_Editor’s Note: This is a guest blog post written by tech expert Beth Kotz details the biggest tech trends for marketers in 2017._Because the future will forever remain a mystery, we can’t be entirely sure about which technological breakthroughs will and won’t take off. For every surefire innovation that fails, there’s another story of quiet, unassuming success. For this reason, marketing teams must be aware of nearly all new and emerging tech trends. Review this list of new developments and consider how they may impact your marketing strategy in 2017 and beyond.
Our smartphone habits have opened the door to more deeply comprehensive mobile marketing strategies. And as they become more sophisticated, smartphones will be tuned in with a wider variety of devices. Marketers can use mobile CRO (conversion rate optimization) tools like Google Analytics and Mobilizer in order to help boost their traffic flow and revenue. The ubiquity of these devices will continue to merge the physical and digital realms - changing our relationship to goods, services, and one another.
Marketers need to know what consumers value and their general preferences in order to effectively reach them. Traditional ways of gauging public opinion are facing a severe overhaul thanks to the power of artificial intelligence, which giants in technology (Facebook, Google) are already beginning to implement. With the help of AI software, marketers can employ sophisticated, automated algorithms that tap more deeply into demographic and psychographic information.
Digital voice assistants - Siri, Alexa, Cortana, and so on - are able to answer questions, organize our schedules and perform simple tasks upon vocal command. These types of software create deeply personalized relationships between consumers and their devices, and that trust is the perfect opportunity for marketers to seize. Now that Amazon’s Echo has sold over 8.2 million units worldwide, over the next few years, their capabilities and “skills” will grow to open a myriad of new marketing avenues.
As streaming video content increases in popularity, marketers are sure to bring their message via video. Companies are harnessing the potential of digital storytelling through video. Last year, Dunkin Donuts promoted their brand through a live tour of their test kitchen for Valentine’s Day. The power of videos in marketing to attract consumers can go much further than a 30-second commercial.
One of the most well-known features of the internet is set to get a boost through Internet of Things technology: social media. While social media marketing is already widespread, IoT can make it more powerful. Through sophisticated data analysis on sites like Amazon and eBay, IoT technology can create ads that are especially alluring for consumers, thus driving business.
Marketing is all about influence, but influencer marketing adds a crucial step. Instead of a campaign that targets certain individuals (known as influencers) and entrusts them to spread the word to others via word-of-mouth marketing, thereby increasing a brand or product’s visibility. Technologies such as the TapInfluence software can help tremendously. Thanks to social media, influencer marketing has a particularly fruitful marketplace. By targeting and tapping into the authority of influencers in their niche, marketers can cut through the noise and reach ad-savvy members of younger generations.
The connective capability of mobile phones and devices has made it so one product is rarely the center of attention. With pressure points dispersed, individual tools are less important than systems with more durability. What’s more, M2M communication - digital assistants to WiFi thermostats, outdoor cameras to door locks, etc - has widened the net to include a much broader range of data. Think bigger, and consider how this synergy can amplify your current marketing strategies.
Marketing can be tedious. To effectively target an audience, you need to be thorough and consider all possible outlets. Using automation software, marketers can accomplish duties like sending emails and analytics easily. As advanced automation technologies increase, marketing teams can delegate repetitive tasks to automated software.
Time is of the essence, especially if you’re a marketer. You need to be aware of whether or not your campaign is effective, and you can’t afford to wait weeks, or even days, to find out. With real-time data programs, marketers can receive information such as social media engagement across different regions. From there, they can fine-tune their campaigns to reach their audience without missing a beat.
Data is gravy to a marketer, and Blockchain might be the future of how data is handled. This software secures data and keeps tabs on any changes that are made. Blockchain will allow for marketers to have full awareness in regards to the placement of their ads, this control could help increase trust between marketers and consumers through boosted transparency.Marketing is a field that never sits still for long - these technology trends might not all explode in 2017, but it’s likely that they’ll see a gradual up rise in marketing usage over the coming months and years. Though there’s a lot to stay on top of, the end result should be an increase in consumer engagement and satisfaction for a lower cost. About the author Beth Kotz is a freelance finance and tech writer with a strong interest in artificial intelligence and its vast potential for society. A graduate of DePaul University, she is currently based out of Chicago, Ill.