7 New Technologies Shaping Online Marketing For The Better (We Hope)
Source: Jayson DeMers
Online marketing is influenced by a number of tightly interconnected factors, one of the most important of which is the development and popularization of new technology. We take for granted many of the new technologies that have revolutionized our industry—such as social media platforms, or even reaching back to radio and television—but these are only the beginning. There will always be new technologies on the horizon, ready to change the industry in new and exciting ways, and it’s hard not to wonder about how they’ll impact our work.
These seven technologies are in development or just around the corner, ready to change our industry for the better (or so we hope):
1. Augmented reality.
Augmented reality is a technology that’s been around for several years now, but it’s still in its infancy both in terms of its sophistication and in terms of user adoption. However, the augmented reality game Pokémon Go’s recent popularity may be the marker of a turning point in the technology’s importance. With millions of mobile users flooding to the augmented reality concept, marketers are already racing to develop new AR apps, take advantage of AR games and apps already in circulation, and find new ways to engage audiences by bridging the gap between the physical and virtual worlds.
2. Virtual reality.
Speaking of the virtual world, AR may only be the beginning; virtual reality (VR) is even more immerse, completely generating a digital reality for willing participants. Sales for the landmark Oculus Rift device are projected to exceed $2 billion by the end of the year, and though we haven’t yet seen any truly revolutionary functions for the technology (or people wandering around aimlessly with headset attached to their faces), it’s poised for a significant takeoff in the next few years. Advertisements and messages can now occupy a completely immersive realm, and online shopping could be dramatically reimagined with VR capabilities.
3. AI assistants.
Personal digital assistants have gone from being an inside joke among smartphone owners to a reliable means of finding information and performing functions for users all over the world. Siri and Cortana are just two landmark examples of AI systems capable of communicating with users. So far, they’ve already begun to reshape the landscape of search as users have started relying on voice-based queries and more immediate, generalized results that extend both to the web and on-device content. Now, they’re starting to make their way to more home-based devices like Amazon’s Alexa, and they’re only going to develop further from here.
4. Machine learning algorithms.
Google made headlines last year when it announced the deployment of RankBrain, an algorithmic modification working in conjunction to the Hummingbird update, which works to better understand the semantics of user queries and produce search results that cater to a user’s perceived needs. What makes RankBrain special is the fact that it’s a self-updating machine learning algorithm, capable of gathering and interpreting information about its own functionality and improving itself over time. This could open the door to a bevy of new developments, increasing the pace and complicating the nature of future technological breakthroughs.
5. Data visualization.
“Big data” has been a buzzword for a few years now, but it’s still an important concept in the business realm. We now have access to insane amounts of consumer data, giving us hypothetical access to significant insights about consumer behavior, subsequently leading to better marketing campaigns. But having that data isn’t enough to form those meaningful insights. Instead, we need a means of simplifying, presenting, and automatically interpreting that information—and that’s where data visualization comes in. there’s a danger in allowing a simplification to define our paths forward, but this could be a powerful tool for marketers everywhere.
6. Marketing automation.
We’re also seeing a rise in marketing automation technology, from platforms that allow the scheduling and syndication of social media posts to software programs that can write content from scratch (and sound like a human wrote it). These developments are making marketing jobs easier, more straightforward, and more cost efficient, but there’s also a major potential drawback; relying too much on automation could rob you of your creativity, resulting in non-engaging, flat campaigns that alienate your audience.
7. The Internet of Things (IoT).
Finally, there’s the Internet of Things, the term for all the Internet-capable, interconnected devices we’re bringing into our homes such as smart ovens, smart TVs, and appliances that can be remotely programmed and integrated into the same overall system. This technology is convenient for consumers looking to manage all their devices in one location, but it could be just as important to marketers trying to communicate with those consumers. Imagine being able to advertise a product as consumers are using a similar product, or communicating with consumers immediately within their homes.
Keep these promising new technologies in mind as you develop and refine your online marketing strategies, however they’re currently manifesting. It’s hard to say exactly what effects they’ll have; some may yield countless new opportunities for marketers, while others may needlessly complicate our efforts. Some may stick around for many years, until we take it for granted like older communications technologies today, while others may fizzle out as temporary fads that never truly caught on. Only time will tell, and you’ll need to be prepared for anything to have the best chances for success.
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