5 Technologies that will change digital marketing

By:   Fedora Atjeh Fedora Atjeh   |   11/10/2017 11:50:00 PM
5 Technologies that will change digital marketing
5 Technologies that will change digital marketing
As a digital marketing professional, you know that investing resources in a newly emerging type of technology implies a gigantic risk. Professionals know that technologies emerge to meet real market needs. Many of them are in slow growth but they deserve to be watched and watched. All of them have a latent potentiality and the business opportunities that they presage. The technologies of the future in digital marketing are coming and they are doing it with force.

5 Technologies of the future in digital marketing

1. Amazon Alexa and Google Home

Amazon Alexa and Google Home are two examples of intelligent technology used primarily as voice prompted aides. The user voice interfaces make it possible for us to talk with computers to activate different processes or services. The greatest benefit associated with these interfaces is convenience. An advantage is that users can perform several activities at once, leaving their hands and eyes free.

Currently, the many people who own these devices only use them for basic functions. All controlled by voice as information search or other functions related to entertainment systems, movies or music. However, as people become familiar with these devices their applications and common uses expand. This allows us to expand the improvements in performance, uses and functions without mentioning the development in terms of the design that is becoming more appropriate each day to the needs of the users.

The main challenge for creators is to ensure accuracy. The specialists in search engine optimization are attentive to how the "user voice interface" will change the way people search for things. Google, uses rich snippets, elements that provide more information to answer common questions.

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Amazon has sold more than 10 million devices equipped with Alexa. So the main challenge is to ensure accuracy and get the best result in the search engines. When people are in a hurry, they do not have time to listen to the multiple recommendations. They rely on the algorithm to show them the three best-rated items and buy them for convenience.

For Google and Amazon, the challenge is to create a balance between advertising revenue. Their margins on physical items and consumers, trust that the first result is really high quality. If confidence in quality deteriorates beyond a certain level, people can try another service instead of Google or Amazon.

How does it affect our strategies?

These changes will also mean a challenge for digital marketing strategies. The projects will have to consider this technology in their design, positioning and analytical techniques. It will be able to take advantage of its full potential and respond appropriately. These two companies are leaders in the development of future technologies in digital marketing, being an example of change.

2. Waymo by Alphabet Inc.

Waymo, the autonomous car, developed by one of the companies overlaid by the giant Google called Alphabet. They have a module of sensors that work together with a computer and a system that allows, for example, to drive on its own, that is, without human intervention. The use of driverless cars will obviously be a massive cultural change. Marketing specialists believe that there will be more people watching a device while being driven to their destination. Something really significant for the development of digital ads. It's bad news for outdoor advertising. But the slowness in its development of virtual reality and augmented reality, as well as the number of regulations that autonomous cars, gives them a little room for change.

3. HoloLens and Oculus Rift from Microsoft

The Circus of Soleil uses the augmented reality technology of HoloLens to show its designers and engineers different scenarios before being built; Lowe's construction and decoration company is using it in some of its stores to give buyers the possibility to see different design options for their kitchens, countertops, appliances, paint colors, etc. This without actually having to join them. The Microsoft HoloLens mixed reality glasses remain untapped. The Wearable (devices that are incorporated in some part of our body interacting continuously with the user and with other devices in order to perform some specific function) could be enlarged and developed as a visual search engine that places layers of holograms on the real world.

Oculus Rift, the virtual reality company bought by Facebook in 2014, has steadily lowered prices to the point where the average consumer can buy one for $ 200, instead of the $ 2,000 price of the past that was only suitable for affluent users . Facebook knows that these technologies become more valuable to advertisers as the number of users increases. So it makes sense that they try to capture a large market share at an early stage.

4. Facebook Messenger and Chatbots

Facebook's independent messaging application has become an important place for marketing professionals. All interested in reaching the more than one billion users of the platform. Earlier this year, Facebook began testing ads in its Messenger messaging service that appear on the application's home screen, offering brands a new canvas off the news feed to reach consumers while talking with friends.

But not only humans are using the platform. Thanks to the thousands of Messenger chatbots created by developers around the world, Facebook has quickly created another network for users to interact with companies and characters for customer service, shopping or entertainment.

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Chatbots offer marketers the possibility of "making friends" with their customers. It is explained by Beerud Sheth, CEO of Gupshup, a company that builds messaging experiences for Messenger and other platforms. "Consumers use messaging applications to chat with their friends, and now they will chat with brands in the same way. Therefore, brands have the opportunity to become trusted advisors, guides and assistants. Brands that succeed in doing that will gain loyalty like never before. "

Of course, Messenger is not the only popular messaging application. Others, like the Canadian Kik, the Chinese WeChat and Japan's Line, all have very large user bases (not to mention the more than one billion users on Facebook's own WhatsApp).

5. IBM Watson and Deep Machine Learning

One of the technologies of the future in digital marketing are the different deep machine learning programs. A technology that builds algorithmic systems based on previous data trends, models and patterns from which it has learned, expands into multiple applications in the digital environment.

Of all the companies that use artificial intelligence today in industries such as marketing, healthcare and more, it is IBM Watson who has made the greatest effort to help consumers understand their many potential uses.

While AI in deep machine learning programs is often touted as a panacea for brands, Watson has become a popular way for companies to use big data and create great impact.

Brands in general have experimented with IBM's supercomputer since its launch in 2010. Finding success in connecting points within a large amount of data and using machine learning applied to personalized and programmatic advertising.

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With the different and varied data obtained, automatic learning simulates the human decision making process through the use of predictive analysis. Able to learn progressively and improve their performance. They can be applied to millions of studies, it is used to solve a large set of diverse problems with the help of data, channels, content and a wide variety of information. It generates value in the future and is in full boiling thanks to its application in the world of Big Data and the IoT (Internet of Things).

What benefit does it entail?

The underlying benefit of this technology and its applications in marketing will drive a substantial change. With this in mind, large companies and organizations have already begun to apply machine learning to their sales and marketing automation efforts. The automatic learning tools allow to reduce the amount of time dedicated to track data, the so-called Predictive Marketing associated with machine learning programs is assuming an extraordinary change in terms of how to obtain results by companies.

Once companies have the data and the systems are capable of processing them, it is time to enter fully into the next phase: the understanding of the data, the acquisition of knowledge and the extraction of value related to marketing. The new network is fed incessantly with colossal volumes of data that allow you to obtain information about the world. Thanks to this, many new business opportunities appear, based on the availability and exploitation of these new data sources.

Reasons for being alert to technological changes

In the face of any technological advance, marketing specialists will have to pay special attention to one that shows a significant market to guarantee a mass adoption. Certainly the adventure and obsession with all emerging technologies can be counterproductive. It is important to observe the progress that is currently being made to fine-tune the commercialization processes and, while walking with technological advances, analyze them in detail to avoid any errors along the way.

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