How do you use emerging technology for marketing?

Often the first thing we do when using new technologies is to crudely incorporate them into things we already do. A prime illustration of this is when we don a VR/AR headset to observe a simulated version of our computer screen. However, as VR/AR technology evolves, we’ll discover use cases that allow us to do things we’ve never done before. In the case of VR and AR, it’s not about recreating our computer screen, but rather transporting us into a new world, escaping the boundaries of our physical surroundings, and immersing ourselves in virtual environments that can be vivid, interactive, and awe-inspiring.

In my experience, VR and AR technologies offer a significant leap forward in digital marketing due to their immersive and engaging nature. They allow businesses to tell their stories more effectively, enhancing the customer experience. For instance, VR helps potential investors to remotely tour properties, saving time and resources while adding a novelty factor. Meanwhile, AR can bring products to life in the customer's own space, aiding confident purchase decisions, as seen in retail businesses letting customers virtually "try on" furniture. I have been able to make AR part of my marketing strategies for a few brands, however, that isn't the case with VR yet, given its accessibility issue.

We can create engaging brand experiences with virtual and augmented reality, allowing customers to virtually interact with goods and services offered. I have shared one newsletter on the same. You can check my newsletter on my profile.

AI and ML has empowered marketers like me, through data analysis and content creation. As a marketer, I've seen AI excel in audience segmentation and behavior prediction for personalized campaigns. ML’s prowess lies in generating optimized content. At my marketing firm, we use ML for data-driven content strategies. Ethical handling of customer data is vital. In essence, AI and ML are marketing game-changers, but I feel that they must be wielded responsibly and ethically.

We can utilise AIML to personalize marketing messages according to customer preferences and behaviour. The example shared above is the best to understand this.

We're entering the age of AI, there is no person or company that shouldn't be exploring the potential benefits of AI in marketing. We've been using it for some time, under the careful guidance of legal to ensure we are minimizing IP risk and not exposing sensitive data. Today it's being used to speed up parts of the creative process, by providing concept inspiration, translation, content and imagery for campaigns. As AI companies to continue to explore enterprise options, allowing companies to be confident their sensitive data isn't being exposed outside the organization, the value will grow exponentially WRT testing, data insights, camping optimization etc.

One emerging use of these technologies is in the translation industry. Leveraging either chatbots or voice assistants can open entire new markets for businesses. Imagine being able to instantly communicate with virtually anyone in their natural language.

In my experience, chatbots and voice assistants have streamlined customer interactions in marketing. Chatbots, with their instant response, efficiently handle FAQs and bookings, boosting customer satisfaction. Voice assistants, on the other hand, tap into the hands-free trend, making searches and orders convenient. At my marketing agency, we integrate chatbots for responsive service and leverage voice technology for a frictionless user experience. However, the human touch remains irreplaceable for complex queries. I feel chatbots and voice assistants are invaluable in modern marketing but are still not at a point where they can function without human support.

Actually, I disagree with the notion that IoT and wearables are always beneficial for marketing. While they offer data for personalization, they can also overwhelm consumers with too much information and create privacy concerns. In my experience, incessant notifications from wearables can lead to ‘notification fatigue’, making users disengage. Additionally, the data collected through IoT can sometimes be so granular that it raises serious privacy issues and can erode trust. I feel, we as marketers must strike a balance and prioritize customer trust over aggressive data-driven tactics.

We trust big institutions like social media companies to treat everyone fairly. We know they sometimes don’t. A distributed ledger presents an alternative to trusting big companies. The goal is a protocol that can withstand manipulation. Big tech is able to maintain power by controlling the flow of information and assets. A distributed computer helps people own their future, rather than ceding control to others. Devising a system that can serve as an alternative to trust has never been possible before, but we’re not quite there yet. In my opinion, Ethereum is the closest to this actualization, but it’s an open question whether Ethereum will achieve this end goal; even more undetermined is how people will wield this power if it materializes.

However you use it, do it carefully and with consideration, especially towards security. If you want to be an early adopter you are likely going to have to make decisions with no, or little precedent. This is risky, and you need to make sure you're collaborating across the organization, especially with legal and CIO to minimize the risks. being a fast follower will allow you to reflect on other people/companies experiences and will likely give your stakeholders greater confidence in your proposal. However, being late to the game will give you the least risk, but may also reduce your advantage. My advice is to asses immediately, follow fast with some low risk opportunities and then scale.