If in the previous post of the top digital marketing trends in 2023, Hubspot shares a list of trends, channels and objectives from executive marketing level, in this note, I want to go through emerging trends that promise to be the game changers in the next 5 years. At the moment, it might be tested by some big brands.
The Metaverse
According to Garner, metaverse is a collective virtual shared space, created by the convergence of virtually enhanced physical and digital reality. For simplicity’s sake, it is the next iteration of the internet: a single, shared, immersive, persistent, 3D virtual space where humans experience life in ways they could not in the physical world.
Companies use the term to refer to many different types of enhanced online environments. These range from online video games to fledging virtual workplaces to virtual dressing rooms and virtual operating rooms. Gartner also expects that by 2026, 25% of people will spend at least one hour a day in a metaverse for work, shopping, education, social media and/or entertainment.
Following the annoucement from Facebook, Google, Microsoft, Nvidia and Qualcomm investing billions of dollars in the concept, some other brands such as Starbucks, Nike and other global brands have annouced metaverse experiences. At the moment, there hasn’t had any practical use cases or return on investment yet. Although everything is unbuilt or not defined, it promises to bring in excitment and changes in near future.
What can we do now?
The metaverse is still experimental for most businesses, start experimenting with metaverse and immerse yourself personally. Watch out emerging opportunities for your business to particulate in and keep an eye on others in your industry.
Artificial Intelligence
It powers all marketing. Because, it has been integrated into almost every digital marketing channel. Algorithms determine the social media posts you engage with, the search results you see and even ads delivery. Also, AI integration into marketing automation – CRM is expected the top trend next year. It suggests the right content to each group of customer, enhances data analysis more quickly and smartly visual. Consequently, AI is making marketing smarter, connecting consumers the the exact right products and messages.
What can we do now?
Keep a close eye on Facebook, Google updates and other marketing channels that your company are involved to see how their ads distribution, tageting function and its algorithm might change as it affect they way you deliver creative contents or your ads performance.
Web 3.0
It is the successive iterations of the web, proceeding web 2.0 – the current read-write version that we are all familiar with and the original Web 1.0 of the 1990s and early 2000s – a read-only version. People call it the third generation of the World Wide Web that is read-write-interact web. It is a version of a decentralised and open Web with greater utility for users. Its features include:
Firstly, decentralization
Unlike previous version when data is stored in a fixed location, generally a single server, Web 3.0 will be stored in multiple location simultaneously. That means there is no centralised entity or authority controlling or authorizing the internet, but each internet user themselves. This would break down the massive databases currently held by internet giants like Meta and Google and others.
Secondly, blockchain technology
Blockchain is a distributed database that allows for secure, transparent and tamper-proof transactions. It promises to enhance security of transaction, personal identity and cyber security. Consequently, Web 3.0 applications will run on blockchains and decentralised peer to peer networks, or a combination thereof – such decentralised apps are referred to as Dapps.
As a technology, blockchain could potentially revolutionize the way people conduct online transactions, making them more secure. It might be the solution for increasing data concern among internet users. Marketers can improve user experience virtually.
Thirdly, artificial intelligence (AI) and machine learning
In web 3.0 computers can understand information similarly to humans, thanks to Semantic Web concepts and natural language processing technologies. Machine learning, a branch of artificial intelligence uses data and algorithms to imitate how humans learn, gradually improving its accuracy. AI enables computers to produce faster and more relevant results in a host of areas like drug development and new materials,
Finally, connectivity and ubiquity
With web 3.0, information and content are more connected and ubiquitous. They are accessed by multiple applications and with an increasing number of everyday devices connected to the web – one example of which is Internet of things.
What can we do?
- Stay updated with the latest trends and seek chances to incorporate it into your marketing strategy.
- Get acquainted with blockchain via short courses, articles, seminars and events
- When it comes to the age of Web 3.0, data will be key. Leverage customer data insights to drive marketing decisions
Jan 2023
Kate N.