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The term “5G” refers to fifth-generation mobile networks. It’s a natural evolution of existing LTE (4G) and similar technologies like WiMAX, HSPA+, etc. The first specification was developed in 2009 by the 3rd Generation Partnership Project (3GPP). However, commercial deployment is expected only around 2020. Let’s look at how 5G helps marketers. With any innovation or advancement in technology, there are both challenges and opportunities related to 5G as far as businesses are concerned. Read on as we cover five ways in which Digital Marketing will be affected by 5G.
Traditionally, marketers have relied on single message broadcasting to get their brand’s message across to the masses. However, people are nowadays more aware of how manipulation works through adverts and other forms of marketing. Digital Marketing has given birth to new trends like user-generated content or influencer marketing, which provide visitors a more personalized experience while still staying authentic. 5G will make it possible for businesses to communicate one-to-one with customers in real-time with faster speeds and minimal latency – thereby making it easier than ever before to create highly targeted campaigns that give consumers unmatched personalization. At an estimated top speed of 10 Gbps per user, 5G can easily handle the consumption of multiple HD videos, for example.
5G will also bring new opportunities for marketers to better engage with customers on a micro-level. For instance, consider an e-commerce company that wants to send out real-time alerts about promos and discounts on their latest collection while you’re browsing through their online catalog on your mobile device. With 5G, this will become possible through ultra-low latency and high throughput, enabling businesses to support applications. Requiring instant response times or massive data transfers over short distances. It is referred to as “Micro Moment Marketing.”
Wearables are already allowing us more insight into our health and fitness, but what will this mean for marketers? According to a Gartner prediction, connected internet devices will be more than 30 billion devices by 2025. 5G is expected to support massive connectivity, addressing traffic congestion or public safety, thus making our daily lives easier.
5G also opens up new technologies based on improved efficiency, mobility, and connection speeds – thereby allowing businesses to experiment with an ever-wider selection of services. For example, the introduction of intelligent wearables has led many companies to focus on analytics to collect data on consumer behavior. Now that consumers have come to expect superior connectivity wherever they go – coupled with the increased ease and convenience that IoT can offer – we may start seeing more businesses investing in voice recognition, natural language processing, and virtual assistants.
Digital video has gone from strength to strength, and we’re now at a point where video accounts for around 80% of internet traffic. 5G will support new types of multimedia (such as live broadcasting) at higher resolutions and with faster frame rates – making high-definition content more prevalent than ever before. It may herald an era of immersive media experiences such as those related to virtual reality, which can offer consumers a fully 360-degree view of a brand or product.
So that’s the five trends that Digital Marketers should watch out for once 5G is rolled out across different parts of the world. While it may take some time before 5G is available everywhere, marketers should be aware of how this new technology will impact the future of marketing and plan their strategies accordingly.
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