Blockchain, big data, machine learning, and augmented reality – what’s next for the advertising and marketing industry
It’s impossible to keep up with all trends, and there are things that only seem trendy at first glance, but in fact, they will stay with us for a long time. Blockchain technology, which exploded the media space a few years ago, allowing everyone to play at the best online casino NZ, is not only keeping up but also taking over more and more new areas. The same can be said for machine learning, artificial intelligence, voice search, augmented reality, and big data. We will tell you what technologies are transforming marketing today and how to keep up with the new reality.
How Blockchain and Marketing Are Connected
Although blockchain appeared relatively recently, it is already successfully used in digital marketing: it provides complete transparency, security, and accessibility of transmitted information or financial flows.
Brands benefit from this solution because it makes it cheaper to create and run advertising campaigns. And users will probably soon be able to use blockchain to sell their data directly to advertisers and marketers. This will give consumers back control over their data usage. Subsequently, we will see a direct transfer of data from audiences to brands.
Companies lose about $7 billion annually to fraudsters who generate artificial traffic, thereby reducing the data reliability of campaigns. By using blockchain in advertising campaigns, the quality of traffic can be improved.
Toyota, for example, increased real website visitor traffic by 21% using the Lucidity platform. The blockchain platform blacklisted sites and apps with high click-through rates in order to shift budgets to more effective sites and eliminate useless spending. Only 52% of clicks could be verified as real, according to the results after Lucidity was launched. also, go through the Market Science.
Big Data Creates Big Marketing
Only about 17% of companies make data-driven decisions so far, even though everyone knows the benefits of data-driven marketing. Big data technology opens up new opportunities in sales forecasting, product development, and new product launches. Separating pricing strategies at the customer-product level has become much more accessible with big data.
According to Forrester’s Research, 44% of B2C marketers use big data, and 36% actively work with the technology to gather insights and plan strategies. 58% of CMOs say that data from email marketing and SEO using big data has the strongest impact on marketing strategies.
There are many platforms for using big data, including Skytree, a big data analytics tool with well-scaled algorithms. It helps data scientists create accurate models, visualize data, and understand the logic behind machine learning solutions faster. The platform is also designed to solve complex forecasting problems using data mining capabilities.
Many people think that the creative industry is all about emotion, creativity, and out-of-the-box solutions. In fact, technology in this field is very important.
Machine Learning in Marketing
With the help of machine learning, you can quickly analyze large amounts of disparate and detailed data. Machine learning-based marketing helps businesses update processes, grow and evolve.
Combining web analytics algorithms with other data, including from machine learning systems, enables a deeper understanding of consumers.
For example, the GumGum platform, with its service, allows marketers to find out where, when and from whom their brand logo appeared on social media. The platform tracks content specifically from regular users or customers who have nothing to do with the company.
Machine learning looks for patterns in consumer behavior that help guide communication from the beginning of brand awareness to purchase and beyond. Knowing with high probability whether a customer will return, how long he will remain loyal, whether he plans to leave, you can more effectively allocate efforts, manage campaigns, take the necessary actions to return the customer, or retain him.
How Marketing Uses Augmented Reality
Augmented reality (AR) is one of the most visual ways to present a product to all categories of potential consumers.
Users need only a smartphone with the application running, and immediately previously invisible objects become interactive. With the help of technology, it is possible to try on clothes, assess how hair and makeup look, or furniture in the interior. This is fun and productive for both the client and the marketer. Thanks to AR, marketers can create new experiences in a game format.
For example, a pioneer among such applications – BeautyU by CoverGirl brand – scans users’ faces, identifies problem areas, imperfections and makes an express consultation that replaces a trip to the cosmetologist.
IKEA decided to follow the trend and released an AR-based app that helps customers decide on their choice and decide whether the furniture fits their interior.
Using augmented reality in marketing sounds a little scary at the moment, but soon we won’t be able to imagine the shopping process without virtual fitting rooms and dressing rooms.