The next
communications revolution is just around the corner. By 2020, you will be
witnessing the launch of the ultrafast 5G mobile broadband that will unleash
speeds that could be a hundred times faster than 4G. It will bring with it,
waves of innovation that can disrupt almost every industry.
The arrival of 5G is going to
support the IoT revolution that is about to bring about a huge transformation
in our lives.
There will be smart mirrors
that enable you to try on clothes digitally…
There will be assembly line
sensors that can tell you when you need to repair or replace crucial equipment
upon the slightest decrease in efficiency…
There would be GPS-guided
agricultural equipment, which can plant, fertilize and even harvest crops…
Fitness Trackers will provide
you with the option of transmitting data to your doctors immediately…
A VR experience can make you
select your next vacation destination…
While relaxing in the comfort
of your home, you can take a VR tour of a national park, a sporting stadium or
a museum anywhere in the world…
You can have data projected on
the windshield of your car while you are driving…
From connected cars/homes to
smart buildings/transportation, the consumers, businesses and governments will
be provided with every option possible to connect with and control everything
around them.
No, this is not a science
fiction. This industrial revolution is very much happening as you read this. It
is massive enough to offer your business better opportunities to grow. The
question however is this – Are you completely prepared to speed on this
Internet of Things?
The IoT revolution and 5G
connectivity are going to establish a new platform for businesses, partnerships
and services to be built on.
It will supercharge artificial
and virtual reality, making them as real as possible….
AR and VR content will get
delivered to your mobile devices directly…
The doors will be opened for 4K
Videos that you can download within 10 minutes…
You will experience social
media in real time as if your friends are actually in your room, with you,
through hologram video chat….
From sponsorships to pre-roll
ads and then to event-based marketing, every form of marketing will be
replicated….
Advertising and Media will have
to adapt themselves to new processes, behavior and thinking that this
revolution is going to engender….
There will soon be driverless
cars that will communicate with one another in order to support a driverless
world and safe driving conditions. With such cars, there are greater chances
that people will be concentrating more on their smart phones rather on the
roads. It definitely provides more opportunities for brands to connect and engage with the
consumers through appropriate messages.
The central mission of all brands
will still remain the same – To establish and maintain meaningful connections
with consumers.
So, how can you manage to stay
meaningful when everything around it is changing?
The answer is quite simple – you
have to shift your thinking.
You have to change your view on
how media relates to the lives of people.
Fortunately the technology of
today provides you many outlets and screens that you can use as platforms to
create meaning.
From radio to cinema screens to
televisions and mobile, media has come a long way in connecting with people.
The screens are getting more and more close to our eyes, increasing intimacy,
interactivity and connectivity. 5G technology is sure to help brands get
closer to its consumers. An incredible transformation is surely awaited.
The meaning that a brand creates
might differ from person to person. Brands will have to identify these meanings
by digging deep into the dreams, attitudes and aspirations of different groups
of consumers. It is the connections that are based on such insights that drive
greater trust, desire and involvement and empower brands to establish
relationships with their consumers.
In their efforts to match up to
the 5G transformation, brands should find ways to connect with the consumers
via the platforms and devices they use and come up with strategies that will
increase their response.
Personalization has been the
buzzword in marketing for quite some time now; but 5G is going to revolutionize
the concept of marketing completely. Customers will start expecting brands to
send them marketing messages that are creative, relevant and timely. The
massive amount of data available will help advertisers to tailor their messages
perfectly to their customers. Not only will the customers benefit greatly from
such relevancy, advertisers will also get to maximize their ROI on such
campaigns.
Marketers can become master
manipulators of those tiny windows of opportunities and influences only if they
adapt the practices of gathering and analyzing sophisticated data. This would
require the use of the right digital skills and tools. However, just gathering
and analyzing data is not going to be enough to achieve your goals. You will
need a successful strategy to make this information work towards your success.
For instance, you can use this
information to predict the future outcomes of your business.
You can understand your
customers in a better way and create their profiles…
You can deliver high quality
prospects to your sales department…
You can create marketing
campaigns that not just connect but create the right impact…
You can use this information to
retain your customers and optimize their loyalty…
You can even make use of advanced
analytical tools to measure the performance of your campaigns and tweak them
accordingly. Such practices are sure to change the face of marketing
completely.
As per current estimates, 5G is
expected to roll out sometime during the beginning of 2018. It might take about
two years for it to reach its maximum commercial scale. Yes, you have time. But
it is not too early to start thinking about the kind of opportunities 5G
connectivity will bring in and how these are going to affect your business.
So, let your creative juices flow
and get ready to harness the wonderful opportunities that 5G connectivity is
likely to deliver.
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