As technology advances, there is no denying that it is shaping our lives in previously unimaginable ways. One of the biggest advances that we have seen as technology has grown is in the form of marketing. Marketing technology continues to grow all around us and more and more people are taking notice.
Marketing technology used to be a somewhat hindered principal. Sure, there was email, word of mouth, flyers, billboards and commercials, but many marketing experts started to realize that these methods just weren’t reaching an audience like they used to. However, with the advent of technology, more and more methods to reach a broader audience have been found and utilized to outrageously wonderful results.
Sites and apps like Facebook, Instagram, Reddit and other platforms allow directed marketing to flow towards niche audiences in an all new way. Marketers have also transformed video and audio ads from their old radio and television roots to brand new outlets, such as YouTube, Spotify and Pandora. Targeted ads are becoming more of a science for marketers and ad revenue is how many Internet stars make a living these days. The two are synchronous in how they support one another, which has led for opportunities and unique business ventures that were not available beforehand.
The process of programmatic advertising technology makes the ad buying system more efficient and cheaper by removing humans from the process when possible. Basically, it buys ads for a targeted audience using data to figure out the right ad, the right person at the right time
Something marketing technology has advanced is marketing’s ability to analyze the target audience’s personality on a whole new level. Algorithms and various companies are using new methodologies and techniques in order to gather personality and mood analyses in order to send more targeted advertising and campaigns.
IBM researches predict that, within the next five years, these technologies will be good enough to diagnose psychiatric disorders through simple voice interfaces. You might have noticed this phenomenon before: you mention something, search for a product or are simply browsing and will see ads in side banners or on sites that show products that might be of interest to you. Technology hasn’t gotten advanced enough that search algorithms and targeted advertising can now send you ads that they believe will target your interests specifically, increasing the likelihood of clicks and purchases for sponsored websites.
Something else technology has honed in on is that customers like to feel unique and special in their shopping experience. They like their experiences custom tailored to them, which psychologically makes them more likely to purchase or return to purchase more from the company in the future. This falls into line with the previous marketing technology that attempts to analyze your personality. Platforms like Bloom Reach and Amazon, for example, will take a look at your past searches and trends in order to create a kind of custom shopping experience for you.
The more marketing technology advances, the more personalized your personal experience will become. This sort of behavior is also moving into the physical world more and more and marketers are using it not only to increase sales but the likelihood that the customer will participate in the future. RFID bracelets are becoming a new experiment in the NBA and some sporting events. Why? People are invested in creating a custom experience like notably having the area around your seat light up in your team colors or customizing products that the booth vendors try to sell you. All in all, it is becoming a more and more far reaching technology that is sure to shape how both the online and physical world of retail and marketing works towards forming relationships with customers and fans.
This might all seem confounding and even a little frightening. For technology to become so advanced, it might feel as though the human experience is being taken out of a shopping or personal experience. However, technology is always facing towards a surprisingly more human take on things.
Tracking sales calls, satisfaction with products and having open platforms for people to review and discuss products are all becoming more present. Technology might be the future, but marketers know that they can use it to put a true human spin on any kind of interaction, niche audience or sales pitch if they apply the technology correctly.
No matter how marketing and technology advances, it is clear that the two will continue to evolve side by side as time presses on.
Article by Amber Coyler