Mobile is now an important part of the marketing campaign mix. The arrival of 4G had a lot to do with this, sparking a revolution by delivering the speeds to drive mobile video advertising, unlocking new avenues for marketers to reach consumers. But with 5G on the horizon, what does this mean for customers and marketing professionals?
Recognizing the importance of 5G
The timeframe for 5G networks is closing in, with some reporting arrival as early as 2018. The importance of 5G is being recognized across the globe, where vendors and operators are racing to be at the forefront of 5G innovation.
At a national level, governments are also standing up and taking note. In the UK, for example, the government announced in its Autumn Statement that there will be £1 billion dedicated to new fibre broadband and 5G connectivity.
It is estimated that the number of connected things worldwide will reach 20.8 billion by 2020. Via these things, from wearables to IoT devices, advertisers will have unprecedented access to data about customers; from location to likes and dislikes.
Personalization has been a buzzword in marketing circles for some time, but 5G will completely revolutionize the concept of marketing to the masses. And customers will come to expect marketing messages that are relevant, timely and imaginatively delivered. Through the massive amount of data captured, advertisers will be able to serve customers with finely tailored messages. Customers will benefit from greater relevancy, while advertisers can improve ROI on their campaigns.
Marketers will need to become master-manipulators of tiny windows of opportunity and influence, identified through sophisticated data and analytics practices. Marketing professionals will need to have the digital skills and tools to exploit this data fully, and a successful strategy to take this information and make it work for them. This, combined with advanced analytics tools to measure and tweak campaigns, will change the face of marketing.
Faster speeds mean content is still king
4G sparked a revolution in video advertising, delivering the speeds to drive mobile video advertising. Now, 5G promises to deliver download speeds of 10,000 Mbps, super-charging rich video experiences.
The door will be open for 4K video (which you could download in 10 minutes), AR and VR content to be delivered to your mobile device. And it is perhaps via these VR and AR experiences that marketing creativity, and content marketing, can really shine.
Imagine selecting your next holiday destination based on a VR experience, where you can take-part in a realistic mini-preview of your holiday destination. From the comfort of your own home, you could take a VR tour of a museum, national park or sporting stadium from anywhere in the world. Or how about talking to your friends and relatives via hologram video chat, or having data projected onto the windshield of your car?
With the likes of Facebook Live and Periscope, live streaming is taking off in a big way. One third of Facebook users on smartphones across 14 markets claim to have watched a live video. With 5G, live streaming will become the norm, and open up new marketing opportunities. Faster speeds will also enable marketers to deliver real-time campaigns, such as live updates reflecting changes in price and stock-levels.
If 5G delivers the ubiquitous access it promises, run more like a common utility than today’s 3G/4G, marketers will no longer be stifled by the network limitations of particular markets. They will be able to create truly global campaigns.
It will be up to the creative imaginations of marketers and advertisers to harness the opportunities that 5G will deliver. The possibilities are boundless, so watch this space for marketing in 2018 and beyond.