The technological shift which occurred at the beginning of the twenty-first century forever changed the way people consumed content and forced companies to adjust their marketing campaigns. New online platforms which attracted millions of users emerged, and businesses needed to expose these people to information about their products. For instance, social media became a channel which provided marketers with extremely useful tools such as audience segmentation and an ability to track the utility of campaigns using various metrics. Yet, no matter how successful and effective social media are as a channel, there are new technological solutions which can further change the landscape of marketing. Of all technologies which were introduced in the last three years, 5G is projected to considerably disrupt the way marketers approach their work.
It is clear that the 5G technology has been in development for the past five, but the first deployment of the new-generation standard for broadband cellular networks took place only in 2019. 5G networks are set to radically influence various areas and enable change in numerous companies and organizations. Subsequently, the emerging technology presents an opportunity for marketers to enhance the efficiency of their campaigns and develop new ways of engaging customers to buy products. The adoption of 5G will be inevitable since it offers much higher speeds compared to the previous generation. As a result, companies will get a chance to make their marketing more interactive since clients will be more adapted to consuming large volumes of content on their mobile phones.
There are already instances of retail companies using 5G networks in combination with virtual reality to promote their new products. A Chinese retailer introduced a virtual fitting system which demonstrated that the clients using 5G on average bought more products and were more satisfied with their experience than other customers (Zhang, 2021). Such evidence shows that 5G networks can help marketers develop sophisticated digital campaigns and not be afraid that clients’ mobile devices will not be able to process them.
5G opens numerous marketing opportunities in multiple fields, and apart from conducting immersive promotional campaigns, companies also can utilize the new generation network to gather data more efficiently. Modern marketing decisions must always rely on accurate information about clients to ensure the effective use of resources. As mentioned earlier, 5G can maintain a high speed of connection which leads to low latency and overall faster information processing (Balasubramanian et al., 2019). Due to these properties, marketing departments will receive a chance to analyze large arrays of data in a much quicker fashion and derive valuable insights about customers’ behavior. The acquired evidence will help companies enhance their personalized marketing campaigns and will ultimately allow them to respond to changes in clients’ preferences almost instantly.
Businesses always have to manage new technological solutions to improve their marketing techniques in an attempt to expose as many people as possible to their products and services. Before the introduction of 5G, companies had to be careful about the load times of their clients’ devices which significantly reduced their capacity to generate immersive experiences. Yet, due to the high speeds of the new generation network, companies can start developing richer promotional campaigns, even incorporating virtual reality. Additionally, the low latency of 5G ultimately lets marketing departments process terabytes of information in a matter of minutes and quickly determine new consumer trends. As a result, 5G can assist marketers in becoming more responsive to the immediate needs of clients and grants them an opportunity to create personalized offerings for customers instantly.
Balasubramanian, V., Otoum, S., Aloqaily, M., Al Ridhawi, I., & Jararweh, Y. (2019). Low-latency vehicular edge: A vehicular infrastructure model for 5G. Simulation Modelling Practice and Theory, 98, 1–17. Web.
Zhang, X. (2014). New retail marketing strategy combining virtual reality and 5G mobile communication. Mathematical Problems in Engineering, 2021, 11–14. Web.