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By Maria Venclova
Blog 5 Marketing has changed a lot in the past decade, but it’s about to go through another revolution, thanks in large part to blockchain. While most of us associate digital marketing with things like AI and analytics, blockchain may be the most disruptive technology yet to hit marketers in every industry. Blockchain can manage and record data securely, conduct trusted transactions, increase automation and data reliability, enable data flows among individuals and businesses. Here are some examples how global companies are adapting and utilising blockchain:
Blockchain has immediate impact on supply chain management, and companies like Walmart and IBM have already applied the technology to their own inventory. Fraud verification via blockchain will also help verify the origin and methodology of marketers. Micropayments will also effectively destroy the current concept of mass phishing spam that dilutes the effectiveness of marketing for everyone. Blockchain could also make it difficult for bots to set up fake social media accounts, flood users with deceptive messages, and steal online advertising coin from big brands. Here are some new exciting blockchain startups to watch out for in future: RadPay, a payment and rewards startup, hopes to make blockchain mainstream in 2021. It has a broad spectrum of marketing applications, including cart abandonment reduction, revenue generation, and borderless business. Singapore based Aqilliz is focusing on adtech with three unique products. Proton is an advertising layer which brings about transparency to ad supply chains. Neutron is the company’s solution to identify management for stakeholders, and Electron ensures advertisers receive maximum value from their digital investments.
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Blog 4 Augmented analytics is a term that refers to a process of automating insights using natural language processing (NLP) and machine learning (ML). This emerging trend represents the next stage in big data and analytics, offering a solution for helping organizations cope with challenges like handling complex datasets at scale, democratizing access to insights, and enabling workers at all levels to become more “data-driven.” According to the report, widespread adoption of continuous intelligence (CI) technologies stands to take the Internet of Things (IoT) analytics beyond the operations, maintenance, and control use cases you’ll find in an industrial setting. Soon, we’ll start to see CI play a larger role in strategic planning initiatives, driving organizational change in all industries. As it stands, more vendors are offering out-of-the-box solutions that help brands expand their capabilities–think machine learning algorithms, digital twinning, and data visualizations. Here are some examples:
The bottom line The complexity and scale of data being produced and used by businesses across sectors are more than humans alone can handle. Enterprises have started adopting the new AI wave in analytics to tackle data and improve their processes. Augmented analytics is the disruptor, and leveraging it with BI platforms can help businesses to analyse data faster, optimize their operations and make data teams more productive. Blog 3 People are becoming more comfortable with voice search and trend is constantly increasing, but how actually it impacts online search. It's enough to look for how customers use these tools and resources to prove the tendency. With the world shifting to a digital landscape, people will prefer connecting over digital platforms more. This consumer behaviour will push users further towards utilizing voice assistants, and the companies need to prepare and adapt quickly. Nowadays, brands are focusing on the transition in which touchpoints are transforming into listening points. Organic search will be held in a significant way. As voice searches are growing rapidly due to their popularity.
Voice assistants powered by AI have already transformed the eCommerce trend. Since the new raft of voice applications were released, starting with Siri in 2010 we have witnessed a large growth of smart speaker marker since. For example in-skill purchasing (ISP) is now live within Alexa and rolling out to Google. Users may see this as just another way to waste there money, but what ISP could mean to voice is huge. Being able to purchase through speech alone will blow open the platform to companies interested in financial return. And no longer are voice assistants constrained to just our homes, Apple Airpods already offer users access to Siri, and Sony's Bluetooth earphones integrate with both Alexa and Google assistant. With Amazon Echo Buds and Google’s Pixel buds realised in early 2020. Voice technology has become a key interface to the digital world. Blog 2 Not a process, method, or technique. Storytelling is described as an art … the “art” of storytelling. This requires creativity, vision, skill, and practice. This is why brands are starting to focus on authentic marketing and storytelling. When you market your brand in ways that feel relatable and real to your target audience, you not only win more sales, you gain loyal patrons who are proud to align themselves with your company. Tell a story that appeals to emotion and feels relatable to your consumer. Always tell the truth – your audience will smell fake news from a mile away, turning them off immediately. Genuine, authentic stories are the ones that really hit home on a personal level. Once the narrative is in place, build out your story with visual storytelling elements. Dense writing will scare away viewers, while simple copy broken up with aesthetically pleasing visuals will keep their attention. GIFs used well can be a handy way of introducing moving images in a story, without needing to invest in video or animation. Captivating video techniques are especially useful for showcasing your product and visualising data. For example, check out this immersive story from Honda, on the history of the iconic Honda Civic. shorthand.com/case-studies/honda/ The way we interact with the content we consume changes throughout the day. Some people will access your content at their desktop at work. Others, though, will be reading on a tablet at home, or on their phone during their breaks or commutes. It’s an old lesson, but it’s worth repeating: you need to make sure that your content is fully responsive and works on all devices. Here are some other points to take in consideration:
These are just a few examples of how brands can approach mobile content marketing.Get started with Authentic Content Marketing & Digital Storytelling Blog 1 Digital marketing has become a major part of modern consumerism and building your business. Providing more authentic content, leveraging chatbots and voice search, using social media marketing to a greater degree, and creating an engaging user experience are among the key trends to be aware of and use in 2021. Marketing will become a technology hub on many levels. In-demand skills will cover fields such as data analytics, insights, user experience, customer experience, artificial intelligence and machine learning, to name only few.
Today’s top three tools used by marketers are email marketing, social media marketing and CRM. None of these make top 2025’s list however, in the next five to seven years, a lot of digital tasks currently performed by marketers will be done by artificial intelligence or Cobots (Digital Assistants). Currently, we already have AI tools that perform tasks along the RACE framework (Reach, Act, Convert & Engage) created by Smart Insights. Some tasks include personalised content creation, programmatic media buying, predictive analytics, ad targeting, dynamic pricing and chatbots. It’s true—don’t get left behind. The new technology is coming and we need to be ready for it. Whether you’re just starting in your career or a veteran, these skills will help insulate you against the coming tech evolution. So are you ready for the dawn of the Artificial Intelligence era? |
“CEOs believe that about 30% of marketing budget is going to be invested in technology.” Author: MariaA professional with passion in marketing and experience in sales & business development, specialist in customer success, managing projects and working with corporates and start-ups to achieve goals. |