Enthusiasts of digital marketing and professionals who are actively working in this field are always in the loop about developments in this industry. They are well aware of the potential of the big three tech revolutions that are starting to pick up a storm and might turn into a cyclone in the next few years. They are AI or Artificial Intelligence, AR or Augmented Reality and VR or Virtual Reality.
Many in the digital marketing world are worried if there will be jobs for them in the near future if companies and brands start relying more on these tech tools rather than on human beings!
While there is little scope of these big three tech phenomenon taking over human jobs in the online marketing sector in the coming decade, they are surely going to affect and make an impact on how work is done in this field. AI, for example, is being used by giants in the tech world like Google and IBM to drive their handling of customers. Google is increasingly using AI to handle search queries and offer precise content to searchers. Digital marketers have to understand the mechanics of this process so that they can cope with the changes happening in the digital world due to the introduction and use of AI.
The same goes for AR and VR, especially AR. With AR, customers can simply aim their smartphone scanners on products they find in a shopping mall to download additional information about the product, along with details about discounts, offers and best prices. As of now, AR is being tested in the National Football League and in departmental stores run by BMW. If their baby steps turn out to be satisfactory, or more than that, AR will find greater use in how customers buy products and how digital marketers need to target them.
Even in the case of VR, which is being used by brands like IKEA, the primary focus is to entice customers into buying. The furniture behemoth IKEA is encouraging its customers and store visitors to put on 3D glasses so that they can visualize for themselves how their living space or bedroom is going to look with the furniture available on sale at the store. When they see the virtual reality through the glasses, they are better positioned to make a decision on what to buy and what to avoid.
As is evident, the discussion is not if AI, AR and VR will displace or substitute digital marketing. The point of discussion is how digital marketing will use these weapons to sharpen its own initiative to drive greater sales and growth.