Reshaping Marketing with Latest Technologies

By Apac CIO Outlook | Monday, January 06, 2020

Companies that formulate scalable marketing ecosystems during the next wave of society altering tech, coupling commercial with consumption intent more effectively, will unlock astronomic growth and could well be on their path to becoming corporate superpowers. Early adopters who are willing to take the risk are the ones who shall benefit the most

FREMONT, CA: The commercial adoption of the internet began in the 1990s, and very few predicted how it would overhaul the marketing industry over the next two decades. The advent of ingenious search engines that can navigate a plethora of websites, along with the first online display and search ads, marked a turning point in marketing dynamics, as customers' active search behavior allowed a much more relevant and efficient ad delivery. The onset of social media marked another milestone that opened the doors to comprehensive data on user demographics, preferences, and interests offering marketers with unique targeting options. World reforming tech giants such as Google and Facebook are built upon the foundation laid by innovative advertising.

Similarly, companies that formulate scalable marketing ecosystems during the next wave of society altering tech, coupling commercial with consumption intent more effectively, will unlock astronomic growth and could well be on their path to becoming corporate superpowers. Early adopters who are willing to take the risk are the ones who shall benefit the most. Also, agencies are likely to emerge with their own tools and business models to complement the most impactful future marketing technologies.

Big Data, Artificial Intelligence, and Quantum Computing

These three buzzwords are quickly becoming household names in every sector. Combine them, and they can ridicule the most significant technological advancements. AI and big data already deeply rooted in core marketing activities for both large and small digital enterprises. 33 percent of Amazon's total sales is accounted for by recommendation engines, while companies like Samsung focus on multi-channel sentiment analysis.

Vast quantities of information power the continuous learning machines of AI by applying mind-bending processing speeds of quantum computers to tap ever-increasing sources of big data. It has the potential to deliver unique insights, automate a multitude of tasks, and even take over various decision-making aspects from humans. Big names like IBM, D-Wave, and Microsoft are looking to invest heavily in quantum computing. At the same time, Google has already modeled quantum neural networks in a race to build the first stable and commercially viable quantum computer. Experts believe this would be a force (artificial) of nature that can enable the conception of a significant number of potential AI-powered applications.

Internet of Things

Smartphones, laptops, commercial machines, and some sensors comprise a majority of the gateways to the internet. This, however, is rapidly changing as the physical and digital realms continue to converge. It is estimated that by 2025, a total of 41.6 billion IoT devices will be generating 79.4 zettabytes of data. While the figure may sound frighteningly astronomical, it is also brimming with immense potential at the same time. A world where anything powered by electricity can be connected to each other and the internet is not far away. Beacon technology, 5G, sophisticated sensors, self-driving cars, smart wearables, and smart homes mark the beginning of this technology.

Voice and Virtual Assistance

Voice, one of the most ancient forms of human interaction, has now become the core of technology that harnesses the powers of AI. Voice command based programs like Alexa, Siri, and Google Voice Assistant are slowly transforming into a ubiquitous and seamless UI that will change the way we find information, consume media, and buy things. In the U.S. alone, 61 million people own a digital assistant, which has resulted in 20 percent of all mobile searches being conducted orally. Google’s plans to integrate voice query data into the Search Console and roll out Google Actions will allow Google Assistant to interact with the content of a website, resulting in virtual assistants turning an inevitability in the future.