The outcomes of the future are pretty uncertain eventualities. But yet, we as humans strive to predict future outcomes and scenarios in a variety of ways.
For example the complete guesswork of choosing your lottery numbers, to the more logical science & technology based efforts of meteorologists predicting future weather patterns.
Needless to say, human beings have an innate desire to analyze patterns and contemplate the unknown.
More effective targeting of consumers
In the last few years we have seen a real surge in targeting consumers via mobile. Be it location based, device specific or proximity marketing – the more of your data that brands and marketers can collect, the more accurate (and therefore effective) the ads & mobile offers you’ll receive will be.
Presently, marketers are placing large value on programmatic mobile advertising (also known as programmatic media buying) which is essentially using technology (such as an artificial intelligence system) in order to automate the facilitation of buying and selling adverts to target a hyper-acute audience.
Well for one, artificial intelligence systems are still in their infancy and have a while to go before they will be able to match the superior cognition of the human decision making process. However, with large strides in the field of AI and progress increasing at an exponential rate, we could be looking at a system that can make decisions as effectively (if not more so) than the average human.
Programmatic advertising is likely to become available to a wider audience at much lower costs. It’s also likely we’ll see ad agencies adopting their own personal programmatic assistants, completely programmable and able to purchase thousands of targeted ads every second – eliminating the need for human effort.
Increased use of wearable tech
Wearables have become all the rage in recent years, with Fitbit wristbands to track workouts, and smart watches you can use to pay for your lunch – the adoption of wearable technology has reached impressive proportions and popularity does not look likely to curb anytime soon.
Needless to mention, all this wearable tech comes with a lot of data and you can bet your sweet behind that brands are getting more adept at logging, analyzing and interpreting this data so as to better market you their products and services.
Current trends aside, what can we expect from the future of wearables and the marketing strategies that stem from this industry?
Well to begin with, we can start analyzing recently patented wearables that are still in their concept stages. For example, Japanese tech giants Sony have recently filed a patent for a smart contact lens that can record and store video with the blink of an eye. It is safe to say that technology like this could change the game (again) for marketers and advertisers. Some have even considered an integrated virtual assistant built into the eyepiece!
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