Technological changes are happening faster in the modern times than ever before and this has affected almost every aspect of our life and business. The marketers have to grasp the changes immediately. Those who are ignorant of the fast changing technological world, they will ultimately be left behind by fierce competitors. Many marketers have still not awakened to the new opportunities created by the new technologies.
Digital revolution is something that everyone is familiar with now. According to Tom Goodwin, EVP and Head of Innovation at Zenith, digital revolution can be compared to the Industrial Revolution that started 150 years ago. At that time, the factory owners started with just changing the propulsion of the power belt when electricity was first used for industrial production. But electricity brought a revolutionary change in the way factories operated and did the business when the owners relocated the factories to the coastal areas where electricity was in those times. So, the advantage of electricity for businesses was realized when the factories were taken to the power source and people.
This analogy that applying electricity to the structure changes very little while building the factory where electricity was, changed business dramatically during the Industrial Revolution, can also be applied in the modern digital age of e-commerce and marketing. The marketers so far added digital technologies to what they already had for doing business. Godwin says that the time has come when we should rethink our marketing strategies in the post-digital age and bring the business to the changing digital technologies.
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Godwin points out that today in the post-digital age, people do not anymore think separately about the Internet. Instead, they use it. They do not ‘stream TV’ but simply watch TV through the internet. Similarly, they do not do mobile commerce or e-commerce. They just buy things from the Internet. There are now Devices like Amazon Dash Buttons, Google Home and the Nest Thermostat connected to the internet but the users do not think of internet while using these devices. In other words, people now do not become aware that they are using the Internet.
This new mindset, according to Godwin, is shaping up the new marketing strategies.
Here are the new technological changes that will enforce the marketers to look for new content marketing strategies.
1. Everything is Digital Now
In the modern post-digital era, people have screens all around them. Almost every type of information is today watched on the screens such as TV screens, computer screens, and mobile screens. Once, TV was a simple device to watch the events. Then Smart TV gave us facilities to watch a film, listen to the radio, and use the internet all in one device. So, the distinction of different media has steadily faded away. This means that whichever type of content you may be producing, it will be available from everywhere on different devices such as your smartwatch, retail screens, smart mirrors and digital art frames.
So, Godwin advises the content marketers to think about screens as everything related to digital will become screens.
2. Screens and Data Have Become Personal
Once, we all watched the screens such as a cinema screen from a good distance. The viewers had no or little control over the screens. With the technological improvements, TV screen became the first screen that people could call their own and personal. They had more control over the content when picking their favorite TV programs. They could switch on or off the screen at their will.
Then the laptop and smartphones brought the screens further closure and made it entirely personal for the people. The tiny screens became increasingly personal and intimate for the users.
We talk a lot about big data but now we should also start talking about the intimate data that the tiny screens of smartphones and wearable devices are generating. This means that these screens are forcing the marketers to create and market content in a different way.
3. Augmented Reality Emerging Steadily
Most of the marketers know about virtual reality [VR]. The VR takes you away from your present world to another world and to a different environment. The marketers and advertisers have been exploring the reality to promote business and content.
But, according to Godwin, augmented reality [AR] is where the future of marketing of content rests. Quite opposite of the virtual reality, the AR keeps you in your present physical moment in time but gives you additional information. The information is such that it ‘embellishes everything around you’.
The technologies based on AR include Magic Leap, Microsoft HoloLens, or Google’s Tango AR smartphone platform. Google Glass was a failure but the other AR platforms have the potential to change the way we use screens and content, says Godwin.
In the era when newspapers and TV were the sole avenues for advertisements, the marketers used to think of creating advertisements that could fit in a rectangle of a given measurement. That has changed a lot now in the post-digital era. The augmented reality technology has made the entire world a place for advertising of products or services. This means that there are now immense opportunities to create content and advertisements in new forms.
4. Concern for Value-Driven Content
Media has enhanced its reach to everywhere, even in a subway or while we are taking an elevator ride and waiting to receive a friend. Media has invaded our life to the extent that we can hardly call something as privacy.
In other words, the marketers and advertisers have explored every single moment of our life to their advantage by thrusting their content on us.
But now that is changing steadily. The marketers have realized that excess of content has only made the recipients non-responsive to a message from a brand. They do not want to create content that adds to the clutter.
Instead, the emphasis is now on creating some valuable content by following the content marketing trends that users find helpful. There is no point in adding more to the information overload. The marketers are finding ways to add value to people’s life.
5. The Web becomes Personalized
Once, people typed their queries in the search box of Google to get the answers and solutions. They had to reach to the Internet to get the answers. Now, thanks to the new technologies, the Internet is coming to the users, says Godwin.
The future Google will not be delivering you a broad list of answers or search results. Instead, the search engine will respond by giving you a thin piece of personal information. The internet will remind you the things you need to do in a day or in a given moment. The internet will be increasingly coming to the users instead the users going to it. Godwin calls it as anticipatory computing and it will largely shape up content marketing in the future.
An example of anticipatory computing is the Dark Sky app. ‘Dark Sky is the most accurate source of hyperlocal weather information. With down-to-the-minute forecasts, you will know exactly when the rain will start or stop, right where you are standing’’ claims the app on its home page. The app continues to work live from your phone’s background and alerts you when the weather changes or it is about to rain.
Instead of you searching for a weather report or the exchange rates, Google will send you the reports. There are already apps that deliver you the information about the route you should be taking to visit a place. Moreover, instead of typing a text, the voice will be increasingly used to interact with the Internet.
How to Use These New Technologies
The new technologies have blurred the distinction between different types of content. The difference between advertising and content, advertorial and editorial and a phone and a TV or TV and movies is not that distinctive now as it once was.
Now the challenge is to create the content that stands out appears distinctive on different platforms. These challenges are the new opportunities for content creators and marketers. For example, people are blocking ads. The advertisers and marketers have failed in stopping people from blocking the ads. Now this is a challenge that can be met by providing the users with content that they want to see and use.
In the post-digital environment of these times, people are removing clutter and getting rid of their superfluous needs. The content marketers should focus on use of the personal data to create content that users want. This is where the new opportunities for content creation and marketing are for the new age marketers.
Are you ready to embrace these technological changes and mould your content and marketing strategies?