“Search-like” Advertising in Generative AI
“Search-like” ads such as those in response to prompts, have arrived in generative AI. You may have seen these or you can check out how they look here.
The Future of Digital Marketing
During my talk on the Future of Digital Marketing, I discussed some of the latest happening in the industry and a look into the future and where we are headed (soon that we think!). Technologies and technical environments such as the metaverse, blockchain, Artificial Super Intelligence (ASI), and the Internet of Everything (IoE) are changing or will completely the digital marketing landscape.
The Future of Search
While search has evolved greatly, what is the future of search? Will consumers need to really do a search any more? During my keynote at “The Year Ahead” 2021 AMA virtual conference, I discussed how technologies such as AI will power search of the future in ways that search will be conducted for us. Voice search is stepping in a key way of finding information and things.
Dumb Digital Marketing in a Smart World?
Unfortunately, some marketers are stuck doing dumb digital marketing in a smart world. Some digital marketers are under-utilizing existing and emerging technologies as part of their digital marketing strategy.
Although many companies are actively employing one or more existing or emerging technology such as Artificial Intelligence (AI), Augmented Reality (AR), Virtual Reality (VR), Extended Reality (XR) within an Internet of Things (IoT) or Internet of Everything (IoE) context, are they really employing these effectively? What value are consumers getting or are organizations just jumping on the bandwagon? Documenting this value can prove beneficial to finding gaps and adjusting smart digital marketing strategies.
In my article Avoid Dumb Digital Marketing in a Smart World in the Marketing Journal, I overviewed some of the above existing and emerging technologies and discussed how digital marketing is moving into a much smarter context.
Smart Homes of 2050 – Value Creation
How we will live in the future is topic of much consideration. During my Tedx talk at Northwestern University and in my article Towards New Rooms in a Potential Smart Home of 2050 Through Strategic Value Creation and in related published articles in IPMA, I discussed how marketing strategies for value creation can be applied in the context of smart homes of the future. Building on various innovations taking place, and emerging and futuristic technologies, the way we live in the future will be drastically different, especially in light of an IoT environment. Smart home consumers can be given choice while marketers capture value in return for what they provide.
Smart Cities and Value Creation
Smart cities are not only based on technology but also the fact that strategic marketers need to understand and apply concepts of value to an overall framework in which consumers live, work and interact. Smart cities provide great opportunity for digital marketers to create value at various touchpoints. This value creation can take place across digital channels and in various forums. A strong understanding of the technical and legal considerations will allow marketers to position themselves well for great success in such smart environments.
Smart Product Design and Innovation & Entrepreneurship
There is no doubt that smart products will continue to be on the minds of innovators and entrepreneurs for decades to come. The question becomes, what’s next? How should it be designed? Some are constantly involved in pondering this question well before others even begin to think about it. The challenge is many fold. It is one thing to come up with an innovation and other to ensure it can be commercialized in a way that is valuable to consumers. These are questions that are important to address in early stages. Some questions to ponder are:
If a consumer is holding, viewing or utilizing this product, what are they saying or thinking?
Can a change in the design of the product create a new marketing opportunity or be valuable to another target market?
Does a smart product always mean a smart design?