In 2018, the world witnessed a marriage of politics and technology to give consumers greater control over their data. In 2019, as the relationship between humans and technology is still more intertwined, I think we will see a clearer shift in how we deal with data than the more stringent guidelines that show how marketers can access them to rely more on the devices we use to understand them.
In 2019, marketers must keep up or leave behind them. Here's how.
Consumers will have more control over their data
In May, the EU took a big step toward protecting the digital rights and privacy of its citizens when it implemented GDPR, launching a new standard that changed how companies dealt with consumer privacy and gave people new rights to their own data.
Marketers will need to adapt this technology and integrate it into their ad delivery systems quickly … or risk becoming obsolete while increasing the purchasing power of younger generations.
GDP has generated international and recent awareness of data privacy, data mining and individual user control. This was just the beginning. With similar policies introduced in the United States, brands and marketers will need to develop their own policies to anticipate these new rules not only to comply with regulations but also to ensure that consumers feel their data is being used transparently. Consumers will ask for it.
First blockchain real solutions debut
Blockchain will be more than just something to keep track of bitcoin. The noise may actually translate into something concrete in 2019 when we begin to see the first commercial applications of the blockchain. In ads, blockchain has become an essential part of the infrastructure with technology already being used through AdChain and Rebel AI initiatives, which ensure digital advertising and protect publisher identity and brand spending using automated learning, blockchain techniques and encryption.
In 2019, anyone working in advertising or marketing space needs to embrace the blockchain because it has the ability to provide full visibility of the supply chain thanks to a transparent and unchangeable ledger. We are now on their doorstep now, but blockchain will turn the entire media industry.
Become an unconscious community of the screen
Voice continues to move away from our screens, thanks to the myriad of touch points to use our voices today. We've become more dependent on digital assistants such as Alexa, Cortana, Google and Siri for simple playback tasks. When was the last time your phone left your pocket? The number of smartphones used throughout the United States is expected to exceed 90 million by the end of 2018, at a growth rate of approximately 48% (faster than any technology product since the smartphone), and marketers must set themselves up for voice-focused ad solutions .
This is especially true in conjunction with these digital assistants, as the number of CPG brands entering the game is increasing every day. More e-commerce happens without a screen, and this will dramatically change how advertisers reach customers.
5G will change how content is created and consumed
In June, 3GPP, the international group that controls cell phone standards, officially signed up for the new independent 5G radio (NR), a major step towards cellular NGN. Wireless and technical companies have conducted field tests across several regions, including in the United States, Japan and South Korea, and the first generation V-generation car will start appearing early next year.
This game-changing technology (imagine downloading 50 high definition movies in five seconds) will stimulate innovation about what kind of content consumers can easily access anywhere, anytime, and change how people interact with data. Marketers will need to take advantage of this technology to target their audience at higher speeds and faster efficiency, and even provide users with AR and VR experience without delay.
This will also pose a challenge, though. Due to the inevitable flow of data on 5G, marketers will need to use proven and real technology such as location data and basic best practices such as appropriate audience segmentation to reduce noise.
Artificial intelligence will make our lives easier
With the increasing number of companies working to strengthen the relationship between the machine and the human, it also teaches artificial intelligence to better understand the nuances of human interactions. Companies such as Kia and Hyundai are planning to include Amnesty International assistants in their cars starting in 2019. Google, Apple and Amazon will continue to make advances to their artificial intelligence assistants, making our lives easier when they learn habits and anticipate needs faster and more accurately.
The millennium generation has been prepared and younger to lead the adoption of this connection, and it is impossible to even think of all the effects. Marketers will need to adapt this technology and integrate it into ad delivery systems quickly by doing things like improving sound or risking obsolescence while increasing purchasing power for younger generations.