This is the era in which technology has touched almost every area of our lives, so marketing has not remained unaffected by it.
In fact, marketing has experienced the greatest evolution in terms of the adoption of technologies that automate and optimize marketing processes.
However, technology did not only affect marketing in a technical sense. Technological advances have transformed the way customers think, with them getting used to personalized customer experiences and automated customer journeys.
But what will the future of digital marketing in a technology-driven world look like?
There are plenty of future technologies that will evolve in the coming years, and soon we will be able to witness them. Let’s see how marketing that relies on these innovations will experience its own revolution.
Marketers Will Adopt the AI 1st Approach
Artificial intelligence and machine learning have been here for a few years now, transforming the marketing landscape. These technologies offer marketers and business owners real-time insights to enhance customer support, optimize product line pricing strategies and so much more.
However, in the future, we can expect the adoption of the “AI 1st Approach” in marketing strategies.
The AI 1st approach refers to a strategic mindset and operational model where a business prioritizes and integrates artificial intelligence (AI) technologies at the core of its operations, decision-making processes, and product/service development.
Instead of treating AI as an add-on or secondary consideration, companies adopting an AI 1st Approach prioritize the use of AI from the inception of their initiatives.
The AI 1st approach to marketing in the future includes using chatbots in both online and offline stores to effectively advertise products or services.
Companies will improve customer service experiences by using voice-activated chatbots, as will keyboard interactions that are used to promote a product. They will be used not only to relay product information but also to assist a customer with the sale process.
Also, the AI 1st approach will provide marketers with predictive analytics for marketing strategies from the outset.
The Creation of 360º Customer Profiles Will Improve Personalization
The creation of 360º customer profiles involves gathering and integrating comprehensive data from various touchpoints to build a holistic and detailed view of an individual customer.
The term “360º” signifies a complete, all-encompassing perspective. This approach aims to consolidate information from multiple sources to understand and anticipate customer behavior, preferences and needs more accurately.
For creating a 360º customer profile, there is a new software platform that is changing the game: the Customer Data Platform (CDP).
CDPs collect data from multiple sources, such as CRM systems, transactional databases, marketing automation tools, and website analytics, and integrate this data to create a unified customer profile.
Because of these unique capabilities, CDP is expected to be one of the most influential technology systems in marketing in the next 5 years.
The Metaverse Will Continue to Shape Marketing Landscape
When Facebook announced its imminent name change to Meta in October 2020, most of us heard about the Metaverse for the first time, and we thought that this virtual world was our far, far future.
But the metaverse is already here, and a large number of the leading companies in the market have already invested in it. For example, Nike and Adidas have already started exploring the concept of the metaverse by starting their work on virtual shoes.
As technology continues to advance, the metaverse is likely to play a significant role in shaping the future of marketing by offering new ways to connect with audiences and create immersive brand experiences.
Web 3.0 Will Allow the Creation of Interesting Content
While we are still in the Web 2.0 stage, Web 3.0 is about to change the Internet. Technologies such as cryptocurrencies, blockchain, and non-fungible tokens (NFTs) are already transforming the Internet we know and bringing us closer than ever to Web 3.0.
One of the most precious features of Web 3.0 is decentralization. Decentralization will allow users and companies to access and store data and information simultaneously from anywhere in the world.
In the marketing field, Web 3.0 will help marketers produce even more immersive content. How?
Web 3.0 focuses heavily on AI and natural language processing; computers will be able to understand humans better to provide better search results.
Also, combining Web 3.0 with the metaverse will allow marketers to create highly intriguing and interesting content for advertising and communicating.
Virtual Reality Will Become a Mainstream
Virtual reality (VR) is already well-established in the marketing field, with numerous examples of companies using this technology to create unique customer experiences.
VR allows engaging storytelling that enables users to connect with the brand on an emotional level, which is unimaginable with traditional media. It brings a brand closer to the customer and reinforces brand loyalty.
That’s why, by the year 2025, it is expected that virtual reality will become a standard part of marketing campaigns.
The future of digital marketing is an exciting voyage into uncharted territory, with promising new technologies leading the way.
Success on this path lies in the branding audit, which should evaluate the brand’s adaptability to these technologies and the abilities of marketers to embrace change, stay agile, and integrate innovative solutions into their strategies.
The pursuit of authentic connections with consumers, coupled with a commitment to leveraging cutting-edge technologies responsibly, will be the hallmark of successful marketing endeavors.
Those who harness the power of technology to forge meaningful connections and deliver value in this dynamic environment are poised to not only survive but thrive in the exciting era that lies ahead.