What the Emergence of 5G Wireless Means For Marketing

What the Emergence of 5G Wireless Means For Marketing

It’s been a decade since 4G – the last generation of mobile network technology – was introduced. With its arrival, the landscape of digital media and mobile communication was forever altered.

Smartphones and other devices designed to fully utilize 4G wireless technology gave consumers the power of supercomputers in the palms of their hands, enabling them to quickly and easily search the internet for products, services, reviews, and media, as well as find answers to nearly any question imaginable.

In a short period of time, we’ve come to take 4G’s capabilities for granted. It’s worth bearing in mind, however, that many of today’s mobile apps – with their capacity for streaming video and audio and in-app advertising and purchases – could not have existed on 3G.

No previous generation of mobile technology has had the wherewithal to drive economic growth to the extent that 5G promises. Much like the advent of 4G made it possible for services like Uber and Lyft to launch, 5G is likely to spark a brand-new wave of tech titans.

5G also gives every indication of opening up more opportunities for the growth of the Internet of Things (IoT), connecting everything from your house lights to your garage door and even your toaster to the internet. This translates into more people and more devices spending more time connected to the internet, increasingly consuming more content.

While it could take as long as a decade to realize the full potential of the technology, 5G is projected to cover up to 65% of the global population by the end of 2025, fielding as much as 45% of global mobile data traffic. When 5G wireless networks and devices finally start to take root, they will fundamentally change customer behavior and open up new marketing opportunities for organizations.

WHAT IS 5G?

5G, the fifth-generation cellular wireless network, is a cloud-based network that connects people on mobile devices to the internet remarkably faster than previous networks. While 4G requires cables and infrastructure to operate smoothly in a neighborhood, 5G’s cellular towers enhance cloud-based signals, eliminating many cable-related needs.

Whereas preceding wireless networks were only truly capable of powering mobile devices up to the size of a tablet, 5G will be strong enough and fast enough to effortlessly power computers, televisions, and even smart devices.

5G technology carries with it the potential for download speeds up to 100 times faster than 4G; very low latency (the time it takes for a network to send a data packet after it’s requested from a receiving device); higher network capacity (the ability to connect far more devices to a network simultaneously); and faster message transmission, due to supercharged connectivity.

The possibilities of 5G are limitless and could transform the digital marketing landscape in more ways than we can conceive of.

HOW 5G WIRELESS WILL CHANGE CONSUMER BEHAVIOR

The expansion of 5G will be powered by the introduction of 5G-compatible iPhones and Android phones in the near future. This will likely spawn a huge wave of smartphone upgrades. Along with being on a faster network, these devices will feature better-quality screens, faster processors, higher-resolution cameras, and other improved components.

Once customers have acquired these compatible devices, wireless carriers will begin vying for these customers by building out their respective networks. This build-out will take some time, but 5G should be an everyday experience for the majority of Americans within the next 3 to 5 years.

Faster internet speeds on 5G-supported devices will make surfing the internet, watching videos, and online shopping much more attractive on mobile. This will likely motivate consumers to use their mobile devices even more often than before. Already, 37% of web traffic and 56% of revenue is from mobile devices, according to Smart Insights. As 5G expands to more communities, these numbers will certainly escalate even further.

With better and faster data exchanges, 5G will also lead to enhanced location accuracy. Having relevant data in hand to increase targeting accuracy for any ad, search page, or web page experience means improved results for both consumers and brands. Consumers will enjoy a better experience and marketers will reach a more targeted audience. While this won’t necessarily change the tactics that local marketers use to connect to their audience, it will increase the chances that the consumers they reach are the right ones.

WHAT 5G MEANS FOR MARKETING

A Solid Online Presence Is Essential

With higher loading speeds and dependable, super-fast connections, people will be able to consume more online content, faster. In fact, early users of the 5G network have reported using four times more data than they did previously. Consumers are likely going to be spending more time browsing, scrolling, and swiping on the internet and less time viewing traditional content like cable TV, newspapers, and magazines. More screen time translates into more opportunities to reach your target audience.

If your brand doesn’t currently exist on all the relevant platforms, now’s the time to establish and develop a solid online presence. If you haven’t already launched a website, this is a crucial first step. Set up and optimize your business profiles on all the major social media networks, including Facebook, Twitter, LinkedIn, and Instagram. Consider creating marketing videos aimed at increasing brand awareness. Starting a company blog is an excellent way to build a community and provoke conversations among industry peers.

