The development in technology and the evolution of marketing are inextricably entwined. Technology has underpinned major milestones in the history of marketing since its inception. The process tends to go something like this:
- New technology emerges and is initially the preserve of technologies and early adopters.
- The technology gains a firmer foothold in the market and starts to become more popular putting it on the marketing radar.
- Innovative marketers jump in to explore ways that they can harness the power of this emerging technology to connect with their target audience.
- The technology migrates to the mainstream and is adopted into standard marketing practices.
The printing press, radio, television and now the internet are all examples of major breakthroughs in technology that ultimately altered forever the relationships between marketers and consumers, and did so on a global scale. But of course marketing isn’t about technology, it’s about people: technology is only interesting from a marketing perspective when it connects people with other people more efficiently. There are plenty of technologies through the ages having a significant impact on various markets – technology that may seem obscure even irrelevant today.
The point is that technology has the ability to open up completely new markets, and to radically shake up existing ones. The mainstream adoption of digital technology – the internet, the software applications that run on it, and the devices that allow the people to connect to both the network and each other whenever, wherever and however they want to -promises to dwarf all that has come before it. It heralds the single most disruptive development in the history of marketing.
The trends that will shape the future of digital marketing includes:
Internet of Things
The Internet of Things (IoT) is a system of interrelated computing devices, mechanical and digital machines, objects, animals or people that are provided with unique identifiers and the ability to transfer data over network without requiring human-to-human or human-to-computer interaction. The major advantage of digital marketing over Internet of things is that once it is implemented all the products available on the internet will turn into a platform of direct relationship/interaction with the respective customer base.
The Internet of Things essentially means that pretty much every object has the potential to become a “smart” object. This can lead some distributors to sell ideas of “once-dumb” objects made into a new technological opportunity. But digital marketers will be able to benefit most by latching onto ideas that enhance a user’s experience and is not just a gimmicky novelty. If the smart object can make things easier, safer, more efficient, more cost-effective, or add more fun into the user’s life, the more likely the smart object is to withstand any sort of fad.
Augmented reality is a digital technology that overlays text, images or videos over physical objects. This technology is meant to provide all the category of information such as location, heading, visual, audio, and video and opens up a bridge for real-time feedback. AR technology has its impact on both traditional and digital marketing and has issued altogether different dimension how marketers interact with their target customers.
Wearables are a technological device that is worn by a consumer and most often includes tracking information related to health and fitness. Considering that very few people can gain access to them gain a real pull in the coming years? However, digital marketers will be able to capitalize on your attitudes, trends and patterns. These technologies are interconnected in the daily lives of customers, which in turn will simplify the tracking process.
Whether this technology represents an opportunity or a threat to you as a marketer depends largely on your business perspective. Success in digital marketing is totally dependent on adapting latest skillsets and how to efficiently anchor new platforms and basically it requires touching the bottom line of business : the customer and comprehend how the digital revolution has totally altered the customer behaviour.
Rahim Makhani is a CEO of Auxano Global Services Pvt. Ltd, is a leading web and mobile development company. He provides solid information on digital marketing and the technologies associated with it.