5 Disruptive Marketing Technologies Worth Watching

November 11, 2016 James Thomas

disruptive marketing techThe Allocadia team will head to Austin, Texas, in a few days for the SiriusDecisions Technology Exchange, a B2B conference focused on using technology in sales, marketing and product organizations to enhance alignment and develop an optimal technology stack.

One session we’re particularly looking forward to is “Disruptive Technologies Worth Watching.” The timing couldn’t be more fitting: A new survey indicates emerging and potentially disruptive technologies such as virtual reality, artificial intelligence and the Internet of Things are considered important by a majority of marketers.

Here are five disruptive technologies I’ve been reading about. If you’ll be at the conference, please come find me and let’s chat. Otherwise follow our live tweeting at @allocadia and check out the conference tag #SDTechX.

The Internet Of Things

“On the most basic level, the IoT means more touch points through which to acquire data. We tend to think of these ‘additional points’ as simply more objects that can track consumers in the same old ways: mobile phones could gather motion and position information; now, chip-enabled sneakers and smart shirts can, too. But the new opportunities of data collection aren’t just about more data points. They offer the promise of gathering more types of information, as well — like eye tracking through smart lenses, vending machines that use facial and other analyses to determine a customer details — or even forks that monitor how much we eat. As smart products proliferate and record data about everything consumers do, they’re learning about more kinds of things consumers do, as well. The marketing opportunities are astronomical (as are, of course, the responsibilities around privacy that come hand-in-hand).” —Read more at Forbes.

Chatbots

“In traditional online advertising, we call a click of an ad or play of a video ‘engagement.’ Engagement with a chatbot, on the other hand, is an active conversation with a user. … Conversation and rapport-building is significantly more effective than a simple ad or video view. The interaction leaves users with an entertaining experience, a better understanding of the brand, and a positive emotional feeling. Many times, we see users enjoy the experience so much that they share it with friends (screenshotting conversations, updating profiles, linking in conversations), which is easy to do as these chatbots live on top of social networks.” —Read more at VentureBeat.

360-Degree Video

“360° video’s greatest value may be its role in accelerating VR’s move to the mainstream. 360° video pulls consumers closer to VR, with its interactive touchpoints and broader array of experiences and engagements. Users move from passive participant to active participant, and the world around them becomes alive. It’s no longer a static experience. Instead, it’s one they control.” —Read more at Content Standard.

Virtual Reality

“The good news for brands: when done well, VR can offer more engaging experiences for consumers, and will perhaps prove more compelling to traditional TV marketers who have never loved the online banner ad. A piece of virtual reality content produced for an advertiser can yield ‘an ultimate expression of brand experience,’ said Adam Harter, vice president of marketing and cultural connections for Pepsi Beverages North America.“ —Read more at The Wall Street Journal.

Artificial Intelligence

“AI will allow marketers to create highly personalized ads tailored to buyer’s specific interests in real-time through superior and infinite knowledge. AI will also make mass email marketing tools obsolete (and the resulting spam email), automatically scanning out the ‘bad’ leads and creating custom, personalized communication instead. As AI continues to advance, we can expect to see the recommendation engines that power companies like Netflix and Amazon develop one specifically for the B2B market. This will start to pave the way for a B2B business concierge — a completely automated and customized buyer’s journey throughout the funnel, driven by AI.” —Read more at Forbes

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