Rather than presenting an antithesis to the digital paradigm, post-digital thinking explores opportunities originating from present-day consequences of the digital world we live in. Discussing 2016 marketing without resorting to online and mobile digital platforms is like talking about a pond with no fish to catch. Social media marketing, search optimization, and utilization of context advertising, for instance, have been well known and widely utilized. But what comes next shall be a good question.
Technology has not only served the purpose of enabling much effective and personalized marketing communications. New software tools empower the digital consumer generation to take action. Ad blockers flourish and by no means remain limited to deterrence of pop-up screens. Business may fight back by rapidly adopting novel automation platforms. To give an example, scheduling and tracking customer emails or monitoring online sentiment could be just as well done by algorithms instead of valuable and costly staff.
The advancements of communication devices will soon be requiring from companies to interact with virtual reality in an unprecedented way. Visualizing customer journeys and immersing customers in 360-degree 3D experience will soon become the key contribution of the gaming industry to mainstream marketing. Soon, there will be no product or service without a virtual tour full of interactive features.
Integrated marketing approach will be replaced by omni-channel marketing, where tweeting for a product while distributing a viral video will soon create new levels of interaction. Event will be happening physically and virtually at the same time across multiple locations. Even more traditional marketing will move online regardless whether in industrial or consumer markets. Online and brick-and-mortar channels will be skillfully managed as synergetic complements rather than competing domains.
Location and context-based marketing will be on the rise with the internet of things. After years of slow adoption, cars have been pursuant of a position in the center of one’s own digital communication and entertainment offering value added services based on mobile connectivity. After tablets and desktops, laptops will soon leave the center-stage. All communication and most work will move to mobile.
Post-digital era could also pose some threats as some individual customers or whole sizeable segments may try to stay disconnected abandoning their virtual identity. Seeking non-virtual real life benefits and emerging in the world of real things shall be seen an anticipated countertrend. The aim of closing the gap between the real and digital worlds will create significant developmental areas for a plethora of companies. Post-digital marketers need to integrate a customer in the physical world into their thinking. Customers will need to be successfully addressed as they walk down the aisle in a Wi-Fi equipped store using their smartphones for instant communication and for shopping leads at the same time. Post-digital marketers do not attempt primarily to get the customer, that is a given, they need to find the exactly right time and place to reach them.
Résumé
O tom, jak se v marketingu připravit na post-digitální éru
Digitální marketing je pomalu nahrazován marketingem post-digitálním, kdy využívání a zvládání nových technologií pro přístup k cílovým skupinám není výsadou úspěšných firem, ale podmínkou jakéhokoli tržního úspěchu. Post-digitální marketing se vypořádává jak se stále větším zastoupením virtuální reality, nutností komunikovat různé zprávy stejného smyslu prostřednictvím různých platforem, synergickým integrováním digitálního a reálného světa, tak s rostoucími technologickými kompetencemi zákazníků, kteří např. dokáží marketingové akce efektivně blokovat, nebo s tím, že nestačí potenciální zákazníky sdělením zasáhnout, ale že je nutno komunikovat v konkrétním krátkém časovém úseku a v přesně vymezené lokalitě.
