Digital marketing can, at times, feel like a bit of a juggling act. Such is the pace of change in both available technologies and consumer behavior, that marketers are often left feeling like they’re playing catch up, never quite able to master a new medium before the next crops up and demands their focus. Unfortunately for them, though, it is incredibly important that they try - the best marketing teams are the ones that have their fingers on the pulse and are exactly where their consumers are in terms of technology adoption and use.
And so, brands are continually looking forward to predict which technologies will uproot their working practices and provide new opportunities in the immediate and mid-term future. To get an idea of the emerging technologies industry leaders are keeping an eye on, we spoke to experts from both Melbourne’s Digital Marketing Innovation Summit, and San Francisco’s Chief Marketing Officer Summit, about the tech they see having a major impact on their industries going forward.
Samantha Fay, SVP Global Brand Strategy, Guinness World Records
‘I think the merging of voice and visual is interesting. Voice alone didn’t seem like much of a game changer but coupled with visual so that you’re not asking your Alexa black box but your television instead could be quite powerful.
‘Also, wearables could be a game changer for some industries where by the body is being monitored continually and the opportunity to market vitamins and products that can assist with a perceived need or deficiency as discovered in the monitored stats.
‘The democratisation of tech is another really important aspect. We’ve seen a huge increase in the quality of user generated content from our record holders over the last few years. They now utilise now far more affordable technology like drone cameras, Go Pro footage, 360 video, Osmo steadicams, and of course, are able to produce far more high definition content. We’re looking forward to seeing previously expensive kit becoming cheaper for consumers over time and enabling anyone to capture TV quality footage of their record attempts. The ability to capture 4K quality footage on phones is becoming more prevalent too.’
Sipra Thakur, Former Head of Digital at IMAX
‘AR. AR is at our fingertips already because of Snapchat and Pokémon Go, and a greater portion of the population are familiar with it in everyday life from this (as opposed to VR where the average consumer still needs a tutorial on its use). Pokémon Go was a seemingly overnight success, and because of that, it’s full capabilities weren’t necessarily planned out—like monetization strategies and driving impressions for products/businesses. As AR continues to proliferate, it opens up great opportunities for marketers to integrate the technology to reach customers in unique ways.’
Su Jella, CRM & Digital Marketing Manager at Dulux
‘The changing face of CRM systems. CRM system capabilities have now been extended into various areas of marketing from data management, automation, machine learning and AI. These systems are now packed with technology that is consumer friendly and engages users with human interactions.
‘When it comes to digital marketing, businesses around the world are still behind. According to Altimeter, only 35% of companies have mapped their customer journey in 2017. What’s happened to the other 65%? They haven’t even commenced their customer journey and with the changing dynamics of various digital systems, businesses are going to struggle to keep up with customers, competitors and technology demands, especially with the likes of AI and machine learning starting to dominate technology demands. The biggest disruptor is AI and being able to adapt it to business strategy and revenue outcomes.’
So, essentially, there is a lot for marketers to be keeping on top of. The more exciting, tangible areas like AR and wearables will certainly present myriad opportunities for playful, novel campaigns, and it shouldn’t be the reserve of innovative smaller companies to find new ways to tell stories.
Underpinning the more eye-catching tech, though, are the fundamental building blocks of CRM software and voice technology. The former offers businesses the ability to have their data management, machine learning, and AI projects all housed with one piece of software, areas of marketing that are only getting more important. And voice recognition, currently being popularized by the likes of Apple’s Siri and home assistants like Amazon’s Echo, is a technology with seemingly limitless applications for marketing and UX teams. Brands should be considering how all of these technologies could impact their digital marketing strategies, assessing which will be the most applicable to their target audiences,
Bonus Content: The digital marketing and customer experience landscape is changing, and we all need to change with it. But where do we start? To help you in this journey, this workshop with OpenText highlights their Customer Experience Maturity Model, what it looks like, and guides you through the self-assessment process and how that can help you develop a roadmap on how to position yourself to deliver an exceptional customer experience.