Professional marketers know that when a new piece of technology comes onto the market, that throwing all their resources at it isn’t necessarily a good investment. Yik Yak is a good example of this, the app was a huge craze when it first came out, but now it is completely defunct.
Although this isn’t the case with every new technology. There are ones that are slower moving but serve a real need, and do deserve attention. From the technologies that will foreshadow entirely new industry paradigms in the next 10 years, to ones that are creeping into our daily lives now.
Digital marketing is in position to be changed forever by these five categories of technology below:
Voice assistants such as Google Home and Amazon Alexa are currently mostly used for basic news briefing functions or the voice controlled music functions – but, this will change as more people get acquainted with them, their common applications will grow.
Something that is on the mind of all search engine optimisation specialists is how the use of voice user interface will change how people search for things. With these devices being sold more and more, it has never been more important to earn the top result in Amazon Search engines. People don’t have time to listen to the top 10 results when asking a question, instead will trust the algorithm and buy the highest rated items out of convivence.
Self-driving cars will cause a massive cultural shift when they finally make it on to the roads, but the main thing on marketer’s minds with this future change, is the device that people will be looking at while being transported in them. This device means bad news for billboards, but for digital ads the news couldn’t be better, allowing them to get their message straight to potential customers.
HoloLens involves augmented reality, which allows the user to view computer-generated images on a user’s view of the real world. Marketers are now starting to take advantage of this in interesting ways. An example of this is with the American home improvement company Lowe’s, they are using HoloLens to allow customers to customise different appliances how they like and see them laid out before they buy. Adweek commented on HoloLens saying, “HoloLens remains relatively untapped…but the wearable could be huge as a visual search engine that layers holograms over the real world.”
Facebook Messenger and Chatbots
The use of robotic helpers to advertise and help advise customers has been in action for a good few years in industries such as finance and retail. Despite this it hasn’t hit the mainstream just yet. This is set to change with Facebook Messenger and chatbots, they are now starting to be smart enough to handle more complex situations.
IBM’s Watson and Deep Machine Learning
Deep machine learning is not limited to just one area of use, it can be used to extract knowledge graphs and charts detailing data points for millions of studies, proprietary documents and patents.
Recently it has become increase useful for finding new solutions for patients around the world. LiveScience commented “Baylor College of Medicine in Houston used Discovery Advisor to pinpoint proteins that modify p53, a protein that is involved in slowing down or preventing tumor growth. Within a matter of weeks, Watson read about 70,000 studies on p53 and identified six other proteins that could modify the protein.”