The outcomes
of the future are pretty uncertain eventualities. But yet, we as humans strive
to predict future outcomes and scenarios in a variety of ways.
For example
the complete guesswork of choosing your lottery numbers, to the more logical
science & technology based efforts of meteorologists predicting future
weather patterns.
Needless to
say, human beings have an innate desire to analyze patterns and contemplate the
unknown.
More
effective targeting of consumers
In the last
few years we have seen a real surge in targeting consumers via mobile. Be it
location based, device specific or proximity marketing – the more of your data
that brands and marketers can collect, the more accurate (and therefore
effective) the ads & mobile offers you’ll receive will be.
Presently,
marketers are placing large value on programmatic mobile advertising (also
known as programmatic media buying) which is essentially using technology (such
as an artificial intelligence system) in order to automate the facilitation of
buying and selling adverts to target a hyper-acute audience.
Well for
one, artificial intelligence systems are still in their infancy and have a
while to go before they will be able to match the superior cognition of the human
decision making process. However, with large strides in the field of AI and
progress increasing at an exponential rate, we could be looking at a system
that can make decisions as effectively (if not more so) than the average human.
Programmatic
advertising is likely to become available to a wider audience at much lower
costs. It’s also likely we’ll see ad agencies adopting their own personal
programmatic assistants, completely programmable and able to purchase thousands
of targeted ads every second – eliminating the need for human effort.
Increased
use of wearable tech
Wearables
have become all the rage in recent years, with Fitbit wristbands to track
workouts, and smart watches you can use to pay for your lunch – the adoption of
wearable technology has reached impressive proportions and popularity does not
look likely to curb anytime soon.
Needless to
mention, all this wearable tech comes with a lot of data and you can bet your
sweet behind that brands are getting more adept at logging, analyzing and interpreting
this data so as to better market you their products and services.
Current
trends aside, what can we expect from the future of wearables and the marketing
strategies that stem from this industry?
Well to
begin with, we can start analyzing recently patented wearables that are still
in their concept stages. For example, Japanese tech giants Sony have recently
filed a patent for a smart contact lens that can record and store video with
the blink of an eye. It is safe to say that technology like this could change
the game (again) for marketers and advertisers. Some have even considered an
integrated virtual assistant built into the eyepiece!
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