How will future technologies impact digital marketing strategy?

Future Technology’s Impact On Digital Marketing

circretWhen Apple announced the iWatch last year it got us thinking about what impact future technology would have on digital marketing strategies. In fact it set off a few alarm bells as we realized that within 3 years much of what we offer our clients could be obsolete. Let’s take a quick look at what digital marketing services we offer right now, analyse what technology is coming and how we should adapt our services to stay relevant to our customers.

The status quo

Right now it’s fair to say our current offer revolves around 3 core services:

Search Engine Marketing (made up primarily of Google Ads and Optimisation) designed to drive quality search engine traffic to our clients’ websites. This hinges on our understanding of Google’s advertising tools, the algorithm and ensuring destination websites are optimized and ads/keywords are relevant to the target audience.

Social Media Marketing which at the moment for most businesses in New Zealand revolves around the dominant force of Facebook which enjoys by far the lion share of users in New Zealand. Typically we design a social media strategy that will engage and attract potential customers through a combination of posts and targeted ads based on user profiling.

Website Optimisation to maximise enquiry and sales and reinforce the brand. This starts with an assessment of the goals our our clients business and how we can best convert traffic arriving at the website into enquiry and sales.

Technology Revolutions that will shape the digital world in 2016

Mobile Revolution

There are now 6.8 billion mobile devices in a world population of 7.1 billion people. And with your typical iPhone 6 having more power than the Apollo Mission to the moon it’s little wonder that applications have become so important in our daily lives (selfie anyone?). In fact the way we think about phones needs to change.  Do we now think about the phone as a traditional landline, or a device in your pocket to make calls no matter where you are in the world. Do we still think of it as a phone, or a mobile device that measures how far we run, where the nearest movie is playing or what our facebook friends are up to on their holiday?

Example of the transformation of the phone, watch and tablet

Video Revolution

When a 6 year old dancing on a school stage can capture 30 million views in a matter of hours via Youtube, advertisers are clawing their eyes out in an attempt to tap dance their own way into this viral medium. The cost of producing a viral video can make it an attractive proposition compared to plunging tens of millions of dollars into a 30 second super bowl advertising slot.

Cloud Computing

Enabling businesses to empower their staff to work out of virtual offices anywhere, anytime, on the go without the need to invest in capital intensive activities like office space and air travel/accommodation. Using the cloud every salesperson will have access to the latest information real time giving them a real edge in their presentation to prospective clients.

Artificial Intelligence

The ability to harness the massive pools of data on the web and apply it to an individuals own circumstances opens up the opportunity of providing digital footprints that capture contextual answers to consumer questions e.g. where’s the best local pizza joint in this city? Where can I get the best deals on a pair of nike shoes? How can I quickly get across town?

Internet of Things

Linking every smart device together through the internet. The ability of fridges to tell you when your milk has expired and that it’s already ordered you another bottle will be commonplace in the future. As will your car reminding you your tyres need replacing and suggesting the 3 best suppliers who will balance and install at a time that suits you.

 

So how do these future technologies influence online marketing strategies?

In the near term we’ll continue to see time and effort put into enhancing websites, growing social media engagement and search engine marketing. However, it’s also likely smart devices such as smart watches will play a bigger role in consumer decisions.

If for example voice commands take over finger typing onto a screen in the search for information, that will favour marketing strategies that are geared towards creating smarter digital footprints that places a business front and centre for the target audience.  This requires a combination of artificial intelligence and smart devices that can interpret consumer requests and provide the best solution taking into account a multiple of factors including relevancy of the product or service, price, purchase history and brand preference.

So as a business owner what do you need to know?

It’s more than likely businesses that continue to invest in creating a powerful digital footprint will grow and prosper. This requires ongoing investment in search engine optimisation, consumer reviews, social media engagement and well optimised websites. To discuss how to grow your business online online talk to one of the experts at Onmark, your local digital marketing agency.

The author Stephen Beath is an award winning online marketing expert and founder of Digital Marketing Agency Onmark. You can email [email protected] or find him on LinkedIn.