MKT 335 - Digital Advertising Discussion Question:
Share your predictions about which three technologies, strategies, or trends will have the most significant impact on digital advertising over the next five years.

I think that the three technologies, strategies, and trends that will have the most significant impact on digital advertising over the next 5 years will be:

Social Media Marketing
VR (Virtual Reality)
Hologram technology

Social media marketing has exploded over the last couple of years and will only continue strong in the next 5 years. As 30-second television commercials have been replaced by digital and social ads, social media marketing will continue to expand as “messages can be tied to special events in which names, profiles, and addresses of prospective customers are collected and tracked” (Clow & Baack, 2017).

Most companies will only spend marketing dollars if they can predict and carefully analyze their ROI because they can all be easily tracked and documented with social media marketing, compared to traditional marketing such as print, billboard, TV, and radio ads (unless you put a scannable and trackable QR code on the print collateral!) As smartphones and electronic devices become smaller, stronger, and more robust, the opportunities are endless in capturing consumers with more touchpoints. GPS and location services, text messages, apps, and AI are all used with marketing and will not be limited to images and videos. As search engines are the main go-to for consumers when researching a product, social media marketing has also become its own search engine as everything can be searched within its own social media channel, all providing relevant search results for the consumer. All thanks to the famous #hashtags!

Holographic Marketing Examples

Hologram technology is a new marketing trend that I have yet to hear about but is something that will be unique in the future. Since marketers are always looking for the newest trend to capture their audience’s attention, holographic displays “can aid in providing greater insight about the product encouraging emotional connect with brands and products” (Sharma, 2021). It adds interactivity, a sense of playfulness, and wonder, and elicits emotions and feelings as they are strong motivations for people to make a purchase. Compared to a static image that we see on our mobile phones, holographic displays can also be in 3D form. This ties in with VR because it adds an immersive and interactive experience between the technology and the person experiencing it. According to Mordor Intelligence, this market will increase to 27.3% from 2021 to 2026 with its largest market in North America and Asia Pacific.

VR is another great technology that is used in many useful ways to connect people online and entertain consumers with video games. It is already being used in the automotive, healthcare, retail, tourism, real estate, architecture, and interior design industries. VR has proved that it’s not just fun and games, but also a great tool to teach and educate teams. Location will no longer be a hindrance to collaboration and innovation. An example of this would be NASCAR’s interactive ads on the gaming platform Roblox called “gamevertising, where marketers and brands use gaming to advertise their products” (Business Daily News, 2022).

The COVID-19 pandemic has definitely challenged every aspect of our lives from how we interact with each other, to how we advertise, do business and make decisions. VR is one of the technologies that I predict will still be relevant in the next 5 years.

With all of these three technologies, strategies, and trends working closely with each other, it can definitely open up new opportunities and advancements in marketing in this digital world.

References

Clow, K. E., & Baack, D. E. (2017). Integrated Advertising, Promotion, and Marketing Communications (8th Edition). Pearson Education (US). https://mbsdirect.vitalsource.com/books/9780134485027

Conlin, B. (2022, February 28). 10 tech trends for marketing teams to watch in 2022. Business News Daily. Retrieved June 9, 2022, from https://www.businessnewsdaily.com/8564-future-of-marketing.html

Duggal, N. (2022, June 6). Top 9 new technology trends for 2022. Simplilearn.com. Retrieved June 9, 2022, from https://www.simplilearn.com/top-technology-trends-and-jobs-article#5_virtual_reality_and_augmented_reality

Holographic display market size, share, trends: 2022 - 27. Holographic Display Market Size, Share, Trends | 2022 - 27. (n.d.). Retrieved June 9, 2022, from https://www.mordorintelligence.com/industry-reports/holographic-display-market

Sharma, M. (2021, May 16). Five reasons why brands will prefer holographic display advertising. LinkedIn. Retrieved June 9, 2022, from https://www.linkedin.com/pulse/top-reasons-why-brands-would-prefer-holographic-meenakshi-sharma/

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