The next big thing.
We wake up thinking about it. We structure our businesses around it. We plan our lives according to its pull.
The marketing sector has always been prone to a bit of good ol’ rapid change, but is it any surprise why when we’re constantly pushing the market to produce opportunities that will thrust us ahead of our competition?
Understanding this, of course, it’s easy to see why technology has taken on an increasingly important role in all this. New technology wills us to adapt, to evolve, and to take on board new ideas and ways of seeing the world. Essentially, it asks us to change, or risk being left behind.
…feeling hesitant? No need. It’s a wrap: for your handy viewing pleasure, we present to you the top 5 new technologies transforming online marketing in 2018.
By enlisting the help of big data, we know that businesses can do a bunch of things including, but not limited to, learning more about their customers’ interests and needs, keeping track of how customers react to certain digital content and advertising, and using this information to personalise user experience and make decisions about how and when to move forward with particular campaigns, content, and products.
While the ethics of data collection is obviously incredibly important and quite complex, especially given recent events in the social media landscape, it’s important to recognise what the ethical collection of data can do for brand engagement. It’s not just about getting people’s deets, either: have you, for example, ever had a look into how a service like Google Analytics could work for your business? Free of charge, GA tracks and reports website traffic - data you can use today to plan, develop, and execute your content marketing strategy.
Right. So you’ve got the data. But what do you do with it?
2. Establish a Data Management Platform (DMP)
DMPs are a technology platform that’s used by businesses to collect and manage data and use that data for purposes relating to digital marketing and content creation. If you’re the kind of person who loves a good how-to clip, you check out a nice DMP-related one here.
DMPs are cool. When properly implemented, they can collect unstructured audience data from any source including desktop computers, mobile decides, web analytic tools (like Google Analytics, mentioned above), point of sale, social media… and the list goes on. Essentially, DMPs are generally regarding as a form of AI that analyses and can make data-informed choices about business operations.
So - how to get one...
According to digiday.com, vendors that sell DMP tech to the media world currently include Adobe, Krux, Lotame, Aggregate Knowledge, BlueKai, CoreAudience, Knotice, nPario and X+1. You can read up on information that could help you choose the best DMP for your business here, via our good friends at Forbes.
3. Influencer Marketing
Another incredible evolution in the marketing landscape has been the opportunities for brand growth, recall, and recognition made available by the influence of, well, influencers, more often than not via social media channels.
Influencer Marketing (IM) is technology in itself. Transforming the ways in which we’ve come to understand the impact of socially-informed customer behaviour, working with influencers can multiply brand awareness, smash sales targets, and - importantly - generate content.
Think of brands you love. Which faces, people or celebrities do you associate with that brand? It’s likely that anyone who comes to mind does, in some way, have an influencer marketing-related clause included in their contract. It’s also very likely that the reason you align your chosen brand with that person is, in itself, a direct result of the IM approach. When you think about it, by engaging in IM your brand could be effectively generating X no. times the content it’s currently generating without additional internal people power. Cool, huh?
Better still, IM is technology not just reserved for those operating in the higher echelons of society. If you’re keen to jump onboard, check out Scrunch’s top tips for working with IMs here.
4. Smart phones
Whittling this post back to something a little more basic, we really can’t forget about the humble smartphone now, can we? Think about it: smartphones have completely flipped on its head not only what we can do as businesses, but also what our clients can do to access the content we produce. We’ve written about it before, sure, but never in this particular light: we love smartphones, and here’s why.
Firstly, it’s widely acknowledged, of course, that they’ve completely altered the ways in which people access media. If we understand methods of optimising our content for smartphone - or even set about developing content that is optimised for smartphone right off the bat - we can do amazing things for our engagement targets.
Secondly, and perhaps most importantly, there’s data emerging that strongly suggests to us that mobile technology has reduced people’s attention spans. Without value judgement, recognising this means that we can make important changes to our content: its length, tone, aesthetic and use of language. Curious as to how to incorporate this knowledge into your own video content production? Feel free to ask us how.
And finally, just to throw something super interesting into the mix...
5. Advanced mathematics
No one says it better than Kristi Rogers: