Opinion

Peter Gough
Managing Partner & Founder

Tech has always had a big impact on marketing. Decades ago, we used simple machines to print posters and newspaper ads, then we turned to more advanced tools to make and share film and video advertising and now digital technology delivers marketing messages via websites, social media, apps, email, digital displays and myriad other platforms that are part of our daily lives.

 

But technology’s effect on marketing isn’t limited to the tools that we rely on to deliver brand messages; new technology also has a major impact on the way societies behave which, in turn, affects how marketers reach our audiences. Just think about how much marketing has changed since the advent of social media and smartphones.

 

As an agency that is responsible for building the digital touch points that bring customers and brands together, it’s important that ORM keeps an eye on digital innovation and plans accordingly. That’s why we’ve put together a future gazing innovation graphic which shows how the key technologies that influence customer behaviour might develop in the future.

 

trends infographic

 

Over the next decade, we believe that the biggest impact on customer behaviour will come from advances in:

 

  •      how we communicate
  •      customer experience
  •      data and computing
  •      connecting everything
  •      digital realities
  •      artificial intelligence

 

Each of these key areas is interrelated and developments in one area will impact the others – often by providing underlying capabilities. For example; the current success of messaging apps (communication) relies on a high level of personalisation (experience) and underlying cloud computing, processing platforms and infrastructure(data & computing).

 

Significant development in one area can, therefore, completely change the playing field.  For instance, while 5G is probably still a few years from a tipping point, the real rollout of this service would mean we have instant data transfer capabilities. One result of this would be that autonomous vehicles would be able to process data about road conditions, other vehicles and navigation much faster, which could accelerate the adoption of driverless vehicles worldwide. And that’s just one possible scenario.

 

Similarly, quantum computing currently seems like it’s a long way off, but the exponential processing power that this will provide, and the artificial intelligence capabilities that it will support, will bring incredible advances to every aspect of digital technology and customer behaviour. Over the next few months, we’ll explore some of these ideas in more detail, including investigating how electric vehicles could impact customer behaviour and what a cashless – and cardless – society might mean for marketers.

 

Finally, it’s important to remember that all future predictions are just opinion – even if they’re well-informed – and they could easily be thrown out by unexpected occurrences and outside influences.  While none of us could have predicted the COVID-19 outbreak, there’s no doubt that this pandemic will spur new technology developments and new ways of working, and force brands to find new ways to engage with their customers.  Now and in the future, ORM is here to help you do just that.