Brian Ferdinand has over 15 years of experience in advanced trading methodologies and technologies. Apart from working as COO for Vacation Rentals LLC, he is also an entrepreneur.
Digital marketing is nothing new; it has been in existence ever since the first business website went up on the Internet. However, newer digital marketing trends have been shaping the way business is done far more radically than the creators of the Internet would have foreseen.
Artificial Intelligence and Big Data
While it has been argued that nothing beats actual human-to-human interaction when it comes to influencing customer decisions, modern computing has nonetheless made it possible for artificial intelligence to come close to the power of the human mind when it comes to promoting products and solutions.
Facebook, for example, already runs algorithms that trace pages you have recently visited and displays “suggested pages” on your timeline. YouTube uses creative native advertising algorithms to promote products based on previously-viewed videos. This trend will not be confined to online platforms in the future, though; some high-end stores are already planning to roll out tracking technologies to determine customer behavior and to suggest products that are more likely to sell among certain market demographics. While there are certain concerns being raised about customer privacy, further improvements will only make the marketing process more secure and airtight, both for the brand and for the customer.
Virtual and Augmented Reality
Virtual and augmented reality has come a long way from being just playthings. With the launch of AR-enabled games such as Ingress and Pokémon Go, the technology has become as ubiquitous as ride-sharing. Already, there are real estate developers who are looking into virtual reality as a type of immersive experience that may be used to promote properties for sale or rent. As an Airbnb aficionado, a 3-D guided tour of a potential staycation spot would be a better preview of the place than mere photos on a TripAdvisor site.
Small business owners can also hook up with larger developers to create immersive VR and AR experiences to promote their products. For example, a guided VR tour inside a strip mall or along a tourist district, complete with food and drink menus and customer reviews, has the potential to draw tourist footprints even before they purchase a plane ticket. Developers can also monetize this chance of exposure as no business wants to be left out of a guided tour.
The Internet Of Things
While the concept of the Internet Of Things has been around for a decade, it is only now that its full potential is being realized. Consumer products, such as appliances, are increasingly becoming interconnected, and this trend will only grow further with the spread of ubiquitous networks, such as wide-area WiFi, LTE, and LoRa.
This technology will soon be available to digital marketers as Big Data is slowly being integrated into IoT. For example, new refrigerators will be able to trace whether a consumer is running low on milk or apples, then send a message to the consumer via a mobile app. Here, digital marketers could chime in with suggested products or services, giving them exposure right at the tips of their customers’ fingers.
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