversions. What are the Advantages of Email Marketing? Its presence among marketing strategies today might make you think it offers a series of advantages, and let’s not deny it. If you check your email, you’ll surely find many emails, but you might not see the benefits it brings to the different senders of those emails, so here are some:- Versatility: You can send anything from offers to information or news.- Cost-effectiveness: It’s one of the most economical strategies for marketing.- ROI: If the strategy is well crafted, it can yield results in the short, medium, and long term.- Optional: It’s an additional option to other advertising mediums like Google or Facebook Ads.- Funnel: Users, in most cases, will already be in the final stage of the sales funnel, meaning they’re more likely to purchase your products or services. Challenges of Email Marketing It’s worth noting that implementing email marketing isn’t easy. Let’s be honest, how many emails have you received because you subscribed to a brand or company, but you still haven’t opened them? Perhaps because they didn’t catch your attention or because you’re not interested, and this is where the first of the obstacles lies. But whether users open your email and click is just one of the final challenges; first, you need to obtain customer data to be able to send emails according to your audience’s segmentation. Once you have the data, you need to craft an email that, when sent, doesn’t land in the trash folder because otherwise, it won’t fulfill its purpose. And finally, we can talk about whether the user opens or interacts with the email. While these are significant challenges, they’re not impossible to overcome with a good email marketing strategy. How Can I Implement It? Now, implementing an effective email marketing strategy can be key to your business’s success, so here are some key steps you could follow to implement it successfully.- Define objectives: Do you want to increase sales, create community, or build customer loyalty?- Build a subscriber list: Collect email addresses ethically and transparently from those interested in your products and/or services.- Use an Email Marketing platform: Mailchimp, Constant Contact, or Sendinblue are some of the many available options.- Personalize your emails: Use the recipient’s name and segment your list to send relevant content based on segmentation.- Design attractive emails: Create appealing and responsive designs for mobile devices.- Optimize sending frequency: Be mindful of this to avoid falling into the”spam” category.- Analyze results: Use metrics such as open rates, clicks, conversions, and bounce rates to evaluate the performance of your campaigns. While this isn’t an infallible recipe for success, we’ve provided a series of steps you can implement to develop successful email campaigns, although you should always stay informed of the latest developments to ensure you remain appealing to your potential customers.
I’m sure you’ve seen the next upcoming third-party cookie policy changes on Google Chrome, but I think it’s worth reflecting: Google in its efforts to improve privacy plans started disabling third-party cookies for a small percentage(1%) of Chrome users from the first quarter of 2024. On January 4, they began testing”Tracking Protection”, a new feature that limits cross-site tracking by restricting website access to third-party cookies by default. The company then intends to gradually increase the number of users affected by this change, aiming to reach 100% of Chrome users by the third quarter of 2024. This change is more than just a privacy upgrade; it’s a wake-up call for digital marketers everywhere. Why is a‘cookie’ a cookie, and why does it matter? The term”cookie” in digital technology, derived from”magic cookie”(like a fortune cookie with an embedded message) in computing. It was first implemented in 1994 by Lou Montulli at Netscape to maintain server state, such as remembering items in a shopping cart. As e-commerce and online advertising began to grow, cookies became an essential tool not just for shopping cart contents, but also for tracking user preferences, and login information. Initially, cookies were mainly used by the sites users directly visited(first-party cookies). Over time, advertisers and analytics companies started using their own cookies(third-party cookies) to track user behavior across multiple sites for targeted advertising and data collection. With the increasing use of third-party cookies for extensive tracking, privacy concerns grew. This led to regulatory actions such as the European Union’s ePrivacy Directive(2002) and the General Data Protection Regulation(GDPR) in 2018, imposing stricter rules on cookie usage and requiring user consent. Growing awareness of privacy issues led browsers like Safari and Firefox to start blocking third-party cookies by default in the early 2020s. Google’s decision to phase out third-party cookies in Chrome(originally planned for 2022, then postponed) marks a significant shift, given Chrome’s large market share. This move is part of a broader industry trend towards greater privacy and user control over personal data. In digital marketing, cookies have been pivotal for user tracking and personalization by storing user browsing data, enabling personalized content and ads. They have also been key in ad targeting through third-party cookies that track users across sites, and analytics helping analyze user behavior on websites, aiding in optimization. The Shift to First-Party Data With third-party cookies getting the boot, it’s time to cozy up with first-party data. It’s all about cultivating direct relationships with your audience. Think of it as switching from being a cookie thief(I see you Cookie Monster) to a cookie baker. You’re now in charge of your own delicious data treats. Consider the case of a retail brand that relied heavily on third-party cookies for targeting ads. With Google’s policy change, they must pivot to strategies like email marketing campaigns and loyalty programs