5G Technology and What it Means For Marketers Globally

Authored by Marketing Leaders Circle

If you thought people couldn’t get more connected via the web, think again. With improved connectivity and advanced loading speeds, people will likely consume even more online content on their computers, phones, and smart devices because of 5G. 

Despite all the 5G noise – and there is a lot of it in the media and entertainment sectors – you may still be wondering, “What on earth is 5G and how will it impact my business?”

With granular and advanced location-based advertising, businesses will get to create personalised adverts for engaging with customers at the right place, and right time. For example, if a smart fridge finds out that a particular customer’s meal is out of stock, it can use this information to prompt an advert for a meal – just in time for dinner! This is a B2C example, however there are many situations where a similar approach can be adapted for B2B organisations (when planned correctly). 

People are increasingly using voice assistants for search queries. Whether it is to diarize their activities or create lists, they are using voice control for anything or everything they like. 

The mobile advertising industry is set to revolve around voice conversations. Businesses will have to explore different formats and ways for tapping into voice-based advertising, for the betterment of the client journey. 

In the future, we will also start to see a car’s dashboard projecting adverts (though this may have health and safety implications). This will undoubtedly open up many opportunities for marketers and of course advertising. For such a seamless experience, a network with lower latency, high system capacity, and more consistency is required. And 5G hits the nail on the head.  

If you’re a marketing professional, now is the time to start thinking about 5G. Some companies are even choosing to partner with technical specialists when it comes to constructing the next generation of mobile ad experiences in either AR and VR. The walls that previously had constrained consumers to do everything they liked doing on mobile are slowly but surely coming down.

As 5G normalises over the coming years, we can say goodbye to poor quality Wi-Fi and say hello to a new world of opportunities. Hooray. 5G’s impact on advertising may potentially be limited, to begin with, but within a year, get ready to expect enormous changes.    

If you’re a small business marketer, the reality is that your everyday marketing procedures probably won’t change entirely. But, you’ll likely notice subtle changes and new technologies creeping on the horizon.

While some of these changes might not impact the way you work until later on, 5G’s pure speed might streamline your online marketing tasks in the near future. Overall, the addition of 5G and even improved Wi-Fi networks will be a great thing for businesses that have – and are actively building – an online or digital presence. 

We will see digital ads on more screens and surfaces. Today, we see various digital adverts on our phones, websites, and sporadically on screens at shopping centers, airports or at major grocery/food retailers. With 5G, wireless internet will be speedier and more abundant around the country – even in the more rural of places. This means digital adverts could appear in more areas with a web connection. The visuals and media in each advert could also be more advanced due to high network speeds.

Even if your company doesn’t feel quite ready to explore the possibilities of interactive advertising, you should still follow the world of marketing technology to keep up with what other big brands are doing. This will help you identify which opportunities might be more accessible to you in the future, or more scalable strategies where you can create similar strategies without high-priced technology.

You should also be sure to build up your digital and online marketing tactics if you haven’t already. If 5G, and the ongoing improvements of Wi-Fi, have taught us one thing, it’s that there is a business case for being hyper-connected. If most of your customers weren’t already online frequently, they definitely will be in the coming years.