“Marketing will be more technological, but the technology will be used to know how they think, what they think and what consumers feel with the aim of being able to carry out hyperpersonalized advertising campaigns”.
This is the main conclusion reached by those responsible for the startups that are part of Ogilvy Upcelerator, the corporate accelerator of Ogilvy Barcelona. These entrepreneurs list the trends for this year of marketing and advertising communication, as well as the challenges they will have to face.
1. ARRIVE MARKETING BY VOICE
“It’s no coincidence that Google’s announcement this Christmas recaptures Macaulay Culkin 28 years after the movie that launched him into stardom and puts him back home alone, but this time, Culkin has the invaluable help of the voice assistant. Google to carry out its misdeeds and fight against thieves Voice technology, already applied in the home, will break into 2019 in the advertising sector and will generate great changes in the virtual world.”
In the opinion of Jordi Urbea, CEO of Ogilvy Barcelona, ”the assistants such as Alexa, Google or Homepod, from Apple, will force to modify the webs, their indexing, search engines… and, therefore, also the way to develop campaigns on the Internet The challenge for brands and their agencies will be the creation and consolidation of their own identity in this environment “.
2. ARTIFICIAL INTELLIGENCE BREAKS
“The way in which brands and companies manage their relationship with consumers will change, because Artificial Intelligence (AI), now applied to areas such as economics and health, will become the technology used in marketing campaigns and advertising communication.”
According to Diego Fernández, director of Ogilvy Upcelerator, “the AI will give conversational interfaces (bots and virtual assistants) a naturalness that will enhance its usefulness and make campaigns more effective.” Chatbots will be an increasingly common tool in customer service , and in terms of social networks, instant messaging applications will be consolidated as advertising platforms that will exploit the most current technologies. This year we will see that WhatsApp will open its platform so that users can generate bots, with which for brands it will be more real and accessible to have a useful and easily accessible chatbot.
3. COGNITIVE AND EMOTIONAL CONSUMER KNOWLEDGE
“Technology will be the absolute protagonist in the marketing sector, through physical sensors, digital traces, geolocation tools, etc., sophisticated CRM (customer relationship management) or CDP (customer data platform) systems have been created that collect and analyze emotional data of the individual. Now it’s time to apply big data and know other data such as the mental map of each consumer, where it happens, what time it does where it is … “, underlines Rafael Hernández, CEO of Human Data, startup specialized in creating cognitive profiles of users that can be used in campaigns to optimize them.
For its part, María López, co-founder and CEO of BitBrain, a company specializing in neuroscience, is clear that “the marketing of the future will continue to satisfy the wishes of the client, but will do so through emotional messages”.
4. ULTRAPERSONALIZATION OF DATA TO IMPROVE USER EXPERIENCE
“There will no longer be a single campaign for all users, not even a single one for different sectors of users, communications will be ultrapersonalized, anticipation and prediction, interactive, they will be in real time, they will be launched at the right moment in which the consumer be more receptive and in the precise place where you are”.
In this sense, companies have proliferated that promote user interaction in areas where it did not exist until now. For example, startup Gestoos works to improve the user experience in different areas, such as digital signage in stations, airports, etc. According to Pau Molinas, chief business officer of Gestoos, “until now digital signage was passive, but screens that are in physical spaces can also provide a good user experience, giving the user control over those screens.”
Charles Ehredt, co-founder and CEO of Currency Alliance, a technology platform that allows loyalty programs to easily connect with complementary brands to provide their customers with more value through, for example, better experiences, argues that improving the customer user experience will have reward. “According to a PriceWaterhouseCoopers study, customers will pay for a better experience up to 16% more.”
5. REVOLUTION AT POINT OF SALE WITH 5G AND IOT
“The deployment of the 5G network will allow the explosion and expansion of the Internet of Things (IoT), each element of the point of sale can be connected to the Internet and brands will communicate with consumers not only digitally, but also through the spaces physical.”
In this line, MOCA has developed a technology that, thanks to the use of geolocation and the connection with sensors, allows to build physical customer journey maps, so that the big brands can personalize the messages to their users, attract them from the mobile to the store physical and achieve conversion. According to María Fernanda González, CEO and co-founder of this startup, “using a geofence [virtual perimeter of a real-world geographical area], you can attract a person who walks down the street to the nearest store of a retail brand, with offers of products that we know that the user has placed at some point in the cart of the ecommerce page of the brand, but has not come to buy.The use of in-store sensors allows to measure the conversion in an exact way. customers generate more than 10 million euros in new business in a year by brand and country”.
6. TELEVISION OVER THE TOP (OTT) AND OMNICANAL
“These acronyms define a type of video service that reaches the user through their smart TV through Internet In Spain, this technology already reaches almost 50% of homes and connects devices to offer personalized audiovisual and advertising content Currently, a brand can already have a single channel in which the contents of the television, mobile, tablet and chromecast are displayed.The user can see the contents offered by the brand, but also buy their products through The brand, in turn, can analyze its users and launch personalized and monetizable campaigns in real time through the onmicanal platform. “
Fran Romero, founder and CEO of DelidataX, a startup that helps agencies conduct ultra-segmented omnichannel campaigns, says that “the future lies in offering information to the user who really cares about it through mobile, desktop and smart TV, and so on. optimize the amount of hours we dedicate to find what we really want or need.”