The internet has celebrated its 45th year since its debut in 1989. The time has come to rethink the architecture of the internet, which is what computer scientists all over the world are doing.
Today, there are close to 2 billion users world wide, and according to the National Science Foundation, predictions expect a rise of up to 5 billion users by 2020. This means that internet growth will reach more remote locations and become more geographically dispersed; specifically more developing countries (regions with lowest penetration rates) will experience higher connectivity rates within the next 10 years.
Some of the implications of this growth is that the internet will become wireless and more services will be on the cloud. As a result of this expected flux in the amount of high definition data being transferred, global net traffic will grow significantly by the 2020 mark.
Therefore, the internet will be a content-centric network that is able to carry exabytes and zettabytes of content. Needless to say, all of this will impact businesses, who in turn must integrate their digital marketing strategies to adapt with these changes.
So, here are 3 of the digital marketing predictions you need to know about:
REAL TIME TARGETED ADVERTISEMENT
Traditionally, digital marketing strategies depended on tracking and analysing consumer behaviour to actively attract and influence their buying actions. However soon the efforts that these firms have to put into this process will decrease significantly. Target demographics will be combined with real time information on individuals’ locations, destinations, future events and general internet activity.
For example, if someone posts plans to go to Hawaii, this will automatically be integrated to tailor ads towards that individual with the relevant information. If a bride sends out wedding invitations to her friends and family, they would receive discounts on gift items according to the internet activity of the bride and her interests. If a calendar event is inserted along with the a device’s GPS, coffee shops within 2km of the location would target the individual.
In addition, seamless and precise transition between devices from any location will be the norm. This means there will be a virtual integrated desktop we could access wherever we are and pickup where we left off in our activity, whether it was writing an email or watching a video. Needless to say, this will allow for virtual optimisation in real time according to location, and internet activity which will significantly increase consumer conversion rates and save time for both the sellers and the buyers.
3D PRINTERS
Just as the market for 3D printer blueprints is growing, so will the marketing possibilities for them grow. The possibilities for this technology are endless; not only can any object be printed in 3D, they can be printed in any material (concrete, fabrics, plastics, and even food) or even multiple materials all at once. In fact, cars, microchips and even houses are 3D printed for a fraction of the cost.
Therefore, the main potential of this technology is the convenience of being able to select an item online, adjust the design, colour and size and 3D print at home. So, expect more companies to offer free blueprint downloads of 3D scale modals as part of their digital marketing strategy.
WEBSITE TO SMARTSITE
Websites are pretty much using the same format since the 90s; a dedicated domain with pages of content and specific URL that can be found through search engines or by directly typing in the address. However, these constant and predictable traditional websites will gradually diminish into obsolescence. Currently, smart sites, which mainly use pageless designs, are picking up momentum. Utilising a pageless design makes using the website intuitive and seamless for users, not to mention easy to update.
Granted, we are still accessing websites through Internet browsers, either by desktop or mobile device, which have become interchangeable. However, the real change is shifting through search engine knowledge graphs, which are already adversely affecting traffic for traditional websites. For example, Google Knowledge Graph is getting more and more sophisticated every day, so rather than directing people to separately hosted website, it provides the information directly.
In other words, it is on its way to providing accurate information on events, people, and locations directly, which will render traditional websites useless. The only way for for websites to survive these changes is to make sure they are mobile-optimised, and use pageless designs (Smart Sites).
The general direction of web designs are taking on this approach because it is user-friendly, easy to navigate and relies on telling your business story, which will tie in with knowledge graphs’ changing methods. So, putting these factors in mind, will help when designing your website well into the future.
Are you ready to elevate your business to another level?
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