The world of marketing is constantly evolving – shifting towards digital with the ever-growing dominance of search engines, e-commerce, and social media.
Businesses today must increasingly include an online component within their marketing to adhere to the consumer’s needs, wants, and perspectives.
With technology and consumer engagement continuing to progress in the coming years, marketers must also adapt and respond to the emerging trends themselves.
Here are five technologies already set to impact marketing in the future.
Augmented Engagement: Virtual Reality and Market Research
Virtual reality (VR) and augmented reality (AR) will not only change the way we live in the coming years, but it will also have a profound impact on marketing as well.
Complete immersion into an alternate realm designed to engage all our senses will drastically change the way we connect, communicate, and engage with the world. In turn, marketers will have to alter their approach to how they conduct research and gather data.
During the marketing research process, individuals are encouraged to discuss their thoughts and ideas honestly. With the development of VR, this process will become an entirely immersive experience.
In the coming years, expect virtual reality to change market research by:
- Allowing researchers to highlight opportunities to make operations more efficient by modeling systems in augmented reality
- Making employee output more competitive by simulating real-world tasks before implementation
- Allowing focus groups to take place in virtual reality while individuals participate from anywhere
- Overhauling our ability to conduct interviews by providing a method for real-time interaction in three-dimensional space
- Forecasting the impact of changes in consumer behavior with precise modeling in virtual space
- Measuring a business’ productivity as it relates to employee engagement
Virtual reality will change many things in the future, and marketing research will never be the same.
Beacon Technology: A Real-World B2C Connection
Beacon technology, while already in use today, is an applied science with endless opportunities for future innovations.
Tied to the “Internet of Things,” the future of beacon technology is directly connected to marketers’ ability to deliver valuable content when a user would find it most useful. Leveraging the geolocation of a user with specific interests, marketers can engage consumers in real-time.
Say a customer has downloaded a company’s app, opts to receive push messages, and approaches the business. By utilizing beacon messaging while the user is nearby, the business can optimize their engagement with the consumer by offering a special service or promotion when they want it most.
This means advertising messages can become an integral part of our experience in the physical world. If the customer enters the store, the business can provide custom offers, exclusive services, and promotions.
Geospatial Analytics: Moving the World
Our interdependent system of GPS towers, satellites, and data centers provides the ability to locate individuals anywhere on the globe. This interconnected system of geolocation data has huge implications for specific users, as demonstrated by the possibilities of beacon-based marketing described above.
However, this rapid and accurate flow of data also has implications for many other aspects of life. We are connected like never before – meaning marketers have the ability to engage audiences on a grand platform that can be shifted through geospatial analytics.
Marketers will be able use big data to create maps and graphs that simplify complex consumer relationships. By following shifts in geospatial conditions, future advertisers will be able to identify possible marketing trends to deliver more meaningful messaging and even plan location-based events on a scale we’ve never before seen.
Marketing Automation: Efficiency Reimagined
With enhancements in automation ability and the push for delivering more value-driven, personal content, marketing automation has been the great wave of advertising innovation within the past year.
Creative work, personal communication, and delivering value to customers through content will take greater importance as automation increases in functional ability. With marketing softwares prioritizing tasks more efficiently, marketers are able to streamline creative power, creating genuine connections with consumers.
As marketing goals are reached faster electronically, future advertisers can focus on developing greater brand strategies, innovative content creation, and engage customers more efficiently.
Behavioral Email Marketing: Segment of One
“Email is dead” – a claim many advertisers have thrown towards the recent trend of negativity in regard to email marketing. While this may have once been the trajectory, technology and marketing innovation brought back a pulse with the development of behavioral email marketing.
Instead of being driven by a one-dimensional user action on a single interface, marketers can now create a personalized user experiences based on subtle consumer actions across multiple mediums in the social digital universe. Often seen as the ultimate advertising endeavor, this innovation could make the dream of a “segment of one” a reality in the near future.
Innovations in the marketing universe are changing how we work, think, and act. The future is here. Marketing professionals must explore the possibilities and determine how to adapt to this changing world.
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