{"id":26414,"date":"2019-12-03T22:25:00","date_gmt":"2019-12-04T03:25:00","guid":{"rendered":"https:\/\/www.delvinia.com\/?p=26414"},"modified":"2020-02-27T01:38:28","modified_gmt":"2020-02-27T06:38:28","slug":"three-ways-5g-will-alter-the-marketing-landscape","status":"publish","type":"post","link":"https:\/\/www.delvinia.com\/three-ways-5g-will-alter-the-marketing-landscape\/","title":{"rendered":"Three ways 5G will alter the marketing landscape"},"content":{"rendered":"
The wireless tech is primed to create opps in market research, qualitative data and VR, writes Delvinia’s Steve Mast.<\/h5>\n

First published on Strategy Online<\/a>.<\/p>\n

Marketers have a natural aversion to hype. Who can blame them? They\u2019re bombarded daily with stories about new technologies and shifting consumer habits that require urgent action. If they jumped at everything, they\u2019d have no time to do their jobs.<\/p>\n

So they could be forgiven for getting glazy-eyed when hearing about 5G, which is far more promise than action. Don\u2019t fall into that trap. It may not be here yet, but even if we realize only half of the benefits promised by 5G, the implications for marketers are remarkable. Imagine a world where people enjoy blazing-fast mobile connections no matter where they are. Where virtual reality, facial recognition and autonomous cars suddenly realize their full potential once latency is a thing of the past.<\/p>\n

This has major implications for marketers. The move to 5G opens new \u2014 and in many ways, still unknown \u2014 horizons. We\u2019ll have to wait until the early 2020s to understand exactly what all this means, but that doesn\u2019t prevent marketers from starting to prepare. Let\u2019s take a quick look at some of the ways a more connected world operating on lightning-fast networks may impact data collection and other areas, starting with consumer insight.<\/p>\n

Supercharged consumer insight technology<\/strong><\/h4>\n

The progression from in-person research to online research and now mobile market research has provided many benefits to data collection; it\u2019s made conducting research faster, cheaper, and (when executed correctly) more accurate. But those are just the table stakes. The power of 5G will go much further in unleashing the full potential of mobile research.<\/p>\n

It starts with the research experience itself. Mobile provides the ability to capture in-context and rich media research, such as video insights, better than any other instrument. All the things consumers have resigned themselves to, like slow image and video loading, will vanish, making even complex surveys less \u201cclunky.\u201d In fact, it\u2019s likely marketers will benefit from the ability to create far more sophisticated and intuitive research models once they, and consumers, are freed from current technical constraints. The improved battery life promised by 5G will also make it less likely that those doing surveys will cut and run before completion. Marketers can also look forward to more precise geo-fencing, less affected by the size of crowds, weather conditions or pockets of poor connectivity.<\/p>\n

Simply put, 5G will usher in a new age of consumer insight technology, with marketers primed to benefit.<\/p>\n

An explosion in online qualitative<\/strong><\/h4>\n

The use of online qualitative has become ubiquitous, far beyond what many thought possible just five years ago. 5G will set the stage for quantum leaps in this area \u2014 vastly improving the efficiency of current techniques and driving adoption for innovative, new methodologies. Imagine the advantages of far faster, more reliable connections for things like virtual shop-alongs, eye-tracking, webcam depth interviews, and live, online focus groups. Freed from 3G shackles, AI will jump to the forefront of consumer marketing and become a valuable tool for qualitative researchers, from execution and analysis of \u201cbig qual\u201d studies to assisting moderators with fast-turn projects.<\/p>\n

Virtual reality takes centre stage<\/strong><\/h4>\n

It\u2019s in this area where we\u2019ll likely see some of the most groundbreaking strides. VR has come a long way, but cost and bandwidth limitations remain barriers. Once 5G hits the mainstream, all bets are off. Imagine a family taking a trip to the grocery store together, from their living room, guided by a remote moderator throughout the journey. Package, product, and shelf optimization using discrete-choice tasks will come to life in a virtual new world, without the restraints related to device type or connection speed and reliability.<\/p>\n

CMOs have become used to a breakneck pace of change. But as the old saying goes, we ain\u2019t seen nothing yet. That doesn\u2019t mean 5G won\u2019t have a direct impact on improving consumer insights. And that\u2019s not all. The capabilities of 5G warrants careful watching and, for those who are prepared and willing to be bold, sets the stage for a new and dynamic age for marketers.<\/p>\n","protected":false},"excerpt":{"rendered":"

The wireless tech is primed to create opps in market research, qualitative data and VR, writes Delvinia’s Steve Mast. First published on Strategy Online. Marketers have a natural aversion to hype. Who can blame them? They\u2019re bombarded daily with stories about new technologies and shifting consumer habits that require urgent action. If they jumped at […]<\/p>\n","protected":false},"author":26,"featured_media":26416,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[786,795,48,49,51],"tags":[776],"_links":{"self":[{"href":"https:\/\/www.delvinia.com\/wp-json\/wp\/v2\/posts\/26414"}],"collection":[{"href":"https:\/\/www.delvinia.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.delvinia.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.delvinia.com\/wp-json\/wp\/v2\/users\/26"}],"replies":[{"embeddable":true,"href":"https:\/\/www.delvinia.com\/wp-json\/wp\/v2\/comments?post=26414"}],"version-history":[{"count":3,"href":"https:\/\/www.delvinia.com\/wp-json\/wp\/v2\/posts\/26414\/revisions"}],"predecessor-version":[{"id":26424,"href":"https:\/\/www.delvinia.com\/wp-json\/wp\/v2\/posts\/26414\/revisions\/26424"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.delvinia.com\/wp-json\/wp\/v2\/media\/26416"}],"wp:attachment":[{"href":"https:\/\/www.delvinia.com\/wp-json\/wp\/v2\/media?parent=26414"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.delvinia.com\/wp-json\/wp\/v2\/categories?post=26414"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.delvinia.com\/wp-json\/wp\/v2\/tags?post=26414"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}