Digital Ads Will Be on More Screens & Surfaces

With 5G and advancing Wi-Fi technologies, wireless internet is going to be noticeably faster and more widespread, even in rural locations. Due to the higher network speeds, visual and media in digital ads could be much more advanced.

Currently, digital ads can be seen on smartphones, websites, and occasionally on screens at shopping centers and airports. Super-fast wireless connectivity means high-end screens could be located anywhere an internet connection exists. Quite literally, any surface has the potential to become an interactive digital marketing ad platform. Faster speeds could even open the door for functional holographic ads. 

Super-fast wireless connectivity means that high-end screens could be located anywhere an internet connection exists. Faster speeds could even open the door for functioning holographic ads. In a world where literally any surface has the potential to become an interactive digital marketing ad platform, advertisers can dramatically increase the number of locations and methods by which they can reach potential customers.

Augmented Reality (AR) & Virtual Reality (VR)

For years, marketers have deemed immersive technologies like virtual reality (VR) and augmented reality (AR) to be rife with potential for paid advertising. While some major brands have played around with VR and AR for some time, opportunities in these areas have been constrained based on Wi-Fi access.

One of the chief reasons why VR, AR, and other forms of extended reality (XR) haven’t yet become widespread in popularity is because these technologies demand significant bandwidth, less latency, and greater speed than 4G is capable of providing. The expansion of 5G networks will allow advertisers to utilize this format with more reliability and less lag.

Augmented reality inherently relies on immersion. A lag or stutter can shatter the illusion. In order to maintain the suspension of disbelief, the AR experience needs to be utterly convincing, real-time, and executed seamlessly. As internet speeds accelerate, delivering on these requirements is becoming progressively easier.

Low latency and high system capacity will improve overall consistency, helping to bring smooth, immersive experiences into mainstream reality, and offering a wealth of opportunities for marketers.

 

In the near future, we can reasonably expect to see brands launching innovative and compelling messaging using high-quality, interactive creative imagery overlaid on practically every surface imaginable. This innovative marketing content will likely be viewable not just when wearing standard AR-enhanced glasses, but also in store windows, on walls, in car dashboards, and on next-generation mobile devices that also function as projectors.

Internet of Things (IoT) Will Reach Its Full Potential

The Internet of Things (IoT) describes the concept of connecting any possible device to the internet. This goes beyond the obvious connected “things” like computers, cell phones, smart TVs, cameras, home security systems, and wearable devices (Apple Watches and FitBits, for example), and extends to more commonplace items like thermostats, lighting fixtures, household appliances, doorbells, and even barbecue grills. All of these and more can be controlled through devices such as smartphones or smart speakers.

While many IoT devices are capable of functioning on 4G networks, connections between devices generally can’t rely on transferring large amounts of data because there simply isn’t enough bandwidth. With the increased bandwidth that 5G networks will bring, the number of connected items will skyrocket, and the connection between these items will become more efficient and seamless.

As adoption of 5G continues to increase, the amount of data generated by IoT devices will also grow exponentially. Marketers will have to learn to separate the valuable data from the “junk,” but once they’re able to reliably pinpoint the good data to use on a large scale, the possibilities are endless.

What benefits can marketers derive from this treasure trove of data?

  • Understand audiences more deeply in order to better personalize their messaging
  • Generate contextual and location-based ads that are hyper-targeted to reach their ideal audience
  • Create timely, relevant content for prospective customers at each stage in the buying journey
  • Listen to the needs of their customers based on their behavior
  • Make real-time adjustments to marketing campaigns based on ongoing data analysis

Going forward, advertisers should be ready to interface with users across a variety of different devices using a vast array of ad formats.

More Interactive Advertising

Up to this point, buffering and other technological limitations have impaired the accessibility of interactive ads.

At present, advertisers are tasked with finding a happy medium between producing compelling creative content and minimizing webpage load times. High-definition or interactive digital display ads lengthen the amount of time it takes for a page to load, which can cause some website visitors to skedaddle before they even see the ad.

5G download speeds will be fast enough that marketers will no longer be limited with regard to the quality of creative features on a webpage. 4K and live videos will be commonplace across the internet, even on mobile.

Since interactive ads won’t negatively impact a website’s performance, the sites will be significantly easier to navigate. Improved website performance could potentially boost click-through rates and decrease bounce rates as well.

