Transformative technologies
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The document discusses the transformative impact of emerging technologies on marketing and business operations, highlighting the growth of online marketing and e-commerce. It covers various innovations such as social media, AI, IoT, and blockchain, emphasizing their role in changing communication channels and consumer behavior. The final sections suggest further exploration of new technologies and their applications in marketing through provided resources.
Transformative technologies
- 1. Transformative Technologies Emergent technologies that introduce the next revolution
- 2. A decade of change “Essentials of Marketing” is a standard text in marketing in University of Bedford. It was published in 2013 and had ten pages (of 400) devoted to social media. By 2015, e-commerce sales by businesses with 10 or more employees in the UK non-financial sector were £533 billion, representing 19.0% of business turnover! How big is the change
- 3. The Importance of Online Marketing is dramatic ● In 2017, 90% of households in Great Britain had internet access, an increase from 89% in 2016 and 57% in 2006. ● In terms of purchases, 77% of adults bought goods or services online, up from 53% in 2008. ● Online sales are 15% and growing at 3% per month. a. Office of National Statistics
- 4. What has been transformative? ● Social media ● Mobile ● Apps ● Video ● Quantitative and qualitative online research ● Data and open source API’s ● Artificial Intelligence ● Support services (many free) ● AR/VR ● Decline in popularity of traditional communication channels
- 5. The next Big Thing Mobile will change Micro Marketing More important AR/VR to be the next big new communication channel Product development will be faster and more responsive the customer ambition
- 6. Who predicts innovation Monitor and make lists, revise them and then use imagination and creativity to explore potential marketing applications ● The process of innovations http://bit.ly/2yXS8c3 ● Universities http://bit.ly/2z0RWJ0 ● Consultants http://bit.ly/2yXVagr, http://bit.ly/2yYt3NS ● Journals http://bit.ly/2yXT3ci, http://bit.ly/2yYTfI9 ● Newspapers http://bit.ly/2yZHKk0 ● Institutions http://bit.ly/2yXcORn, http://bit.ly/2yY5btZ
- 8. Software defined security Not much impact for Marcoms Ensures that the appropriate security controls automatically remain in place, regardless of where an application moves, whether on- premises or to public clouds.
- 9. Enterprise taxonomy and ontology management Important to know about for management of evermore data and its dynamic applications In a general context, taxonomy and ontology are often considered synonymous. However, they are different concepts that require different tools to manage them. A taxonomy and an ontology are technically two ways of organizing information. A taxonomy is a knowledge tree, a logical structure that uses hierarchies to classify documents, concepts, etc. An ontology is a representation of knowledge that defines the meaning of concepts and the relationships among different concepts (it can include several taxonomies).
- 10. Cognitive Expert Advisors We have already explored this concept (API’s and Artificial Intelligence) AI and cognitive computers can learn from interactions, understand natural language, build knowledge and generally interact more like humans. This capability is being used to develop expert advisors – systems that can provide relevant recommendations of items, information or services based on the context of what the person is asking for. Read more: https://www.insider- trends.com/the-unknown-technologies- shaping-our-future/#ixzz4x26YsnSB
- 12. Blockchain Is a core technology on top of which a lot will happen By allowing digital information to be distributed but not copied, blockchain technology created the backbone of a new type of internet. Originally devised for the digital currency, Bitcoin, the tech community is now finding other potential uses for the technology. Blockchain Revolution by Don Tapscott http://bit.ly/2hpSbTE
- 13. Cognitive Computing Getting close to singularity? Cognitive computing is the simulation of human thought processes in a computerized model. Cognitive computing involves self- learning systems that use data mining, pattern recognition and natural language processing to mimic the way the human brain works. The goal of cognitive computing is to create automated IT systems that are capable of solving problems without requiring human assistance. http://bit.ly/2hpqE4X Forbes says http://bit.ly/2hqX9Q9 Who’s doing it? http://bit.ly/2hpzf7O
- 14. Carbon Nanotubes A technology that can change communication devices Scientists at the U.S. Department of Energy's National Renewable Energy Laboratory (NREL) reported significant advances in the thermoelectric performance of organic semiconductors based on carbon nanotube thin films that could be integrated into fabrics to convert waste heat into electricity or serve as a small power source. Nanotubes can also be used instead of copper wire and embedded in wearables including AR glasses. http://bit.ly/2hp1lQu, http://bit.ly/2hqYtCB,
- 15. Autonomous Vehicles Not just cars And now they are at the trial stage: http://tcrn.ch/2hrreiw http://read.bi/2hprq20
- 16. Machine Learning Really useful for Marketing Machine learning is a field of computer science that gives computers the ability to learn without being explicitly programmed. http://bit.ly/2hq1t26 http://bit.ly/2hq7yM0 http://ubm.io/2hq82li http://bit.ly/2hphJAw
- 17. Deep Learning Deep learning (also known as deep structured learning or hierarchical learning) is part of a broader family of machine learning methods based on learningdata representations, as opposed to task-specific algorithms. Learning can be supervised, partially supervised or unsupervised. http://bit.ly/2A3m6su
- 18. Smart Home Add your products to the smart home What if all the devices in your life could connect to the Internet? Not just computers and smartphones, but everything: clocks, speakers, lights, door bells, cameras, windows, window blinds, hot water heaters, appliances, cooking utensils, you name it. And what if those devices could all communicate, send you information, and take your commands? It's not science fiction; it's the Internet of Things (IoT), and it's a key component of home automation and smart homes. http://bit.ly/2A3AVLS http://bit.ly/2A3Bt4o
- 19. Virtual Assistants You too can add to its capability and knowledge Adecade ago, the names Alexa and Cortana were just names. These days, however, they're synonymous with intelligent or virtual assistants, which – along with the likes of Samsung Bixby, Siri, IBM Watson and Google Assistant – have redefined how we interact with our devices and software. http://bit.ly/2A2lOlV , https://assistant.google.com/
- 21. IoT and Platforms This is big for marketing The Internet of Things presents an enormous opportunity to transform the way we live and do business. IoT will have an economic impact of between $4 trillion and $11 trillion by 2025. In order to get value from the Internet of Things (IoT), it helps to have a platform on which to create and manage applications, to run analytics, and to store and secure your data. Like an operating system for a laptop, a platform does a lot of things in the background that makes life easier and less expensive for developers, managers, and users. http://bit.ly/2A2MQcM, https://ibm.co/2A3DzBi, http://bit.ly/2A3TaRw
- 22. What Next The next slides are available and extend the range of technologies even further. For more, please email me: david.g.h.phillips@gmail.com