eBusiness Weekly
Phillip Jonhera
These IT platforms offer a unique opportunity for brands to connect organically with their demographic by partnering with influencers who boast a loyal following.
Key Takeaways
l The future of digital marketing depends on IT solutions for better customer experiences, personalised interactions, data insights and innovative strategies in a dynamic, competitive landscape.
l These five IT solutions are propelling a digital transformation in the marketing industry, reshaping how brands connect with consumers.
The digital marketing landscape is evolving with advanced IT solutions like AI, automation, data analytics, and personalisation.
These tools are crucial for enhancing marketing strategies, improving campaign efficiency and enriching customer experiences in various industries. Embracing these technologies is vital for businesses to remain competitive and effectively engage their target audience.
IT solutions are essential for enabling Omni channel marketing strategies. They create a seamless customer journey, enhancing brand experience and satisfaction. Embracing these solutions leads to a more cohesive approach in engaging with customers.
1. Artificial Intelligence is the new black
Artificial Intelligence has been revolutionising digital marketing for the last three years by giving users access to advanced data analysis, automated decision-making processes and personalised customer interactions through machine learning algorithms. In the beginning, it was rocket science, but now the technology has become accessible and user-friendly.
The impact of AI on digital marketing is profound and multifaceted. Chatbots are revolutionising customer support, while predictive analytics aids in understanding consumer behaviour and trends.
AI’s advanced data processing capabilities have significantly enhanced customer segmentation for targeted marketing campaigns.
What to expect: AI, once complex, is becoming more accessible, providing advanced capabilities for businesses. Expect ongoing advancements in chatbots, predictive analytics and customer segmentation, driving digital marketing toward a dynamic and personalised future filled with innovation.
2. VR & AR for business
Virtual and augmented reality technologies are reshaping digital marketing by creating immersive brand experiences, engaging content and interactive campaigns that captivate audiences in new and innovative ways.
The advancements in VR/AR technology have transformed online advertising and e-commerce, offering enhanced engagement and customisation for users. Companies can now create immersive brand experiences to connect with consumers on a deeper level, driving loyalty and conversions.
Marketers utilise virtual environments and augmented reality overlays to deliver impactful experiences that leave a lasting impression.
What to expect: As technology becomes more accessible and hardware performance improves, the virtual and augmented reality market will grow. This will increase demand for non-traditional brand advertising, offering a new way to interact with products, fostering loyalty and boosting sales among the Gen-Z.
3. Internet of things as a fresh start
IoT allows businesses to tap into vast amounts of big data generated by IoT devices, offering valuable insights into consumer behaviour and preferences.
Companies can leverage this data to create targeted advertising campaigns tailored to user preferences and behaviours.
IoT technology has revolutionised marketing strategies, allowing for seamless customer experiences and data-driven decision-making.
Marketers can now adapt their strategies in real-time, optimizing efforts for maximum effectiveness and impact. This level of connectivity boosts brand loyalty and drives sales, making IoT a game-changer in the industry.
What to expect: A higher risk of information leakage or misuse comes with increased collected data. Companies will need to intensify their focus on data protection and customer privacy.
At present, IoT devices from various manufacturers often function in isolated ecosystems. It will underscore the importance of developing standards for interoperability between devices from different brands to ensure successful marketing strategies shortly.
4. The era of 5G internet
The advancement in 5G technology allows businesses to enhance marketing strategies and provide more interactive experiences on mobile platforms.
Real-time competitive analysis and optimized strategies in the 5G era give companies a competitive edge, leading to more engaging marketing campaigns.
What to expect: Real-time interactions across digital channels will become smoother, enabling brands to connect with their audiences instantly.
With the ability to deliver personalised content based on location, preferences and behaviour patterns, companies can craft highly targeted marketing campaigns that resonate with their audience.
5. AI-powered influencer marketing platforms
Social media platforms are now essential in digital marketing, utilising influencers to authentically promote brands and effectively engage target audiences.
Influencer marketing platforms provide a unique opportunity for brands to authentically engage with their target audience through partnerships with loyal influencers.
This collaboration boosts visibility, credibility, and ultimately drives sales. By utilising data and market research, brands can analyse campaign effectiveness and gain valuable insights into consumer behaviour, allowing for the development of refined strategies and personalised messaging.
What to expect: The future will see companies collaborating with a new generation of influencers (nano and micro-influencers), setting trends and prioritising authenticity over aesthetics.
In contrast to millennial, Gen Z values straightforward and considerate design in physical spaces, favouring companies that embrace authenticity.
