Marketing should be understood as an always-evolving science. Beyond its practical and profit-driven mission within a company, marketers’ main goal is to reach their potential customers, the more the better, and make them think that the products/service they are selling is not just desired but a basic need. While not long ago these selling campaigns were launch in TV expensive and limited space and in banners on the sides of websites in the digital era, with the disruption of new technologies everything is about to change in ways marketers always dreamed of.
These disruption technologies that would revolutionize marketing can be separated in three: quantum computing, neuromorphic chips, AI and distributed database the likes of blockchain.
For the marketing industry, a specialised channel has been crucial all along these years. It didn’t matter whether the ad was attractive enough and highlighting a strong and catchy motto if the message didn’t reach the right person. That’s why new platforms such Internet and new personalized channels like smartphones have multiplied the selling options so far.
These new technologies will boost existent channels. The largest display in the dawn of the new era of innovation will still be internet, although more personalized than has ever been. In today’s devices and browsers, users share what they have been more reluctant to in the past, their personal data: what they like and dislike, what they are more passionate about, what bring their attention and what do they not at all. These data is pure gold for marketers and the companies they work for to provide customized experiences to unaware customers.
Building up Trust through the blockchain
A complete and relational database is on the works now to leverage ads potential to new standards. Earning customer’s trust has been quite a struggle for companies along the years, these databases, powered by blockchain will allow the “ability to create trust through its audit function, which will enable new models for attribution and consumer opt-in. That, in turn, will give rise to new business models and, most probably, profoundly alter the relationship between marketers and consumers. A trust protocol rewards trustworthy behavior and punishes deception,” as described by Greg Satell from INC. Magazine.
The blockchain is set to replace the current existing databases over the next decade. It provides high security within its platform through encryption, while both parties involved, company and users can be benefited from its trustless protocol. This distributed ledger technology will be one of those revolutions made in the background but with potential to disrupt whole industries.
Machines will learn out of our emotions
Once trust is reinforced by marketers, customization is another pillar where companies are putting their attention to. Now that they have users’ interests, they are willing to exploit them to provide personalized ads. More accurately and relevant they say at Google and Facebook in their cookies policy.
Nonetheless, it makes sense that companies fight for knowing user’s personal interest when selling their products – but always within respect to privacy settings. And new evolution in digital interface is reshaping how ads are displayed in our devices. Artificial Intelligence is taking over more and more apps at a time and these learning algorithms will soon be able to understand our emotions. In this sense, marketers will use this characteristic to display ads according to our mood. If we open our phone through voice recognition or biometrics, the phone will figure out our personal state and thus use it in conformity.
Greg Satell reaffirms this idea and states that “they [new technologies] will also need to seamlessly integrate multiple interfaces, such as touch, voice and biometric patterns to not only respond to our commands, but also our emotions, through changes in facial expressions and other data.”
The next big thing: Quantum computing and neuromorphic chips
On the other hand, new quantum computing and neuromorphic chips will definitely reshape how processes are made and sent, and therefore, users and companies will have to change to being able to understand the possibilities they bring along. In fact, “quantum computing, will create incredibly large computing spaces and the second, neuromorphic computing, will mimic how our brains process information,” said the expert.
These two major emerging technologies are yet to be seen in real action, although possible applications in marketing would be seen in a decade or so. “Much like quantum simulations will enable us to simulate particles in the real world, they may also be able to do the same for consumers. Neuromorphic chips may be able to help us understand the data coming from those simulations and also, because of their efficiency, create sensors that provide more information to analyze,” pointed out Greg.
All these technologies are still in early stage of development, although marketers are closely following them because of their selling potential in the near future. These come to replace obsolete – although still functional – marketing strategies. In fact, There’s nothing wrong about TV ads, although it provides only restricted segmentation across their public. For marketers, it has been difficult to showcase their products to a specific target in this all-inclusive platform, where Car and toys ads have been inhabiting indistinctly the television grill.
The Digital Age, as well, opened up new strategies with dedicated websites separated by topics. It was easier, then, for a clothe company, as example, to place its marketing campaigns in the most visible spot for its target and so it was made sure its seller message was received by the right potential customer.
Now, in the dawn of the Era of Innovation and the 4th Industrial Revolution, AI, robotics, Big Data or Quantum Computing will revolutionise everything we are used to, leveraging the way technology has been seeing and functioning all over these years.
Hernaldo Turrillo is a freelance journalist working now for IntelligentHQ. Hernaldo was born in Spain and finally settled in London, United Kingdom, after a few years of personal growth. Hernaldo finished his Journalism bachelor degree in the University of Seville, Spain, and began working as reporter in the newspaper, Europa Sur, writing about Politics and Society. He also worked as community manager and marketing advisor in Los Barrios, Spain. Innovation, technology, politics and economy are his main interests, with special focus on new trends and ethical projects. He enjoys finding himself getting lost in words, explaining what he understands from the world and helping others. He was born journalist and became a thinker. Knowledge has no limits.