Why Buyer Expertise Is the Way forward for Digital Advertising

Why Customer Experience Is the Future of Digital Marketing

Customer experience (CX) expectations have changed over the years due to the rise of digital marketing. With better communication options, customers now expect all brands in all industries to offer multi-channel engagement. Brands are expected to maintain simple and clear communication across multiple media channels based on different digital marketing technologies and strategies. Excellent customer experience helps brands acquire more customers and also maintain higher retention rates. Customer data is the key to success in this marketing strategy.

According to PWC, 63% of customers are more likely to share more data with the brands that offer a better customer experience. Customer data enables you to customize the products and services for personalization in order to promote customer loyalty. Successful and engaging CXs are driven by personalization, curated content, and improved customer service.

Companies can use data collected from smartphones and Internet of Things (IoT) devices for an in-depth analysis of customer behavior and purchase intentions. These analyzes help brands predict changes in customer behavior and plan their acquisition, development and retention strategies accordingly.

However, if you are planning an improved customer experience, You need to consider several factors like demographics, personalized customer needs, support levels and others. In this article, we’re going to discuss different ways CX is transforming the future of digital marketing.

1. Beyond conventional obligations

Conventional channels of engagement are constantly challenged by rapid innovations in digital marketing. For example, McKinsey’s research shows that CX executives believe that survey-based metrics provide only 16% of the granular insights into current strategies’ performance.

Although many companies still use online surveys to collect user data, they must invest in advanced technology and analytics. Take an example of innovation such as voice commerce, which involves all of eCommerce Customer experience is driven by intelligent assistance technology.

This has resulted in a huge market that is growing rapidly and providing better CX performance for multiple companies. According to Marketwatch, the voice commerce market reached $ 30.4 billion in 2020 and is expected to grow to $ 1,377.0 billion by 2027 at an average annual growth rate of 77%.

However, the voice assistant isn’t the only innovation driving digital marketing strategies for an improved CX. Voice assistants use natural language processing (NLP), and you can leverage such innovations for several other marketing applications.

2. NLP-based CX

NLP helps interpret human language and offers specific terms that you can use to improve the customer experience. Every organization is working to better understand users’ intentions and planning their strategies to meet them. NLP helps these organizations understand the real meaning of user search.

Another aspect of NLLP that you can use to improve CX is engaging content. There are several examples of NLP-based tools that you can use to make beautiful copies for your customers.

However, the best use case is integrating a chatbot that uses NLP to improve the customer experience with powerful solutions, answers to their questions, and personalized recommendations. Likewise, there is an entirely new paradigm of recommended suggestions that drives the new era of digital marketing.

3. Product suggestions

If you have ever used the Amazon platform to purchase a product, you may have experienced the product recommended by the recommendation engine. It’s one of the best examples of artificial intelligence being used by an e-commerce giant for an enhanced customer experience. You can also use such strategies for digital marketing campaigns and improve the CX.

Take an example of a children’s clothing company looking to improve customer satisfaction. The core customer base here consists of children from whom it is not easy to get feedback. However, you can use AI-based algorithms designing an application to incorporate a gamification approach to creating a digital feedback system.

Now every child can play the little game on their parents’ device that showcases your products and prompts them to provide feedback through games. Such an approach can provide insights at the most granular level and help you improve the comfort of your clothing.

When you show your customers empathy and compassion for improvements in their experience, they will understand your vision as a brand. At the same time, however, you need to ensure that your data remains private with increased security.

4. Safe experiences

Security is one of the most important aspects of CX. Even the most reliable digital marketing plans and strategies won’t help if you don’t have secure platforms. Additionally, due to the modern era of multi-channel interactions and the increasing integration of social media for digital marketing campaigns, cyber threats have increased. However, there are several ways to ensure that user data is secure, such as: These include enabling HTTPS protocols, incorporating user authentication technologies, defining robust security policies, and others.

These security measures ensure the security of the data and enable compliance with important data regulations such as the GDPR. For example, the HTTPS protocol ensures that HTTP logic is implemented and the data exchanged is secure. In addition, you can buy SSL certificates from multiple vendors who offer HTTPS-based security services and encrypt the data.

SSL (Secure Socket Layer) ensures that the data exchanged between a user’s device and the browser is encrypted in order to remain anonymous. In this way, the data remains hidden and cannot be exploited by MiTM or man-in-the-middle attacks.

You can also use two-factor authentication via one-time passwords or an authentication application. It adds an extra layer of protection to your platforms by verifying the identity of the user. Hence, no phishing attacks or malicious injections can exploit users’ data and provide a bad CX. With improved security measures, the customer experience is organically improved due to the higher level of user trust in the brands.


When planning your digital marketing campaigns strategically for an improved customer experience, an analysis of the system is of paramount importance. It helps you understand the limits of your system and architecture to meet changing customer needs. Another essential aspect that you can use in such an analysis is the need to integrate various innovations. Such research will allow you to find multiple bottlenecks and plan integrations like AI and NLP for better CX.