As a business, you want to create a custom omnichannel experience. For that, it is not enough to just publish omnichannel content: you need to move to true personalisation with an always-on strategy. This can only succeed with dynamic digital content, and this requires a transformation in the field of content creation and distribution, both in terms of methods and technology.

This transformation is enabled by a number of technical breakthroughs that affect the way a marketing operation works, the technical architecture of a marketing operation, and ultimately its interaction and relationship with customers. Well-known examples are, of course, chatbots, AI, and the developments within Web 3.0. We see a number of trends that offer great opportunities.

Key areas for technological developments

In particular, the following emerging technology trends will fundamentally change the way we work: generative content, predictive analytics, AI-driven process automation, decentralised martech architecture, and optimal, personalised omnichannel experiences.

• Generative content
  The opportunities presented by generative content and AI-driven content automation are promising. Imagine a world where interfaces adapt to the way people consume content; where chatbots not only generate answers but also contribute content to the conversation; and where AI generates images that are hyper-relevant and indistinguishable from the real thing, specifically for you. This is the future, which you can start working on today. It has a fundamental impact on how we design and distribute digital experiences.

• Predictive analytics and AI-driven process automation
  The capabilities of these technologies are not new, but they are accelerating into a new phase. They will lead to more efficient and effective ways of working and, for that reason, greatly improve operating results. They ensure that we can predict future customer behaviour even better and make it easier and faster to automate processes that are currently (partly) manual.

• Decentralised martech architecture
  The emergence of decentralised martech architectures is also going to cause a lot of change. The technology is more flexible and scalable than the conventional way of working while being more secure and less prone to failure. As data becomes more accessible and easy to integrate with other systems, new business opportunities arise. Technology helps drive business forward, but it also brings challenges for companies that are not yet ready for this shift.

• Optimal user experiences
  All-encompassing, immersive experiences such as virtual fashion shows, personalised avatars, holographic projections and, e.g. Augmented, Virtual, and Mixed Reality are changing the way we present and buy products through a stronger omnichannel nature. These technologies bring products to life in new ways, creating a deeper, more engaged customer experience. How you create content and how consumers consume content will change as a result. As a brand, you need to have your technical and creative (content) strategy in place for that.

The importance of responsibility and caution

Commitment, transparency, and trust still form the foundation, especially with all these new opportunities. Deploy these new technologies carefully and with integrity. Certainly don't leave everything to AI: apply it in a targeted way up to a certain level, and focus on the manageability and controllability of how you as a company communicate with customers and stakeholders. That way, you use it as an efficient tool, not as a substitute for human involvement and judgment.

Clearly, these technological developments are also leading to a fundamental change in how your customers search, find, process, and apply information. In a world where consumers are increasingly in control of what they see when and on what device, it is the job of brands to provide the right information at the right time. It is therefore no longer about pushing consumers through a funnel, but about serving their needs and providing them with the knowledge to help them grow.

Redefining roles and disciplines

This revolution is going to lead to a redefinition of many disciplines. Any field that revolves around data and knowledge, where there is interpretation and repetitive decisions, and where content is created to trigger actions, will be affected by these trends. Besides fundamentally changing the way we work and engage with customers, technology will lead to a new wave of digital innovation.

Work carefully and substantiated if you want to take maximum advantage of all the opportunities. Take and stay in control of the marketing operating models of the future with your own digital engagement engine. Encourage responsible and sustainable digital practices that put privacy, security, and inclusivity first. And nurture a learning culture, with innovation at its core, to bring out the full potential of these innovations. This change, like any change, comes with opportunities, threats, and feelings of uncertainty. A thoughtful, well-informed, and orchestrated, step-by-step approach really makes all the difference here.

About the author: Marco Fredriksen is a Founding pPartner and digital accelerator at FULL FORCE DIGITAL.

This article was originally published by Emerce.nl (in Dutch)