A huge percentage of people involved with marketing (marketers) ensure that traditional marketing is obsolete considering the rapid and constant changes in the digital world. Mobile and video are becoming the most efficient mechanism to attract possible consumers. With the huge relevance that digital marketing has achieved for a successful development of any business, 80% of companies are planning to increase their digital marketing budgets to to place themselves as a more competitive entity. There is an agreement stating that a very important factor for the the future and developing of digital marketing will be the role played by new technologies. Below there is a list of some of the most modern technologies that are being implemented and that will guide the future of digital marketing.
Machine learning and the use of robots
Marketing, such as it was implemented in the past, was almost an art. Today is a different history, it is being amplified and optimized, science and new technologies play now an important role. Creativity and human intuition, although important, are now not so relevant, and are being replaced by data technology and algorithms. The breakthrough of media means that in order to be competitive using digital marketing you may need help. There are many digital marketing platforms that provide automation tools that enable you to publish and market at scale. Here are some examples: automated email sequences can be designed to run from opt-in to purchase without human intervention. Social: Tweets and Facebook posts that were all done by hand are now loaded, scheduled and automated.
The data science
It was understood that mail, print and mass media were the only reasonable option to be updated with the last news in every business. Besides this, marketers used to rely on skills and intuition to become more competitive and achieve the desired results. Today there is a new and vital component.
The World Wide Web now gives us with a new element: the data. This is important because it allows us to conclude what works and what doesn’t. The speculation is disappearing. The new emerging media sites like Buzzfeed, Viral Nova and Upworthy’s success is not from just ingenious ideas but by decisions made based on data analysis.
So a new slogan has been widely used by the experts: believe the data …. not your intuition!
Internet of Things (IoT)
There is a new technology which has the capability of changing the way we interact between ourselves and our society. This is called Internet of Things. According to the TheInternetofThings.eu, the idea behind this vision is simple: a network of physical objects (things) can be used in collecting and exchanging data without human-to-human and human-to-computer interaction. It is estimated that by 2020, each household will have more than five Internet-connected devices.
IoT could be the essence of convenience. It might also use as a better way to control data by consumers, if doesn’t matter if they are digital natives or digital refugees. It is not clear yet what, why, how, and when marketers may collect data from these devices — but it is understood that consumers will need and incentive in order to give their information.
Augmentation indicates a real-time view with augmented elements made possible by computer-generated sensory inputs (i.e. audio, graphics, video, etc.) and sophisticated algorithms. The new universe of online application are good examples of this technology when consumers are presented with brand-related information at a whole new level.
Augmented reality have had a huge impact on traditional market, but also on digital marketing, with its help marketers improve the way they interact with their target consumers. The keyword here is “interaction” and not necessarily push branding messages. This technology is based in simple concept: giving consumers the experience they want at the time and place they themselves determine. We can imagine far-reaching changes thanks to augmented reality, This would be easily appreciated with the HoloLens a new technological device designed by Microsoft that will change our perception of the digital.
“Wearable” is a completely new concept, maybe the most famous example is the Apple watch, the wearable technology industry has not reached a saturation point yet and is far from it. These technologies may be considered critical elements of IoT and augmented reality for personal, commercial, and industrial use. This technology doesn’t offer a life changing experience, but this might change for the future.
Wearable technologies will become very popular in about 5 years. When they do, however, digital marketers will be able to capitalize on our attitudes, behaviors, patterns, and trends. These technologies are interwoven in the daily lives of consumers, hence tracking will be much easier.
Almost all of the technologies listed here are already disturbing both the traditional and digital marketing landscape. We have yet to witness the full extent of how emerging technologies will affect marketing, but one thing is clear: Marketers need to understand, adapt and scale their current strategies based on what kind of technologies their target consumers are implementing. If this is done right, marketers will have a better chance at capturing customer details, creating creative campaigns, and boosting online presence. We are in the digital era; the choice is to adapt or lag behind the tech-savvy competition.