Marketing Processes Will Be Improved

Reporting and data mining that once took hours or days for marketers to complete might only take a few minutes or seconds with 5G. Analytics, applied to every phase of the marketing process, can help predict where demand will be for particular products, optimize pricing to gain a competitive edge, and identify consumer purchasing patterns and behaviors.

With faster data communication between devices, marketers will finally have access to real-time analytics. This opens up the possibility to maximize and modify marketing campaigns in real time using artificial intelligence (AI) and other marketing automation tools.

Greater Personalization & Hyper-Localized Targeting

As internet speeds increase and mobile connectivity reaches deeper into more rural and remote areas, the number of internet users is likely to grow at an even faster rate than before. With the proliferation of users, marketers will also see a noticeable increase in the amount of valuable data they are able to collect. With more detailed information in hand, marketers will be able to deliver hyper-localized content and multifaceted campaign strategies. Hyper-localization makes personalization and targeting increasingly important. With this data, marketers will be better able to:

  • Tailor ads by demographics, consumer behavior, and specific device usage
  • Improve segmentation, customer experience (CX), and customer journey
  • Generate customized calls to action, personalized emails, and location-based homepages
  • Build meaningful relationships between the brand and the consumer

Expansion of Mobile Marketing

Over the past decade, screen time on mobile devices has significantly increased. With users’ eyes glued to their cell phone screens, mobile marketing is more vital than ever. 

Marketers understand that there’s a discernible difference between how people use a computer and a smartphone. Desktop search inquiries can be more complex, whereas smartphone queries are generally simpler and more direct. Bearing this in mind, marketers will need to fashion content that’s more appropriate for mobile devices.

This content will likely be centered around screenless searches – voice search and digital assistants, for example – as well as micro-moments (when people reflexively consult a device, typically a smartphone, to act upon a need to learn, do, discover, watch, or buy something). Consequently, this content will be more conversational in tone and framed to answer frequently asked questions to aid users in acquiring information on the go.

Mobile ecommerce sales in the U.S. represented nearly 40% of total retail ecommerce sales as recently as 2018 – and it’s anticipated that these numbers will keep climbing. Despite this unprecedented growth, U.S. consumers are nonetheless encountering considerable difficulties while shopping online.

Consumers’ greatest frustration emanates from latency – in a recent survey, 42% of users referenced low-performing websites or apps as their biggest inconvenience. As network speeds accelerate with 5G, zero latency will essentially eliminate the number-one problem for mobile shopping.

Now is the time for companies – and marketers – to gear up for the progression of 5G by streamlining shopping apps and enriching the customer experience.

Video Advertising Will Increase

Video is already the most consumed content on the internet, as well as a fast-growing segment of digital marketing. While 4G networks are relatively fast, lag issues still creep up when streaming videos. Due to limited bandwidth, pages load slowly, preventing many marketers from doubling down on video as a central focus of their efforts.

With heightened connectivity and accelerated internet speeds, the use of video content, streaming, and mobile video consumption is expected to skyrocket. Page load times will dramatically decrease and buffering time will be reduced to virtually nil, creating a nearly seamless streaming experience for users.

5G networks will allow users to stream high-quality videos faster than ever before, contribute to better overall quality (such as 4K video), easily support longer-form and data-rich videos, and enhance live video capabilities.

Consequently, video advertising will become more prevalent online. Marketers will focus on producing unique, high-quality video content as a primary component of their advertising strategies. Consumers should expect that the quantity of video ads they see will rise; however, these same users may be more open to video content if they find it to be particularly relevant.

As recently as 2018, users reported having viewed a combined 1 billion hours’ worth of YouTube content each day, substantially more than the next leading platforms combined. Rival social networks such as Facebook, Twitter, Instagram, TikTok, and Snapchat have all rolled out emergent video platforms in an attempt to seize a portion of YouTube’s viewership for their platforms. As the breadth of video-streaming networks continues to expand, marketers will work on diversifying and gearing their efforts toward each specific platform.

Decreasing Use of Ad Blockers

Currently, an estimated 47% of consumers routinely use ad blockers. One of the biggest reasons for this is that ads can significantly slow down a page’s load time.

With the higher speeds and lower latency that 5G will bring, the use of ad blockers is likely to decline. This means that marketers will be able to serve more ads to more people, much faster than before.

