Subhakar Rao Surapaneni

Investor, Sales and Marketing Pioneer, Author, Technology Champion, Philanthropist, Leadership Mentor

How future technologies will impact digital marketing?

One intriguing question for today’s digital marketers is this: How technology is going to affect digital marketing in the future? The next decade marketing is going to be highly influenced by the acronym “DDSS” that stands for data, devices, screens and sensors. But marketers should understand the two  important functions of these technologies :

1) Networking: Device to Device Connections,  and

2) Interfacing: Device to Human Connections.

Let’s look into little details how these technologies and other factors might impact digital marketing in the coming years:

  1. Connected Devices

Our lives will be guided by devices. There will be objects that can send and receive information increasing human interactions. Our acts will be monitored, recorded, shared and analysed. And marketing message will keep us following us marketing through smart watch and other electronic devices of our day-to-day lives.

  1. Intelligent Sensors

Intelligent senors in our everyday objects will act like beacon how people are interacting with the world around them. These sensors will work like market research tools to understand customer better. This will usher into a plethora of sensors that can track everything from what people are eating to how they are feeling right at the moment. Marketers are going to leverage more and more sensors data for their future campaigns.

  1. Immersive Screens

It is absolutely clear that we are moving towards 5D technology when it comes to screen. This technology can empower a customer to  virtually experience a thing first hand as if they are in a physical store.  It means marketers must be able to craft immersive story telling to engage with the customers. Marketers must be able to tell stories that compel the customer to think and feel about the marketed products and services.

  1. Human Communication

Communication will be more human than ever before. There will be computers with whom we will be able to communicate without using a keyboard or mouse.In such scenario, marketers have to come up with new ideas of broadcasting and displaying their marketing messages and how to guide the audience to the their call-to-action.

  1. Real Time Analytics

To understand what the customer is thinking and doing and how it can be turned into insights for marketing – analytics will move to the next level. Internet of things will result in a connected world that will give loads of information to the marketers about the consumer. Big Data might be an industry trend, but it is consumers’  personal data from day to day lives that will receive far more importance of the marketers.

  1. Strict Privacy

Privacy is going to be a big issue in the coming years. It already is. People will be reluctant to share their personal  infos more than ever. Marketers will be required at the top of their game to address the consumer privacy issues. Let’s take email marketing for instance. From the opt-in-permission based marketing it might cascade down to also timings-based marketing when a consumer would like to receive your marketing mail.

  1. Personalized Content

And when I say personalized, I don’t mean just click streams content to get more likes, shares and traffic. I mean value-added content which helps customers in solving their problems and helps them in making a purchase. With real-time analytics, marketers will be able to draft tailor-made content for specific individual, which is not the case now.

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