A guest post by business consultant Regina Wheeler about emerging marketing technologies
B2B products and services provide solutions to complex problems. Often, communicating the value of these services can be a challenge for marketers as it requires a complex and subtle understanding of the challenges businesses face. That’s why B2B marketers are continually looking for new tools to facilitate their marketing strategies. Emerging marketing technology often provides these solutions, and keeping an eye on innovation will ensure you’re on the cutting edge of B2B marketing.
Here are five emerging marketing technologies you can’t afford to ignore.
1) Immersive Web Experiences
Creating rich, dynamic, and engaging web pages is essential for B2B marketing. For example, a landing page that immediately captures your audience’s imagination will have a profound influence on your conversion rate. Traditionally, designers have built pages that capture the users’ attention through graphics, color, and detail. Still, in 2021 we’re going to see interactivity at the heart of the appeal of web pages.
Web 2.0 and beyond has arrived and with it an enormous potential for dynamic content on web pages. You can bring your product page to life, such as immersive graphics that explode into life when the user scrolls. Animated elements on the page are better at holding user attention, and interactive infographics will provide information to the reader better than ever before.
2) Augmented Reality
Technology is now providing us with the tools for changing the world as we know it – reality becomes malleable, and businesses will be able to use this in remarkable ways. Smartphones now give everyone on the planet the opportunity to interact with their landscape in new ways. As the global phenomenon of Pokemon Go has demonstrated, this is a powerful way of appealing to people.
B2B marketers can take advantage of augmented reality technology in several ways. Through augmented reality, sales agents can reveal stunning practical applications of B2B tools. The impact that this can have is far superior to anything traditional marketing tools have to offer. As an emerging technology, interest in AR has accelerated.
3) Virtual Reality
“Augmented reality allows users to take a glimpse into another world, using smartphone technology to add or remove visual elements of the real world,” says Noe Gonzalez, a marketing writer at 1day2write and Ph.D. Kingdom.
“Virtual reality lets B2B marketers build completely new worlds, and these incredibly immersive settings hold revolutionary potential for sales and marketing.”
Noe Gonzalez
VR headsets remain expensive for the time being, so we’re not likely to see widespread uptake of this emerging technology anytime soon. Nevertheless, marketers need to be aware of the potential that it holds. Building interactive, 3-dimensional worlds will allow brands to offer an unprecedented glimpse at their services.
4) The 360 Experience
Offering interactive tours of products and services allows customers to explore the value of these in-depth. “In marketing terms, the closer you can take your client to the service, the closer you are to a sale. So, offering advanced 360 experiences will allow you to show your services off from all angles,” says Gertrude Potter, a business blogger at Write My X and Britstudent.
Google has been dropping 360 photographs on their maps for years, providing users with the opportunity to become immersed in Google’s curated world. From a B2B perspective, 360 tours can provide eye-opening interactive experiences between clients and your brand. For example, Ernst and Young built a 360 experience that gamified the company’s mission, encouraging clients to explore quizzes and puzzles that exemplified their strategy. A 360 experienced combined marketing with gaming to build a strong relationship with the client.
5) AI Marketing
Data has enabled progress in leaps and bounds in the marketing world, letting us get to know our clients better than ever before. AI tools are now leveraging the vast amount of data we can generate on our customers to offer finely targeted strategies.
A recent example of the power of AI is the technology developed by Chorus. By utilizing AI to record and analyze every sales call, Chorus generates powerful perspectives on how customers respond to specific words and phrases. By taking the guesswork out of your marketing communications, you can guarantee results.
Crunch Time
B2B is a sector that thrives on innovation and entrepreneurship, and so emerging technologies should always be at the heart of your marketing strategies. As the ongoing global pandemic places us in an increasingly virtual world, augmented reality and interactive web pages will provide valuable marketing content and leverage AI to take your communications to the next level—the future’s bright.
Regina Wheeler is a business consultant at Essay Help and Do My Coursework. She has been on the front line of entrepreneurship and technology and maintains an interest in management, marketing, and finance. If you want to read more of her work, you can find it on Dissertation Writing Services.
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