Faster load times and a better user experience (UX) will ultimately lead to more positive relationships between brands and consumers as well.

Richer Content for Websites & Emails

More mobile bandwidth would seriously diminish concerns about website load times, allowing businesses to use more images, animation, and video. Just because they can, though, doesn’t mean that they should – busy and frenetic web designs can be confusing to visitors. However, 5G does allow for richer content with fewer worries.

5G technology would decrease concerns about email load times as well. Marketers could be more confident about using retina and 4K images in emails, and could even use larger-sized animated gifs with more frames.

Voice Assistants Will Be The Norm

Whether scheduling activities or creating lists, people are now using voice assistants for anything and everything they please. Sales of smart speakers, such as Amazon’s Alexa, have also boomed in recent years.

Smart speakers and voice assistants demand rapid access to vast amounts of data in order to accurately encrypt a verbal command and return a useful response. 5G technology will allow these tools to function even faster and be more helpful. In addition, the data transfer speeds available from 5G networks will enable you to take your smart speaker with you wherever you go for even greater versatility.

One of the biggest marketing impacts of 5G will be that consumers can have actual voice conversations with mobile devices, instead of merely issuing a few voice commands and interacting at other times by thumb-typing or screen-touching.

As voice assistants become more omnipresent, marketers will look for new ways to leverage this developing technology. Mobile advertising could eventually become entirely slanted towards voice conversations.

HOW TO KEEP UP IN A 5G WORLD

It’s understandable if your company isn’t quite ready to explore the possibilities of interactive advertising, augmented reality, or virtual reality. However, you should still keep tabs on the latest marketing technologies in order to be “in the know” about what the bigger brands are doing. This can help you identify which opportunities might be more accessible to you in the future, or come up with similar strategies that you might be able to recreate without the high-priced technologies.

If you haven’t already, you should also work on building up your digital and online marketing tactics. The ongoing improvements of Wi-Fi and the expectations of 5G have demonstrated that there’s a business case for being hyperconnected. If the majority of your customers weren’t online frequently already, they certainly will be in the coming years.

Make sure you’re actively engaging with consumers on the most popular social media channels for your industry. Build a robust website awash with digital content such as blog posts, marketing videos, and other relevant information.

If you’ve already got an amazing online presence, consider exploring newer mobile platforms that could thrive in the 5G era. You might not be able to afford to create an AR advertisement, but you could experiment with creating content that utilizes AR or new-media filters on apps such as Snapchat, TikTok, or Instagram.

In a 5G world, marketing will be distinctly data-driven with messaging served to individuals, not the general public. At every micro-moment of decision, you’ll be seeking to gain influence. Thus, you will need solid marketing technology in order to capture and analyze data and respond in real time. Accomplishing this goal will demand investment and meticulous planning. Utilizing a customer data platform is a great place to start

FINAL THOUGHTS

While the move to widespread 5G coverage will be a gradual progression, the latest generation of wireless technology stands as a colossal creative and strategic opportunity for marketers. Integrating technology into the marketing realm was already bound to happen; but with the realization of 5G on a massive scale, digital will indeed begin to dominate.

Amidst this rapidly changing landscape, marketers must work to establish closer relationships between consumers and brands through more relevant and compelling communications and experiences. 5G will allow marketers to find new and innovative ways to communicate with their existing customers, based on better location accuracy and other techniques. 

Marketing professionals would also be wise to invest in new skills and strategic planning in order to fully leverage the new technology and its infrastructure. By keeping an eye on key digital marketing metrics and monitoring customer behaviors closely, marketers can quickly identify major shifts and adapt accordingly. 

As with any new technology, unexpected pitfalls may arise, such as data breaches and identity theft. Marketers must ensure that comprehensive security and privacy procedures are in place to safeguard their own assets and those of their clients.

Overall, the addition of 5G and even improved Wi-Fi networks will be great for businesses with an online or digital presence – and marketers who run many of their daily processes online.

There’s definitely a lot to unpack, but as 5G takes shape and becomes part of our collective reality, we’ll continue to discover new ways to harness the technology and enhance the consumer’s experience.

If you’re looking for a digital marketing and creative services team to deliver precise marketing solutions to help grow your business, look no further than HighClick Media. We provide comprehensive digital media and online marketing solutions for businesses of all sizes. Our talented team of creative thinkers, innovators, and digital marketers bring skill above and beyond the ordinary to every project, resulting in explosive business success. Give us a call today at 252.814.2150 to see how we can help you #elevateyourbrand!

