How 5G Will Affect Marketing?

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The next generation of cellular is here now.

5G promises to be an even bigger game-changer and the advances in technology that it promises will require marketers to be ready to take advantage of what it brings to the table.

 

Greater Speed

With greater speed comes the ability to move more data faster. Faster connections will allow more people to go online from anywhere. More people online mean that markets will grow.

As faster speeds bring increased accessibility and more people enter the market, marketers will need to segment their customer data to create a more personalized experience. Consumers today already expect a certain level of personalization.

 

As 5G allows us to connect and process data faster, we will be able to connect with more people, who we know more about than ever before.

 

Although the video is already a fast-growing segment of digital marketing, the faster speed of 5G will take video marketing to the next level. Theoretically, with 5G it could take only seconds to download a full-length HD movie. 

 

Currently, 60% of tablet or video viewing is still in the home over broadband. 5G will allow us to consume large video files anywhere on any device.

 

Faster speeds have many implications for marketers but upping our game in video marketing should definitely be a priority.

 

Lower Latency

5G is expected to advance wireless networking by bringing fiber-like speeds and extremely low latency capabilities to almost any location.

It will also allow us to communicate with our market in real-time. Envision being able to have a live video chat with your customer with no lag time. Especially in covid-19 time.

Another change that the lower latency of 5G may bring is the decreased use of ad blockers.

26% of people say they use ad blockers because their experience is too slow and ads take too long to load. People may decrease their use of ad blockers because the lag time will no longer be a problem with 5G. This means that marketers will be able to serve ads to more people, faster with 5G.

 

Other possibilities that the lower latency rates 5G promises include self-driving cars, factory robots, and multiplayer mobile gaming. These are tasks that demand a quick response that today’s 4G networks struggle with or can’t manage at all.

 

Ability to Connect to More Devices at Once

 

5G may be the catalyst that will allow the Internet of Things (IoT) to finally live up to its long-promised potential.

IoT is the idea that anything that can be connected will be connected. augmented reality (AR) and virtual reality (VR) will be more important because marketing and sales teams can customize the customer experience. Consumers will be able to shop, learn and explore wherever they are.

 

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Smart homes will be connected with thermostats, lighting fixtures, home appliances, cameras, and home security connected to the internet. And all of it can be controlled through devices such as smartphones or smart speakers.

For marketers, the IoT allows consumers to tell us what they want continuously. It may allow us to listen and respond to the needs and desires of our customers based on their behavior.

 

Real-Time Analytics

With faster data communication between devices, marketers will have access to real-time analytics. This means that it could be possible to optimize and tweak marketing campaigns in real-time using AI and marketing automation.

 

An example of this could be a consumer making a purchase online and, because of informed, real-time analytics they no longer receive ads for what they just purchased. They could then be served ads for related items, accessories, and upgrades.

 

5G Has Its Challenges

But, 5G implementation is not without challenges. The rollout across carriers and the adoption of formal specifications are a couple of potential barriers.

Loss of privacy is one concern that is raised as location tracking data may become more accurate and precise. 5G also allows the opportunity to collect vast amounts of personal data. For example, if your mobile network sells your location data, advertisers will be able to see your current location.

In that case, we marketers, will be able to serve more relevant ads to our audiences based on their location.

 

Summery

As more devices become connected, speed increases, and latency decreases, the possibilities are enormous. According to the European Patent Office, the number of patent applications related to “smart connected objects” has surged 54% over the last three years.

It will be exciting to see what new inventions will be created out of 5G. It will also be a time when marketers will need to keep their eyes open to all the new possibilities opening up for them and their customers.

 

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