AI, Robotics, VR & Blockchain: The Impact of Innovative Technologies on Brands’ Marketing Communications

Digitalization and tech development have transformed our mass communication world and аdded new dimensions to its structure. Today, there are completely new ways and opportunities available for brands seeking to reach their target audiences and create new patterns of consumer behavior. The increase in time spent online affects the taste and expectations of customers. Brands are facing new tasks — in desperate need of a strong digital presence, they have to enter “creative mode” and find a distinctive modern communication approach.

Digital communication systems are shortcut-ing the distance between business and target audiences. Online connections have led to the emergence of?information?and?network?society, inhabiting a brand new generational media environment — saturated with a vast amount of public opinions and open discussions. Unlimited social flow and mass integration of information and communication technologies bring unique business opportunities. Brands are faced with the need for approaches that allow them to use all available data and subordinate it to reach their top marketing goals.

Innovations created during the revolutionary Industry 4.0 era, pushed brands to use new technologies for easier achievement of marketing needs and connections with web-based communities. Through software development and automation, work processes are improved and automated, intentions are tracked and clear market goals are set. New digital solutions increase the quality of mass communication and marketing campaigning.

Through our own cyberspace, organizations around the world can easily share information with wider anonymous and non-anonymous audiences. Two-way communication in real-time feedback helps brainstorming and marketing more successful. The growing number of technological developments facilitates consumer attitude and expectation analysis, and trend anticipation, referring to data with impressive and unmatched accuracy.

Innovative technologies such as Blockchain, Artificial Intelligence (AI), Virtual Reality (VR), Augmented Reality (AR) and Robotic Process Automation (RPA) have an increasingly positive impact on mass communication. Brands are provided with powerful, comprehensive, and instant tools for successful marketing launch and valuable interplay. The novelty among analysis tools helps professionals in audience segmentation, targeting, engaging, market share expansion, and brand image improvement. There are also more alternative options for personalized marketing and successful achievement of pre-set goals. Thanks to the newly occurring high-tech developments, large data structures are optimized for better serving business needs. Relying on all provided information, they analyze the market, find recurring patterns in consumer behavior and build communication strategies based on them.

Over the last few years, we have seen how?Artificial Intelligence?software has been helping marketers in identifying trends at an early stage and predicting needs. This way, it has been continuously highering the chances of brands meeting the expectations of consumers. Tons of sales on a daily basis are generated entirely by algorithm-based systems, familiar with a person’s preferences better than himself. But the good examples don’t stop here.

For faster, more efficient, and never-ending task performance, teams are now collaborating with?RPA?systems. Through customer service, purchase assistance, or repetitive tasks, chatbots, and machines are becoming universal trusted assistants with a high return. They facilitate and speed up work processes in a remarkable way, which leads to higher marketing results and tangible increases in sales.

On the other hand, the emergence of?Virtual Reality?and?Augmented Reality?as a revolutionary marketing force is also caused by the strong impact on audiences. For years those technologies have been giving a memorable experience of products and services, unmatchable virtual participation in activities, and far-fetch interaction and testing at another level. Creative solutions for marketing campaigns have never been so off-limits, engaging with the customer’s mind and leaving an impact. So far, they have proved to be a much-needed prerequisite for behavior change in any desired direction.

Another innovative technology that deserves attention is certainly,?Blockchain. Increasingly popular, it is not only an improved way to perform financial actions, but also an innovation with marketing potential. Thanks to Blockchain-based developments, can improve brand communications by introducing new sales promotion methods, motivational customer rewards, and improved loyalty policies. In addition, thanks to the unique transparency that it guarantees, Blockchain can increase brand confidence by providing a secure, highly transparent environment for operation with customers’ personal data and transactions. Forecasts in the fintech industry suggest that the technology will become more widely used in the future.

Innovative technologies can completely change the perception of customers about businesses and branded communication. Vyara Stefcheva’s research on the impact of innovative technology on brand marketing communications has proved that there are positive consumer attitudes towards brands that apply innovative technologies in their communication with customers. Respondents are willing to try new methods of communication, as well as share information for marketing purposes in order to receive an improved user experience. The majority of respondents also believe that the use of innovative technologies in marketing strategies is a sign of competitive advantage. The collected information is a starting point for improving the traditional methods of communication and replacing them with new approaches — more digital, up-to-date, engaging, cost-effective, and appropriate. The results of the thesis and research are a prerequisite for investments, development, and application of innovative technologies in brand marketing communications.

The attached author’s project on “Content Marketing with Innovative Technologies” shows impressive results concerning the increase of the productivity of the marketing actions and their effects. The development of digital media demonstrates the application of innovative technologies in marketing in practice. The project includes the development of a?high-tech website ?that applies modern innovative technologies in its marketing communications for the purpose of profitability, higher brand recognition, traffic, and successful organing positioning in SERP. In the course of the project, numerous tools have been implemented to improve the quality of content marketing. The innovative technologies used are based on Artificial Intelligence, Robotic Process Automation, and Blockchain. The achieved success tops the pre-defined KPIs by generating great returns from advertisers, a high number of visits, brand recognition and awareness, strong digital presence development, and concluding long-term partnerships and investments. The results of the author’s project establish that during the development stage of a brand (from scratch), the effective application of innovative technologies in marketing communications can be cost-effective, facilitate the work process and bring many tangible benefits.

Along with the rapid pace of innovation, customers are becoming more demanding, while the number of competitors is growing. It is safe to predict that in the upcoming years there will be a growing need for innovative technologies in branding and marketing communications. This, in turn, provides prospects for further research, building on the current thesis and adding new knowledge in line with the advancement of innovative technologies in the future. The considered use cases and researches prove that the use of innovation is necessary, where all actions must be strategically justified and planned in advance to achieve maximum effect and long-term goals.

TL;DR

Companies that are characterized by innovation have the ability to anticipate the future needs of their customers and, above all, to make them come true in the form of a highly personalized product or service. In order to achieve high results, modern communication experts must constantly look for new ways to reach their customers and generate more revenue. Innovative marketing strategies driven by innovative technologies can help companies achieve higher market shares.