to gather first-party data. This shift could mean an initial drop in ad efficiency, but long-term gains in customer loyalty and trust. Digital media and publishing, heavily reliant on advertising revenues, might face challenges, potentially spurring a move towards subscription models and paywalls. The travel and hospitality industry, which uses cookies to tailor customer experiences, may need to focus more on direct engagement and localized marketing to understand and meet customer preferences. The financial services sector will have to balance customer personalization with heightened data security. Regardless of your industry, the worst possible thing to do is to go the way of the ostrich, burying your head in the sand, and doing nothing. Third-Party Data(Someone Else’s Garden) In the digital marketing world, third-party cookies are like using someone else’s garden. You don’t own the garden, but you can gather fruits(data) from it. You benefit from the data, but you don’t have direct control over the garden or the data collection process. In today’s GDPR& CCPA(California Consumer Privacy Act) world, this is problematic, to say the least. First-Party Data(Growing Your Own Garden) We’ve come full circle, a nostalgia tour of sorts, and returned to the source. Shifting focus to first-party data means collecting information directly from your own interactions with users. This is akin to growing your own garden. You plant the seeds(engage with customers directly), nurture the plants(build a relationship and gather data through your own channels), and eventually harvest the fruits(gain valuable insights from the data). This approach gives you complete control and ownership of the data collection process, just like managing your own garden. So as the cookies crumble, grab your gardening gloves and start planting data seeds. After all, a good gardener knows that the best cookies are the ones you bake with your own ingredients. Need help gardening(or eating cookies)? Come talk to Indigitall. Our modular platform empowers digital marketers with AI-assisted, omni-channel messaging and analytics, streamlining the collection and utilization of first-party customer data for personalized marketing campaigns. We’ve got you covered, diets be damned.
Customer support is getting a futuristic makeover thanks to AI bots. These aren’t your typical, bland and rigid chatflow responders; we’re talking about sophisticated GenAI bots that seamlessly interact with customers. But as they become smarter and more autonomous, it’s crucial to ensure they don’t go off-script and turn into rogue agents sowing chaos. Understanding GenAI Bots in Customer Support GenAI bots in customer support are designed to understand and respond to a variety of customer inquiries, making them incredibly efficient and versatile. From handling simple queries about store hours to more complex issues like troubleshooting products, these AI wonders are on the front lines of customer interaction. But as their capabilities grow, so does the responsibility to manage them wisely. Risks of Unchecked AI in Customer Service Imagine a customer support AI bot that starts misinterpreting customer emotions or responding inappropriately to complaints. This could lead to frustrated customers, brand damage, and a world of headaches. The risks include miscommunication, privacy breaches, and even unintentional bias in responses. Kafkaesque doom loops, and“dark patterns” are just some of the things to watch out for. The FTC is watching too as they stated in a blog post last year:“FTC staff is focusing intensely on how companies may choose to use AI technology, including new generative AI tools, in ways that can have actual and substantial impact on consumers.” Establishing Ethical Guidelines for AI Bots Ethics in AI? Absolutely. It’s about programming our AI customer service agents to treat customers fairly and respectfully, just like humans do. This means setting guidelines for privacy, transparency, and unbiased interactions. Implementing Safety Measures and Oversight in Customer Support AI Keeping AI bots safe in customer support involves regular checks and balances. Think of it as quality control– ensuring they’re providing accurate information, respecting customer privacy, and staying within the ethical boundaries. Regular algorithm audits and data accuracy checks are essential. Plus, having human supervisors ready to step in when things get complicated ensures that the human touch isn’t lost. Encouraging Responsible Use and Building Trust Businesses using AI in customer support need to foster a culture of responsibility. It’s not just about deploying the latest tech; it’s about using it in a way that benefits both the customer and the company. Building trust with customers involves being transparent about the use of AI and ensuring there are options for human assistance when needed. indigitall’s Approach to Managing AI Bots At indigitall, we take the management of our GenAI bots seriously, ensuring they align with our commitment to effective and responsible customer support. Our approach is straightforward yet effective: we limit the GenAI bots to the specific information provided by the company. This means that our AI bots operate within a defined range of topics and responses, ensuring consistency and relevance in customer interactions. If a user attempts to steer the conversation outside these predetermined parameters, our GenAI bots are programmed to skillfully redirect the conversation back to topics and responses the company permits. We’re constantly updating our algorithms as the market evolves; we seek to balance between the accuracy of responses, costs, and speed of response. It’s a delicate tight-rope walk, but one worth traversing. These strategies not only prevent our GenAI bots from going rogue but also maintain the focus on providing accurate and helpful support. Through this careful curation, indigitall guarantees a secure and reliable customer support experience, building trust and satisfaction among our clients.