Automation. Analysis. Authenticity.
If three words could sum up the future of marketing, it would be hard to find a choice more attuned to the needs and concerns of today’s consumer than these “three As”. While the internet is still in its adolescence, it has already fundamentally changed the way brands and consumers interact with one another.
In the internet’s early days, the mystery and power of the platform was mostly untapped and misunderstood. However, today’s forward-thinking marketers have a much clearer understanding of where we’re all going, and what technologies will take us there.
Conceptualizing a trajectory between web 1.0 and web 2.0 (remember when online guestbooks were a thing?) gives us a framework for understanding what to expect from web 3.0 and onward.
There is no universally accepted cut-off between these different types of internet environments. Instead, they refer to gradually changing user behaviors and expectations. These shifts have powerful implications for the success of marketing campaigns that rely on communication.
If we understand the internet environment we use now as the result of an intersection between consumer behavior and technological capabilities, we can draw compelling conclusions about the future of marketing.
These conclusions all share an intense focus on automation, analysis, and authenticity. They are expressed through six important technological advances that will reshape the way brands and consumers interact.
Emerging Technologies That Will Shape the Way Consumers Act
We have identified six main technology-driven marketing concepts that will fundamentally change the way marketing works in the near future. All of these concepts represent new and unexplored avenues for marketers to use when developing solutions for their clients.
- Offline Influencers
- 360-Video, Augmented and Virtual Reality
- Voice-Activated Search
- The Internet of Things
- Precognitive Marketing
- Blockchain Technology
All of these concepts are poised to have far-reaching effects on the marketing industry. Beyond transforming the way consumers behave, they will also transform the consumer expectations. Marketers who want to be prepared for these changes must develop a deep familiarity with these concepts – and how to apply automation, analysis, and authenticity within them – now.