As with most industries with clout, digital marketing is keeping pace with the fourth revolution, commonly known as Industry 4.0. Or in other words, smart technology is front and centre.
Every process, every idea and – most importantly – every consumer, customer and user benefits from a faster, more secure campaign in the long run.
Here are four key technologies likely to play key roles in the success of modern marketing: edge computing, propensity modelling and machine learning, IP enrichment and artificial intelligence.
Having the edge
How often have you saved data to the cloud, that nebulous entity we all trust to keep it all secure and free up our own devices? The answer is likely to be: increasingly.
It is all part of the data journey, which began snugly housed within our own offices in huge, cooled rooms, moved upwards to the cloud and are now coming back home on the ‘edge’ – namely processing data within a user’s device and sitting on the edge of the cloud.
Edge computing addresses all the limitations of cloud computing; first and foremost, without sending data to the cloud, edge computing enhances security and privacy.
There are also bandwidth issues with the cloud, solved by keeping data physically located closer to the users who connect to it – a full circle of the data journey.
Dating back to 1983, propensity modelling has always been the perfect fit for marketing and sales; it’s very reason for being is to mathematically predict someone’s most likely actions.
Or in our case, the chances that visitors, leads and customers will buy, sign-up or accept an offer.
But it is only with the explosion of machine learning (computer-based algorithms that improve automatically through experience) that propensity modelling has become a game changer.
So you have an AI-driven, superhuman prediction machine, what could go wrong? Not much actually – just remember to make it scalable, dynamic and able to demonstrate ROI, and everyone will be happy.
The usefulness of tracking IP addresses in marketing represents a well-trodden path, as they allow businesses to discover the number of visitors coming onto their domain, and how they navigate around it.
IP enrichment takes this one step further. Essentially it will determine the domain name associated with each IP address and spit out public-facing, yet vital data about which company or business was visiting your website.
The benefits are clear in terms of lead generation, and when put together with ABM (account-based marketing) – the B2B strategy where marketers concentrate on a defined set of target accounts – it allows for a more personable approach, as you only talk to people who have shown an interest in you.
And finally we reach the technology which has become a field of study in itself: artificial intelligence (AI).
The term was first coined in 1955, has featured in countless films and TV programmes, been debated in Governments around the world and is at the heart of most technical innovation.
Forget about the traditional doomsday definitions though. Used correctly in digital marketing, it is intelligent machines, thinking and working like humans, freeing us up for more important tasks.
Once you accept AI will streamline and optimise any campaign data with zero errors, while humans bring the storytelling and nuance, then you can see how we make a pretty formidable partnership.