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10 New Technologies that will change the way we do Marketing



10 New Technologies that will change the way we do Marketing

Do you know the technologies that will change the way you do marketing? The only constant is the change mechanism. In recent years, dozens of technologies have emerged that influence the way in which we relate to almost all aspects of our life: medicine, gastronomy, tourism, or education.

It was a matter of time before many of them were applied to marketing, one of the disciplines that most influences consumer behavior. Here we focus on the 10 technologies that will change the way we do marketing that are already among us:

1. Big Data

One of the consequences of applying digital transformation to companies is a huge flood of data. The cost of storing petabytes of data is decreasing. So any device can collect millions of data that can become a nightmare if not used properly.

When it comes to marketing, this large volume of data can help to segment databases much better. And personalize the different messages depending on tastes, interests and even the behavior of users.

The important thing in this case is to be able to use the right technology to group all your marketing channels. And manage to turn data into knowledge.

2. Internet of things

The reduction in the cost of microchips has meant that almost any device can incorporate sensors that are connected together. This is the basis of what is known as the internet of things.

The progressive incorporation of this technology into our lives may make it necessary to start designing digital marketing strategies that are directed not so much to people as to objects. For example, if the refrigerator decides when to buy milk, it may be interesting to create marketing campaigns with bots that indicate the properties or that adapt the price depending on the available stock.

3.- 3D printing

The 20th century was the age of mass marketing. It was necessary to mass produce and sell in industrial quantities to achieve economies of scale. Therefore, the main channels for managing marketing were television, radio or the national press.


However, in the 21st century, technologies have emerged that will change the way of marketing such as 3D printing. With it you can make a single unique product. What clearly affects the way in which that piece will be released? Digital printing will favor the use of more personal channels such as email marketing, SMS marketing or social networks.

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4.- Automation (of qualified work)

The automation of industrial jobs is a trend that, according to the study The Risk of Automation for Jobs in OECD Countries, puts at risk 12% of jobs in the OECD countries. Spain. Other analyzes put 43% of the number of jobs that can be destroyed to be done by robots.

When it comes to marketing, automation is a process that allows you to create a series of automatic and personalized messages in a lead nurturing process.

To achieve this, it is necessary to use marketing platforms that allow cross-channel communication by automating tasks that if done manually would not be possible. For example, email marketing automation makes it possible for emails to be sent when a subscription or purchase is made. Regardless of the time of day it is done.

5.- Augmented reality

Understanding augmented reality is simple: It is how a new look is defined that combines elements of the physical environment with other virtual ones. For this, technological devices must be used that allow building a mixed reality in real time.

The potential of augmented reality for marketing is beyond doubt. In fact, there are already success stories. Among them, the viral of the summer: Pokémon Go!.

6.- Cloud computing

The cloud or cloud computing have revolutionized many sectors. Among them, digital marketing. Today it is possible to perform many actions that were completely impossible before. In fact, there are services like YouTube that would be impossible in the absence of cloud computing.

This technology allows us to enjoy various tools to manage content or measure KPIs from any device with Internet access in a transparent manner.


Furthermore, cloud computing or web hosting is the main driver of on-demand services. An advance that has allowed that it is not necessary to buy a tool but that it is used only when it is needed.

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7.- Drones

Have you heard about the tests that Amazon is conducting to make its deliveries with drones? This is just one of the uses of one of the technologies that will change the way we do marketing today.

Beyond the tasks of e-commerce logistics, drones open up new ways of generating content from hitherto unthinkable places. For example, tracking events with photos and images from anywhere in the auditoriums where they are held. OR

8.- Wearables

More and more people have smartwatches from which they manage not only their communications, both by phone and by email, but also other types of services such as monitoring their health.

But wearable marketing goes beyond the use of smart watches. T-shirts, fitness bands, jewelry or any type of clothing can already be part of a digital marketing strategy. A number of elements in continuous increase.

As indicated by an analysis by the IDC consultancy before the end of 2016, the number of wearables worldwide will exceed 101.9 million. A notable 29% increase over wearable items sold in 2015. Year in which there had already been a 171% increase compared to 2014.

Estimates indicate that by 2020 it will reach 213.6 million wearables. A juicy cake for those responsible for digital marketers of many brands.

9.- Virtual reality

Glasses that allow absolute immersion in parallel virtual reality. Oculus Rift is just the first step in one of the technologies that will change the way of marketing in a more brutal way. Especially because it is a technology that is not new.


The concept of virtual reality emerged in 1965 but it is during the 90s of the last century that various initiatives arose such as the virtual reality engine of Silicon Graphics or the creation of VRML (Virtual Reality Modeling Language. ” Language for Virtual Reality Modeling “).

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Already in 2003, Second Life emerged, the now famous virtual world in 3D, which at least served to understand the potential of a technology that, later, has already been used in different situations by brands such as Tesco, Esso, Nike or British Airways. And that the purchase of Oculus Rift by Facebook for more than 2,000 million dollars in 2014 has put it on the spotlight as one of the bets that the main brands must include in their digital marketing strategies.

10.- Google ARA Project

The ARA Project is a Google initiative that seeks to develop a free hardware platform that allows the creation of modular smartphones. It is, therefore, Google’s vision for the future of mobility. And it’s based on the idea that you don’t have to buy a new mobile device every few years.

Instead, this platform raises a structure with smartphone modules of the owner’s choice. In this way, if a specific technology makes progress, it will be possible to incorporate it without changing the entire device. For example, if there are advances in facial recognition, in the speakers or in the camera, they can be integrated by replacing old modules as they are in separate modules.

This project highlights the value of mobile technologies. That they are already modifying the way in which current digital marketing strategies are managed. In fact, all the statistics say that mobile internet browsing will already surpass the traditional one from desktop computers in 2016.

These are just 10 technologies that will change the way you do marketing. There are many others like advanced robotics. Or the incorporation of bitcoin and cryptocurrencies. Or the deep web and the already imminent one of the autonomous cars that will allow to have the attention of the users in a time and place that until now was owned by the radio.

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Native video tops social media in brand awareness study



Native video tops social media in brand awareness study

Native video ads have a greater impact than video ads on social and video platforms, a new study from Kantar reported. The Multichannel Brand Impact study measured video ad effectiveness for brand goals in native environments against other environments.

Favorability. Participants in the study gave a favorable rating 59% of the time when exposed to a native video ad. That number dropped to 50% on social platforms and 51% in a video platform environment.

Source: Kantar Context Lab/Taboola.

Awareness. 33% of participants displayed top-of-mind awareness about a brand when shown a native video ad. This displayed a marked improvement over the control group, which only had 14% top-of-mind awareness.

When native video was combined with social video ads, the awareness climbed to 49%.

Impact of native ads. Taboola, which sells content discovery and native advertising products, sponsored the study.

“With industry estimates indicating that video advertising in the U.S. will reach nearly $50B this year, brands have a lot of opportunities to influence customers, as long as they’re choosing the right platforms and mix of platforms to relay their messages,” said Taboola CEO and founder Adam Singolda, in a company release.

Read next: Taboola acquires Connexity

Why we care. Social media is where consumers receive word-of-mouth recommendations from family and friends. Still a potent source of brand impact for marketers. But social is also a highly contentious space for politics and other turnoffs. It’s not the ace in the hole it once was, and should be complemented with other native environments in a digital video campaign.


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About The Author


Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.

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