Impact of Newer Technologies: Changing Approach of Marketing

S Mohini Ratna, Editor, VARINDIA

The technological breakthroughs and megatrends are manifesting itself in a proliferation of technologies. To remain relevant and to succeed, emerging technology strategy needs to be a part of every company’s corporate strategy.

Recently, with the increase of personalised campaigns and content there has been increased usage of smart devices that have pushed the marketing and branding to many different forms. Marketers need to be on top of what is trending and sense the pulse of their consumer needs.

Interestingly, the brand messaging that provides the most impact is the one that truly connects with consumers, provides human engagement and has real impact. With the digital content and technology trends on the rise, the scope of various brands and industries to engage and connect with their target audience is boundless.

The new marketing technologies have enabled marketers to try innovative ways of marketing. Customers are seeking a simpler and more personalised ways to connect with brands and machine learning, artificial intelligence, chat bots and cloud computing promises to deliver the same.

This brings a huge advancement in computing, storage and communication capabilities and enabled the initial generations of AI to become a reality. A significant step forward will be the development of secure cognitive and intelligent information processing systems that mimic the human brain in a safe and secure manner.

Such systems can self-learn at scale, interpret data proactively, perform reasoning and decision making with purpose, solve unfamiliar problems using acquired knowledge, and interact with humans in real-time naturally.

Cognitive computing systems bear the potential for tremendously boosting economic competitiveness and contributing to social good. For instance, they will allow us to automate manufacturing, administrative, and financial processes at scales that were hitherto impossible. This leads to bring another technology, that is advancing precision medicine, developing personalized educational programs, deploying government resources and social services much more efficiently, detecting anomalies in context promptly, executing disaster prevention and environmental protection effectively, and conducting defense and military operations more humanely and ethically are only some of many huge leaps that can be enabled by cognitive systems.

These applications rely on the capability of cognitive systems to absorb relevant information swiftly and extract meaningful insight from the deluge of loosely structured or unstructured data in a secure manner. The enablement hinges on a full-system approach, including fast and energy-efficient information processing, effective programming paradigms, innovative algorithms, new and heterogeneous architectures, digital, analog and mixed-signal circuits, traditional and new device technologies, and materials and packaging development.

At the same time, we have seen there is no stopping to the explosive growth in the telecommunications, IoT, mobile, desktop and server markets that we, the computing industry, have enabled in the last couple of decades. Today’s graduate student community is uniquely enabled, like never before, to really push the envelope in many directions in the research landscape. It leads to many start-ups to emerge into big conglomerate.

While all good things are happening, there is emergence of threat Intelligence changes that are the rules of the game for the security industry. The rise in the number of targeted attacks and ubiquitous Advanced Persistent Threats (APTs) and stringent directives for data protection are the main drivers of the threat intelligence market.

Rising threat leads to the emergence of cloud deployment mode, which is expected to grow at a higher CAGR, as SMEs are rapidly adopting cost-effective cloud deployment mode. This model helps SMEs avoid the costs associated with hardware, software, storage, and technical staff. The cloud-based platform offers a unified way in the form of SaaS-based security services to secure business applications. It is also beneficial for organizations with strict budgets for security investments. It is estimated to constitute the largest market share.

Another challenge we have seen is, attackers are now using Wi-Fi networks, which are unsecured and found the way to deliver malware to many devices. A new malware named Emotet has the capability to help spread their malware to more victims. This malware can also spread from one device to another by creating a botnet that helps deliver additional spam and emails.

In these unprecedented times, we have two big challenges including the challenge of corona and cyber. Cyberattacks in India have increased multi-fold in the current environment with close to 4 lakh malware and 375 cyberattacks being witnessed daily. Vulnerabilities will continue to exist and the only solution against those is personal cyber hygiene and technological steps.

Lastly, innovation and disruption become a part of daily life and marketing efforts will continue and don’t ever let anyone convince you that you are not good enough!