Top 10 Emerging Technologies Shaping the Landscape of Digital Marketing

Digital marketing continues to evolve at breakneck pace. As emerging technologies reshape consumer experiences, they open new opportunities for businesses to engage and convert customers.

Sharing my observations on top 10 tech trends set to define marketing over the next few years and a crisp note on how brands can work with them better.

  1. Artificial Intelligence – This of course is first in my list, considering the pace at which it is shooting through the roof. AI is transitioning marketing from intuition to predictive insights. Machine learning applied to structured and unstructured data powers use cases like programmatic ad targeting, content personalisation and predictive lead scoring. Brands must focus on retaining talent and partnerships to harness AI effectively.
  2. Ethical Tech – Since I talk about AI, its potential threats on data privacy must be talked about. Hence this point is the next. As public scrutiny grows over data privacy and algorithmic bias, ethical use of technology will be imperative. Brands must embed privacy and transparency centrally into customer experiences.
  3. Augmented and Virtual Reality – It has been a while that its potential has been applied in various ways across industries. AR/VR takes experiential marketing to new immersive heights. From virtual storefronts to product demos, these techs grab attention and drive conversions. Marketers must craft engaging use cases aligned to business goals vs novelty gimmicks.
  4. Connected Devices – The Internet of Things with smart products spanning homes, cars and wearables provides personalised touchpoints to engage consumers contextually through their daily journeys. Marketers need to find creative ways to add value and build loyalty across devices.
  5. Voice Tech – Pervasive smart speakers and voice assistants like Alexa are changing search and buying behaviours. Brands need optimised audio content and voice app strategies with seamless customer experiences to capitalise on this shift.
  6. 5G – Lightning fast 5G networks will accelerate adoption of bandwidth-heavy mobile apps and video among consumers. Marketers need an optimised mobile-first, video content strategy to stand out on always-connected devices.
  7. Advanced Analytics – Granular behavioural tracking, predictive modeling and attribution analysis will enable precise audience targeting and campaign optimisation. Marketers need to focus on analytics talent and tools to unlock these insights.
  8. CDPs – This will keep evolving as maybe the underdog. Look at it from this way –imagine a world without CDPs or when we did not have such a technology maybe 20 years back. Customer data platforms that unify disparate data sources will facilitate contextually relevant omnichannel experiences. Marketers should evaluate options and execute a CDP strategy.
  9. Automation – Intelligent workflow automation across the marketing stack will boost productivity. Marketers need to identify process inefficiencies and pilot test automation tools.
  10. Blockchain – This is something that seems to have mixed views on how its going to evolve…or not evolve. The decentralised blockchain distributed ledger technology brings transparency. It can help combat ad fraud, enable smart contracts and micro-target loyalty incentives. Marketers should explore its applications to drive efficiency, transparency and engagement.

The pace of emerging tech will only accelerate. Agility, vision and continuous learning will help marketers harness it to engage customers in more meaningful ways.

The views and opinions published here belong to the author and do not necessarily reflect the views and opinions of the publisher.

Ankoor Dasguupta
Ankoor Dasguupta is a Marketing practitioner, and advocate of social impact, driven by kaizen.

Ankoor believes in the power of Energy and Energize while bringing to the table a pedigree of 23 years with a rare combination experience across the spectrum of media - print, digital, mobile, event productions & successful pilot projects. Worked across functions - ad operations, business operations, content, strategy, sales, events, media planning & buying. Ankoor has been part of six Sigma Green Belt project and also worked in cross functional roles with - conglomerates and start-ups. Ankoor has been part of the core pilot team of launching International IPs such as ad:tech, iMedia Summits and TechCrunch events in India. Ankoor has directed and enabled the winning of multiple pitches while actively involved in overall and tactical strategy. Trained from Dale Carnegie in Mentoring, Ankoor is a knowledge manager, avid writer with more than 50 published articles: speaker and jury in multiple forums including reputed B-Schools. Most recently Ankoor has been onboarded on the Advisory Board -Marketing Department at ISBR Business School. Ankoor is POSH Certified and has been selected to be part of core Committee for POSH at 2 organizations during his work tenure till now. Ankoor is also a Tabla player and wishes to sky-dive more often.

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