Predictions: 10 technology trends in marketing for 2020

What difference will artificial intelligence and emerging technology make to marketing in 2020? CMO asks the experts


6. Holograms

Ruffell goes onto say the rate of technological advancement is not going to slow down in the foreseeable future, and this is shortly going to include 3D holograms.

“At the moment we’re looking at a very new solution that has been rolled out in Hong Kong but hasn’t been rolled out here yet, 3D holograms. It can be used to bring characters to life, as well as bring people into an event virtually when they can’t physically take part," he said.

7. Hyper-automation

According to Garter, hyper-automation is the combination of AI and multiple machine learning (ML), packaged software, and automation tools to deliver a process, thing or service faster than automation alone. According to the analyst firm's predictions, hyper-automation refers not only to tools, but also to all the steps of automation itself, such as discover, analyse, design, automate, measure, monitor and reassess.

While this trend is similar to RPA, this alone is not hyper-automation. Instead, hyper-automation requires a combination of tools to help support replicating human involvement, Gartner said. 

8. Multiexperience

Garter also said conversational platforms are changing the way in which people interact with the digital world. Combined with VR, AR and mixed reality (MR), this shift in both perception and interaction models is leading to a future of multisensory and multimodal experience.

“The model will shift from one of technology-literate people to one of people-literate technology. The burden of translating intent will move from the user to the computer,” Gartner research vice-president, Brian Burke, said.  “This ability to communicate with users across many human senses will provide a richer environment for delivering nuanced information.”

9. Voice

We can’t have a predictions article without a comment on voice and smart speakers in general. As more consumers expect to be able to interact with brands using only voice, a voice strategy has never been more important.

Verbrugghe said the future of customer engagement will see AI take most of the load creating better customer experience, with the purpose of avoiding escalations to customer service.

“That includes bots becoming the main method for contextual push marketing. Voice will also become the main medium by which customers interact with brands, either through home pods, wearables or integrated assistants in branded apps.”

Related: What you need to know about voice-based marketing

10. Data privacy and security

Data privacy and security goes hand-in-hand with emerging technology. Gartner said consumers are increasingly aware their personal information is valuable and are demanding control. Organisations also recognise the increasing risk of securing and managing growing amounts of personal data, and governments are implementing strict legislation to ensure they do.

Therefore, transparency and traceability are critical elements to support digital ethics and privacy needs. This includes an ethical approach to use of  AI and other advanced technologies.

As Gartner pointed out, AI and ML will continue to be applied to augment human decision making across a broad set of use cases. However, it creates significant new challenges for the security team and risk leaders with a massive increase in potential points of attack with Internet of Things (IoT), cloud computing, microservices and highly connected systems in smart spaces.

Head of global commerce strategy at Publicis Sapient, Jon Reily, said he’s optimistic into the future.

"There's a lot of fear and trepidation about the mothership watching your every move and the erosion of privacy. But at the end of the day, I have trust in the systems and the people that build the systems to create strong security to protect us. And the benefits far outweigh the concerns to me," he said. 

“One of the questions asked to me was, did I believe individuals would be able to monetise their own privacy in the future? And my response to that was probably no, simply based on the fact that the technology to glean everything that marketers will want to know about you is probably going to be available in third-party relatively quickly, because of that erosion of basic privacy and the fact our mobile phones are tracking us everywhere.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, follow our regular updates via CMO Australia's Linkedin company page, or join us on Facebook: https://www.facebook.com/CMOAustralia.    

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

How can organisations debias their decisions?

​People whose personal details and experiences signal they come from racially diverse backgrounds are less likely than anglo or Caucasian candidates to make it through the first cut in recruitment processes. Even if the organisation says it values diversity.

Dr Karen Morley

Author, commentator

Is your marketing team adapting quickly enough to the COVID-19 crisis?

The impact of coronavirus is far reaching with the true impact on the economy and businesses is unknown. While there are a few categories and brands experiencing growth, for the most part the crisis is wreaking havoc for large and small operators across many sectors including entertainment, tourism, retail, fitness, services and the list goes on.

Teresa Sperti

Founder, Arktic Fox

Why COVID-19 makes it more important than ever to move at the speed of the consumer

There is no doubt the challenges we are facing as businesses, advertisers and audiences with COVID-19 are all unprecedented. But with this comes an opportunity to take stock and re-evaluate current strategies, plans and processes to drive efficiencies and relevance in today's market.

Emma Macey

General manager, SuperNova Media

Great article. Well said!Https://www.virtualtradesho...Virtual conference

Curtis Okeefe

Can virtual events fill the digital conference gap?

Read more

Why these voice assistants are so popular nowadays? Maybe I should get one too? I am really curious.

Jill Kim

Aussie brands jump on voice-interaction bandwagon following Amazon Alexa's local launch

Read more

We encourage you to share your thoughts on your favorite social platform. Digital Marketing Consultant HyderabadDigital Marketing Analyst...

Chaitanya Nandigam

CMO interview: Charting a new customer course at a NFP fintech

Read more

Extremely insightful and well written. Thanks for the great article!

Nicole Brodie Nahum

Why COVID-19 makes it more important than ever to move at the speed of the consumer

Read more

Blockchain is one of the fastest growing technology in today's digital era. Industries like banking and finance are already using blockch...

Aniket Singh

Can blockchain deliver on its big advertising promises?

Read more

Latest Podcast

More podcasts

Sign in