The USA’s Republican Party are currently celebrating their first general election victory for twelve years. Meanwhile, the wider world reels in shock at the identity of the presidential candidate that the American public have chosen. The political implications of Mr Trump’s success remain to be seen. However, what it certainly proves is that traditional methods of communicating with the public are waning in their influence. Both the broadcast and print media in the USA, after all, largely backed Mrs. Clinton. Alternatives to these are quickly emerging, with the impact of social media already acutely recognised. However, this is paving the way to a much larger, more dominant phenomenon: ultra-personalised, cloud-based marketing tech.
This has the potential to transform not only political marketing, but communications in all areas of commerce too.
Social Media: The Guiding Light
As time progresses, more people are reaching voting age who have grown up with the concept of social media. This has provided campaigners with an unprecedented resource of information on those they wish to target. The more data that is publicly available about the individual, the more personalised the campaigners’ attempts to reach voters can become. What is the voter posting, verbally or pictorially? What are they liking and sharing? Which are the causes they appear to care about? These are the questions that campaigners are already asking, and subsequently evaluating using big data analytics.
Thus far, they have responded to their findings largely through print and video mediums. However, this information will be channelled in far more technically adept ways in the future – both politically and commercially. This is where marketing tech comes into play.
The New Marketing Norm
Marketing tech depends on the still partly notional Internet of Things. This is a cloud-based network through which all electronic devices can be connected, and therefore integrated for communication. The IoT model is already in practice in some areas of retail. Amazon has developed the Dashbutton, allowing users to automatically order a pre-programmed product at the push of a button. In theory, users could for instance control their house’s central heating or lighting remotely from a mobile device. What does this mean from a political perspective? It means that artificial intelligence can profile the voter-consumer in far closer detail – for example, perhaps in terms of their daily habits or what digital adverts they have viewed on the street.
Moreover, advances in cloud-supported machine learning are forecast to improve mobile voice interfaces such as Siri, Alexa and Google. Since devices are receiving so much more data from you through IoT, these chatbots will also become hyper-personalised. They will be able to gain an appreciation of not only the content you like and prefer, but even the way you speak and your sense of humour. An even more outlandish development in marketing tech exists surrounding digital avatars. Virtual, photorealistic avatars of political candidates may be tailored to say whatever that particular voter-consumer might want to hear, in that candidate’s voice. The programme can even adjust the face of the candidate virtually to make it seem wholly realistic.
Perhaps it goes without saying that these technological innovations are not constrained to political marketing. They are far more general forms of communication than that. To cover all the commercial possibilities in every industry would fill several books – yet perhaps we may consider them in basic terms. How might presentation or content transmission techniques of the future develop? Cloud-based marketing tech gives businesses and causes, of any nature, the ability to create tailored, interactive communication for the individual. That translates smoothly into business and consumer marketing contexts.
It is easier to convince a potential buyer of your product’s value when VR allows them to see it at close quarters. It is simpler to generate sales when IoT applications give them an instant platform to order from. It is clearer as to who a business’ ideal market is, when social media and cloud-supported big data analytics gives them a more accurate indication. Moreover, these practices will become slicker and more efficient in their execution. This is because a cloud desktop makes all important data securely accessible from anywhere in the world, through any device. Workers will never lose touch with the new, innovative functions changing their business.
The cloud provides the backbone for new marketing tech, a phenomenon now beginning to take shape for the future. Understanding one’s customers is at the core of any successful enterprise. For a very long time, this understanding depended on questionable methods of surveying, and vague parameters around supposed demographics. Marketing of the cloud-dominated future allows users to use technology to understanding not only general profiles, but individuals. That makes it a revolutionary system, and a definitive business platform for years to come.
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