Marketers are fearing for their jobs in the face of massive digital transformation fueled by Generative AI (GenAI). But as a marketer who has been through multiple digital transformation cycles (Y2K anyone?), I am here to assure you that while disruption feels scary, video did not, in fact, kill the radio star. WYSIWYG website editors did not put web developers out of business. And, GenAI is not going to displace the need for creative marketers. AI may automate many of the mundane tasks of content creation (like managing review cycles, version control, and sparking ideas for headlines … all the things that make you want to pull your hair out) but it does not compete with human creativity. AI can only draw on the past … ideas that have already happened, thoughts that have already been articulated, and data sets that already exist. Don’t get me wrong … it comes up with some pretty incredible content. But AI requires “drivers” to steer it in the right direction. Fortunately, “Odigo” is Greek for “to drive,” and we’re here to help you imagine the (as yet) unimagined possibilities of leveraging emerging technologies in your marketing efforts …
In case you haven’t noticed, marketing is in the midst of mind-bending transformation, driven by emerging technologies that will reshape how businesses connect with customers. So, this is the perfect opportunity for marketers to consider how artificial intelligence, augmented reality, blockchain, and other innovations can enable new marketing strategies and customer experiences.
According to Statista, the global market revenues of artificial intelligence (AI) usage in marketing were expected to reach $36 billion by 2024. And 88% of digital marketers are currently using AI in their day-to-day tasks.
AI is already enabling marketers to create personalized experiences for target customers. AI-powered algorithms sift through huge data sources to identify customer preferences, behaviors, and needs. This data enables marketers to deliver tailored content, recommendations, and offers that resonate with customers at an individual (and emotional) level. Imagine a market where AI can predict what customers want before they even know it, creating a seamless and intuitive shopping experience that evolves with market trends and buyer activities.
AI-enabled chatbots and virtual assistants are getting more and more sophisticated, providing instant support and engagements capable of managing customer inquiries, processing orders, and offering personalized advice while learning and improving over time. AI will be an indispensable tool to the future of marketing as it continues to enhance customer experiences, driving brand loyalty. But remember, smart marketers still have to guide the AI, so ramping up on data analysis and brainstorming creative ways to apply that data to drive captivating human engagements is an untapped opportunity for marketers.
Companies like Pecan AI have figured out how to leverage machine learning algorithms to analyze large volumes of data and provide insights into customer behavior, sales trends, and key business metrics. Marketers now have access to more data than ever before in order to shape strategies, test theories, and develop new, creative customer offers.
The augmented reality (AR) market is projected to reach $198 billion by 2025. AR merges digital and physical realms to redefine customer experiences. For example, AR enables customers to visualize products in their own environments before making purchase decisions. Imagine placing furniture in your living room, test-driving a car, or trying on virtual clothes without leaving your home. Immersive experiences are not only incredibly convenient, but help customers make critical buying decisions.
Marketers can use AR to shape interactive and engaging campaigns to capture their audience’s attention – from virtual showrooms to gamified experiences. AR allows brands to reach and connect with customers in new and novel ways. But marketers still need to design and shape the experiences for AR to bring it to life. As AR technology continues to evolve, it will become a cornerstone of marketing strategies. Imagine if your marketing teams could automate some of the repetitive tasks of marketing with AI while focusing their creative energies on creating AR-enabled customer experiences that blur the lines between reality and imagination.
IKEA, for example, has introduced an AR app that helps e-commerce shoppers visualize how items might look in their homes while shopping online. Siemens uses AR technology to showcase their complex machinery and systems, allowing potential clients to visualize how their solutions would fit into existing setups. The possibilities for AR-enhanced marketing experiences are hard to imagine yet, but it will require creative minds to turn this technology into next-gen marketing strategies.
The global blockchain technology market size was estimated at $31.28 billion in 2024 and is projected to grow at a CAGR of 90.1% from 2025 to 2030.
Often associated with cryptocurrencies, blockchain is well positioned to transform marketing by providing transparency into transactions and developing trust with end users. While data privacy and security are constantly under attack, blockchain provides a decentralized and immutable ledger to protect the integrity of customer data. Blockchain offers customers control of their data and allows them to decide how and when their information can be shared.
In marketing terms, blockchain’s ability to streamline processes like ad verification, supply chain management, and loyalty programs is a game changer for building robust customer engagement mechanisms and nurturing sales. By eliminating fears over data security and identity protection, blockchain will enable customers and businesses to connect securely, driving greater authenticity in marketing and sales engagements.
Blockchain is still evolving as a go-to solution in marketing and advertising, but there are many emerging solutions that will ensure trust and transparency. This is a great area for marketers to learn more and ramp up on how to harness the power of blockchain to transform marketing engines.
It’s been a hot minute since IoT was the tech industry’s buzziest buzz word, but the promise of the technology hasn’t changed. In fact, humans engage with IoT every day and barely notice it anymore. From smart home appliances to wearable technology, our daily interactions are generating warehouses full of data that can be used to create personalized and context-aware customer experiences. Receiving recipes based on your refrigerator contents or tailored workout plans based on your fitness goals is just the beginning of hyper-customized marketing engagements.
What’s more, IoT enables seamless connections between online and offline experiences. Beacon technology enables retailers to offer targeted promotions to customers in each aisle of the store, influencing a customer’s shopping journey in real time. Marketing is just beginning to explore the power of IoT to connect every touchpoint with customers to create cohesive and immersive experiences.
From fun to functional, the possibilities are limitless. For example, Heineken launched an IoT-enabled bottle opener called “The Closer,” which sends a signal to the user’s phone to automatically shut down work-related apps and set an out-of-office message when a bottle is opened. Meanwhile, South East Water built an end-to-end IoT ecosystem to improve service delivery and CRM scores, providing real-time data to engineering teams to drive continuous improvement of the customer experience.
We say it often, and we continue to mean it … it’s an exciting time to be in tech. And in marketing. And once we can see past the fear of AI taking the marketing jobs, we can begin to explore the limitless possibilities of technology enabling creativity and innovation in marketing strategies. Emerging technologies offer a canvas for marketers to paint bold and imaginative visions that captivate audiences. By thinking beyond conventional boundaries, marketers can create experiences that change the way customers engage with the business.
Imagine a world where virtual reality (VR) transports customers to exotic destinations, allowing them to explore and interact with products in a fully immersive environment. Picture AI-driven campaigns that adapt in real time based on customer emotions and reactions. Envision blockchain-powered loyalty programs that reward customers for their engagement and advocacy. The possibilities are limitless, and the future of marketing lies in the ability to imagine the unimaginable.
As we step into this exciting future, let us help you envision the unimaginable and shape a world where technology and human ingenuity converge to create extraordinary experiences. Reach out to schedule an envisioning workshop today at contact@theodigogroup.com.