Digital Marketing
Technology Disruptions –
Key to sustain and remain competitive is to embrace and
invest in Digital transformation, companies that are conservative in investment
might struggle to survive, and we have noticed few examples in a last decade.
Digi Marketing revolution is in progress with cutting edge
technologies enabling marketers to know their customer needs, buying patterns
and dislikes. Each vertical sector has their own customized approach to mark
the segmentation and present the relevant content via optimized channels.
Given these Digital disruptions, here enablers that will
optimize marketing cost and increase more adoption and loyalty.
- · Sensor / IOT / 3D
- · Data
- · AI
- · Presentation
- · Open Source
- · Security
Sensors / IOT / 3D -
Sensors play a very vital role in entire Digital marketing cycle ,
facial detection and customer identification is one of the key consideration to
identify customer personas to optimize customer
navigating and generate interest. Even though there are few
considerations that need to be taken care in terms of security. We might also have 3D technologies used to
large extent in near future to build rapid and customers can feel the end
product.
Data - Data is the
new oil, many companies did realize this very early and started collecting a
relevant data to identify patterns. Data
is the only means to justify the marketing spend and identify the patterns for
customer out reach. As we have seen many countries have tightened the
regulatory process to collect and store customer data. We might soon have
customer profiles consolidated by large corporations for all population in world
and then churn on changing patterns in behaviors. Bots will start tracking these user behavior changes
and present relevant marketing content each step.
AI – Artificial intelligence
changes the entire game by analyzing and predicting the patterns with accuracy,
this will not only help system to function better, they also reduce human
intervention and errors. In my mind,
data analyst job is becoming table stakes and machines would take over lot of
analyst jobs. Premier institutes have
already build robots to learn the human emotions and sentiments; these would
help marketers to know the customer profile and emotions to tailor their products.
Presentation – Personalization is the key for customer interaction, one-content for all concept is stale.
Content format, interfaces and presentation is changing to cater the needs of
cutting edge devices and channels. Content format is getting optimized to keep
more relevant to fit the needs of AI machines and voice activated systems.
Open source Platforms
- Opens source platforms are more
popular and creating lot of opportunities in Digital disruption world ,
exposing API’s for the platform to build custom vertical based solutions is
more popular and will evolve for long
time. This will create new business models and opportunities.
Security –
Security is evolving process to put a fence around system, securing customer
data and systems are the top priority for any organization and also marketers.