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5 Ways to Get Your Small Business Ready for the Metaverse

5 Ways to Get Your Small Business Ready for the Metaverse

Is your business ready for the transition to the metaverse? Yeah, we get it – that’s a loaded question! After all, there’s still a fair bit of speculation and rumors about exactly what’s involved with the metaverse and what it will mean for us and our businesses.

Over the past couple of years, we’ve witnessed businesses placing a greater emphasis on ecommerce and digital transformation – thanks in large part to the global pandemic. But we’re also seeing businesses begin to shift their attention even further toward digital as the virtual world becomes less of a fantastical idea and closer to reality.

With internet users spending more time online than ever before, and many small businesses falling on hard times, it’s time for us to rethink how we will connect with our audiences going forward.

In this article, we’ll explore five ways to help your small business weather the world-changing transition to the metaverse – and thrive in its aftermath.

Know Your Niche

The concept of the metaverse – connecting people to technology (and vice versa) using virtual and augmented reality – isn’t a new one. In fact, the idea has actually been kicked around for decades, to varying degrees of execution.

No one seems to agree, or know for sure when the metaverse concept was originally conceived; it’s equally difficult to find an agreed-upon definition of what the reality of the metaverse means for us now.

What’s certain is that the first (and perhaps best) way to make sure your small business is ready for this new era of digital transformation is to have a clear idea of what you want for your brand and how you can make the most of technology to achieve your goals.

For one company, that might mean developing better AI in order to be able to better address customer questions through your website. For another, it might entail creating an entire virtual reality world that allows potential buyers to examine products before buying them as though they were actually there with the items.

Let’s face it: you know your business better than anyone else. Accordingly, only you can determine what the metaverse can (or can’t) do for your business.

Consider Updating Your Branding

With new tech initiatives and the emergence of newer, more diverse social platforms come new branding opportunities. This is a great time to take a long, hard look at your visual brand.

One of the great things about the metaverse is its focus on connectivity. Startups and small businesses alike must ensure that the visual aspects of their messaging make clear how important communication is to the business. As one of the founding values behind the metaverse, paying special attention to your visual branding must always be a top priority.

Claim and Update Your Business on Search Engines

More than half of business owners haven’t claimed their company’s listings on tools like Google Business Profile (formerly known as Google My Business). This is a huge mistake!

Claiming and maintaining your online presence is absolutely crucial for a small business in today’s digital world. Without it, you’ll miss out on countless opportunities to drive traffic to your site, or to the business itself, as well as risk frustrating customers who can’t find the information they need when they need it.

Keeping this information up to date is just as important, particularly for things like holidays or hours of operation, as incorrect information could easily turn off potential customers.

I am not ready for that.

Don’t Abandon the Old Ways Too Quickly

Try to avoid the temptation to go “all virtual, all the time” too soon. Yes, the idea of the metaverse is exciting, and it’s likely that at least some of your customer base will be ready for it.

But good business dictates that you should always give the customer what they want – and the majority of consumers aren’t quite ready for this new way of doing business. At least not yet.

Even as you’re positioning your business to be ready for “the next big thing,” don’t be too hasty to cast aside the old ways completely. Many of your customers are going to want to stick with what they’re used to, for as long as possible. You should continue to give your audience the option to engage with your brand through more traditional methods.

Remain Adaptable

Last but certainly not least, be ready for anything! One thing that many entrepreneurs and small business owners know well is that right about the time you get comfortable, that’s when change comes fast and furious!

Sure, we have an exciting future ahead of us, thanks to an increasing tech-minded push, and it’s going to change the way we view and interact with our world. But if you get too hung up on tomorrow’s virtual reality project, you might not see what’s coming up next week.

 
 

Final Thoughts

Transformation is coming – that’s a given. How will your small business ride out these changes over the next decade? Well, that’s up to you. At the very least, you should be prepared for what comes next.

If you need help transforming your business for the digital age, HighClick Media can help! Whether you’re looking to update your website, get started with social media marketing, or optimize your website for search engines so it’s easier to be found online, we have a solution that’s right for you! Call us today at 252.814.2150 or drop us a line here to see how we can help elevate your brand!

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An earlier version of this article appeared on Entrepreneur’s website and can be found here.

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