How will brands deliver their messages to the desired target group in the future? Which technologies will advertisers use, from which advances will they benefit? How will online advertising of the future work? How important will robots become and which technologies will be used?
Classic Display Ads are dying out
Actually, classic display ads have always annoyed users and had a rather negative impact on user journey — it is not without reason that adblockers have always been booming, which in turn are constantly being fought by advertisers. Nevertheless, adblockers are harmful to reach and therefore to profitability. As a result, display ads have steadily lost relevance over the years. First-party data has gained in importance, i.e. data that comes from the companies themselves, for example from the CRM system or from user journey analysis on corporate websites. In this way, customers and prospects can be provided with personalized and target group-specific content.
Cross-device identification and real-time marketing
As the Internet of Things (IoT) continues to evolve, digital marketing is also changing. One possibility is Cross-Device Identification (XDID), which is intended to enable consistent advertising experiences. This would not only enable the approach via different end devices such as smartphones, tablets, computers, smart cars, but also via different channels such as apps or messengers.
Closely linked to cross-device identification is the trend towards real-time marketing, where consumers are to be reached in attention-grabbing moments with products and messages that are appropriate from the company’s perspective.
Real-time marketing today means something completely different. Companies are now taking a customer-centric approach to advertising. This will continue to evolve in the future — it’s all about reaching consumers with the right products and messages at the right time. This can be achieved by using apps, mobile-optimized websites and, above all, voice recognition. Speed and accuracy are key factors here, and will be optimized even further as technology and digitalization continue to advance.
Voice marketing as a new channel
Digital assistants such as Siri, Google and Alexa are gaining more and more acceptance among users, even though data protection issues and alleged misconduct are currently emerging among some players. There is still considerable potential, especially in terms of purchases, and the searches via the voice assistants are already being used extensively by their owners.
Block chain as an opportunity for customer communication
Even though block chain technology has experienced great hype, it offers great opportunities for online marketing, for example in terms of transparency and further empowerment of the customer. Those could register themselves against achievements of the advertisers on an enterprise Blockchain and be addressed so target group-fairly. User data can thus be protected against access by unauthorized persons, and desired user behavior such as clicks or other activities can be rewarded with coins.