As any digital marketer would know, jumping on the latest techno-bandwagon might spell trouble for the brand they are handling. For instance, imagine if you invested time and money on apps like Vine and YikYak for long-term digital marketing plans only for the apps to shut down, then all your strategies would have been wasted.
However, there are technological trends that has the potential to change society at large. How it affects society may be slow, but it deserves a marketer’s attention nonetheless. Here are some of the growing trends in technology that will shape your digital marketing strategies in the next years to come.
Every “Alexa, play Despacito” meme and its many iterations is one way of knowing voice assistant speakers are going to become a staple in many households soon. Majority of consumers who already have the Google Home and the Amazon Alexa are using it to stream music, audiobooks, or the news. But as people are becoming more acquainted with the device, the applications have expanded to other areas, like making a search.
The voice user interface provided by the voice assistants will affect how people make searches online. Search engine optimisation specialists will have to study how the Amazon or Google search engines work with the voice activates queries, how keywords will be targeted, and how the search engines provide the best results for the user.
Virtual or augmented reality
Mixing reality with virtual and augmented reality has allowed customers to experience a product or a service in a different world. Literally immersing them in the experience without leaving the comforts of their homes. AR and VR can help brands spread awareness, increase engagement, and translate all of that to significant sales.
There are many ways to maximise this tech, including: virtual shops or fitting rooms, storytelling campaigns, virtual tours, and more. AR can also integrate everyday objects into the virtual world, which you can already see with the Pokemon Go game.
Right now, big tech companies have started offering AR services to its consumers. Snapchat with their Lens Studio, and Facebook with Spaces. Experiential marketing is starting to become ever more relevant, which means we will see more brands that will feature AR and VR.
You might have received ads on your Facebook Messenger lately from a brand page that you liked. That is one of the many features of a smart Chatbot. Marketers can now send announcements to their customers at any given moment with this feature. This might be helpful for brands who are just starting to build a global reputation. Pair this with targeted ads, and you can achieve top-of-mind.
Chatbots are also able to answer customer queries by analysing the words that were used and providing the best possible result. This allows brands to address customer concerns in real-time, and provide customers with the information they need without the waiting time.
However, brands must understand that while artificial intelligence can take up some of the tasks a community manager can do, human interaction is still important. Make sure that the chatbot does not feel automated, so that when a community manager does take over the conversations do not feel disjointed.
Chatbot queries can also help you identify the key concerns that keep coming for every query that you receive. Collect the data and use these to improve products and services.
An odd addition to this list, for sure. But while it will be years yet before society adapts self-driving cars for legal reasons, but this tells marketers what customer behaviour will be once these cars are commercialised: more people will spend time looking at their screens. This increases the leverage on digital ads and app advertisements brands would like to run.
There used to be a time when the most advanced technological effort you can do for your business is to set up the SSL certificates and improve performance via VPS hosting. Now, there are technological innovations that are not just making a ripple in digital marketing, but can change the way we live daily.
Marketers should be able to study the emerging trends in technology and see which ones will actually disrupt society, ones that will make a big change in culture and behaviour. So make sure you are able to grab the opportunities presented by each trend and study how your business can leverage on them.
An insightful discussion by Grant Cardone and Frank Kern on the future of digital marketing: