Technology is ever changing and developing, bringing something new each year. Staying on top of it can be difficult to do, but as a CMO, you can’t afford not to. Here are twelve technologies that you should be capitalizing on in 2018.
1. Automobile Innovation
The automobile innovation has changed consumer behavior and expectations. From the addition of Bluetooth to crash-avoidance technologies, the automobile industry has seen some big changes already. And now, thanks to the development of AI, we are on the verge of self-driven cars being sold to the public.
The technology behind the automobile innovation has a lot of opportunity for capitalization and should be incorporated as part of a marketing plan even if it’s just as simple as using self-driven cars wrapped in your company’s branding to drive around as mobile billboards.
2. Blockchain Technology
Blockchain technology has a vast number of uses and can be applied in almost any industry it seems. One company, FarmaTrust, allows for massive data analysis of the pharmaceutical industry. They are able to utilize the blockchain to encrypt and process massive data efficiently to help prevent counterfeit medicine from being sold around the world. Cointal is a first-of-its-kind peer-to-peer blockchain marketplace. Their structure enables many people to sell and buy things in an efficient manner.
Cointal CMO, Youssef Azzouzi says “blockchain has provided a safe and secure way of marketing and transacting. This is what we do at Cointal by helping connect buyers and sellers.”
Another key player in the Blockchain space is Acorn Collective, who is building a blockchain based crowdfunding platform that’s the first to be free and open to any legal project in any country. “We offer the ability to do free crowdfunding from anywhere in the world,” says co-founder Dr. Moritz Kurtz. “This is helping bring the power of blockchain to all parts of the world and enables a global economy.”
Blockchain technology is decentralized, incorruptible and unchangeable, and can be shared with anyone. For CMOs, this means more transparency and trust in messaging.
Drones have been around for awhile and have caused quite a stir. They’re a fun piece of technology, but can also be used for many other purposes. Whether you are interested in drones for photography and video for marketing materials or want to go the Amazon routeand explore the possibility of drone delivery, drones are not an opportunity you should pass up.
Before you think to yourself ‘drones aren’t for me and my brand’ consider the examples from a piece from a years ago from Sprinklr which highlighted three big brands doing some amazing things with drones including Red Bull and Coca-Cola.
4. Artificial intelligence (AI)
Artificial intelligence is a broad term referring to any number of different things from lifelike robots to the Siri voice in your iPhone. Digital assistants are one example of AI that can and should be capitalized on. But AI technology is revolutionizing other facets of business, too, especially B2B marketing.
5. The Internet Of Things (IoT)
The Internet of Things refers to computing devices that are interconnected via the Internet. Think smart appliances, smart TVs, etc. The IoT makes life a lot more convenient and efficient for consumers, but it can be used to market to consumers as well. You can capitalize on the technology not only by utilizing it in your day-to-day work but by reaching your consumers through ads that you can communicate through the interconnected smart devices in their home.
6. Company Builders
Company builders are a great resource for startups. Some, like Next Big Thing AG, provide seed funding, engineering expertise, partnerships, and guidance to entrepreneurs looking to build a company in the IoT space. By using company builders, rather than taking on the risk, hard work, and obstacles alone, you would have the resources and connections needed to get your startup off the ground.
7. Virtual Reality
Virtual reality games can be a lot of fun, but there’s more to it than entertainment. It’s expected that virtual reality will continue to grow and take off over the next couple of years and will allow for ads and messages to be communicated in the completely virtual realm. It’s also expected that virtual reality will revolutionize online shopping so getting in on it or at least learning more about it now will help you be better prepared down the road.
Automation technology is on the rise. From the ability to schedule social media posts and Instagram automation to programs that can write content from scratch, the automation tools available for marketing departments is extensive and makes life a lot easier.
Implementing automation tactics gives you more time to focus on overall strategy and content planning. Rather than taking on tasks yourself or assigning them out to be done manually, you can simplify the process and use more of your time on the things that actually need your attention.
9. Digital Companions
With the development of technology, we now have the capability to have digital technologies interact with consumers from the beginning to the end of the sales process. Brands will be able to incorporate a digital companion in in-store experiences, at live events, promotions, etc. and will give the consumers the opportunity to have digital interaction and guidance throughout the entire process.
10. Data Visualization
There is a lot of data and information out there that marketing departments need in order to better tailor their marketing efforts to their target audience. With so much information, though, it can be difficult to sift through it all and narrow it down to what’s really important and matters to any given team and company. Data visualization technology can compile and sort through data, then display it in an easy-to-understand format so that teams and companies can make the most of the information they have.
Livestreaming has been used by zoos to let people all over the world watch their newest additions grow and play and has been used by companies to stream corporate events for those who can’t make it to see, but it’s definitely underutilized. Although the success of a livestream will be dependent on your audience and the direction they take the conversation, it’s a great tool that more marketing teams need to take advantage of.
Whether you stream a Q&A, an event or party, a special announcement, or a product how-to, you should be incorporating livestreaming into your marketing plan.
12. Social Media
Social media is no longer a “new” technology, but it still should be a major part of any marketing plan, especially as it continues to evolve. What may have worked for your organization six months ago could fail to resonate on each platform’s dynamic structures.
“Some CMOs and marketers may not think of social media as a new trend,” says Caleb Ulku, founder of the digital consultancy firm Ulku Logistics. “But the fact is social media today is constantly changing, especially Facebook – which of course famously changed its algrormigthm earlier this year.”
The point being of course is marketers must stay constantly vigilant as to ever-changing world of social media.