How technological evolution is changing the landscape of internet marketingSteffi Sekar
Online marketing is on the verge of imploding and giving rise to an entirely different business model. With the number of emerging technologies, the online marketing is making a quick shift from contextual marketing to immersive marketing.
Businesses are constantly adapting to the fast-paced change in the way they operate, given the evolution of technology. With the power of progressive technologies like augmented reality (AR), artificial intelligence (AI), machine learning, Internet of Things (IoT), and of course with the insurmountable amount of data, marketers can do anything, from immersive targeting to desirable selling.
It was an amazing shift for me from only writing and publishing content to taking efforts towards marketing them online. Though it seemed like a radical turn around, I managed to scrupulously lay the path. It came as a shocker when, with no fiscal investment (we didn’t have Adwords or any other fancy marketing tool back then), and just dull websites, businesses were able to convince and convert their clients.
How? Thereafter, content led the conversion process.
Peek into the future of online marketing
Online marketing is on the verge of imploding and giving rise to an entirely different business model. With the number of emerging technologies, the online marketing is making a quick shift from contextual marketing to immersive marketing. For instance, the inclusion of social media to our interaction stream has changed the way we stay connected with each other in our daily life, since everything is accessible from our phones.
Take a look at the new innovative technologies we will soon get exposed to. They certainly are going to take the burden off our shoulders by revolutionising the way the online marketing works right now.
As huge as it may sound, AR is starting to change how marketers use gamification for their products. Remember how Pokemon Go roped in the AR tech and had us caught in its fad rage? It gave us an idea about the future of human-software interactions. Meaning, the point where the physical and digital environment will meet each other for betterment. And with some of the recent launches from futuristic companies like Google and Apple — Google’s AR core for Android to Apple’s iPhone 8 — X—specially purposed to support AR, gives us a clear picture.
What will the intrusion of AR within marketing look like? Back in 2010, apps were battling for user attention within the app stores, mainly to get more app downloads. Check out Modiface, which lets users use its AR application to try out beauty products before making any actual purchases.
VR and Online Marketing
Virtual reality and internet marketing shall do great by enhancing the visual/video marketing and, in specific, will level up the transmission of video. Though VR technology requires a slightly heavy budget as of now, its benefits as a business and also as a user is enormous. There are several tutorials on VR technology by Facebook for pushing out Oculus Rift. And with the emergence of revolutionary VR world, as users might expect a different product experience, businesses must offer unique experiences to users even before they ask for it. Marketers would be better off if they opt for it earlier before users get overly exposed to it.
For example, let’s take the most immersive visual experience from Jaguar made for the recent Wimbledon Championship. In it, you will fly above a maze-like CG construction of the Wimbledon site to get dropped into the centre of the court during the match’s high time.
Who did the voice over? Andy Murray! Take a look at Jaguar’s Wimbledon VR Website
With the extremity of wearables we use currently, it’s either making our daily life convenient or pushing businesses towards the edge of death by data. Well, the power of IoT is huge and intricate. The rise in the usage of wearables, such as Apple Watches, will prominently help businesses target their creative adverts to the target audience on time, based on the wearers’ early shopping experiences/online behaviour. The customised adverts have to be more personalised and creative to reap complete benefit from the wearers. An average person checks his smart watch 85 percent more than he checks his smartphone.
So it looks like there are way more opportunities for marketers and businesses to get chosen by the multitude of users. Thus, to become a dominant player within any pre-determined market, businesses must choose to exploit transpiring technologies. Essentially, businesses must know where most of their users linger and what type of conversations they hold a high affinity for. This is the only way to survive in this fast transforming society.
(Disclaimer: The views and opinions expressed in this article are those of the author and do not necessarily reflect the views of YourStory.)