Thursday, May 13, 2021

7 Ways 5G Wireless Will Impact Digital Marketers

Jonathan McClure
November 24, 2020

3 minute read

The next generation of mobile technology truly arrived with Apple joining Samsung and others in officially announcing 5G-compatible phones. This new age opens up a variety of opportunities for digital marketers as 5G wireless promises speeds that are at least 10 times faster than today’s 4G.

Here are seven areas to focus on:

More video

While it takes about six minutes to download a 2-hour movie with 4G, that’s reduced to just 3.6 seconds with 5G, according to the Consumer Technology Association. This radically lowers the bar for watching a movie, on-demand webinars, and other kinds of video and streaming content. Higher download speeds will be a boon for video marketing on businesses’ websites and their social media pages, too.

Richer website design

More mobile bandwidth will dramatically diminish concerns about website load times, allowing businesses to use more images, animation, and—as already mentioned—video. 5G allows for more rich content with fewer worries.

Richer email design

5G similarly diminishes concerns about email load times. Marketers will be more casual about using retina and even 4K images in emails and can use animated gifs that are larger in size and have more frames. It might also accelerate the adoption of email interactivity that’s powered by Cascading Style Sheets and AMP for Email, creating more web-like experiences in the inbox.

Precise location-triggered messaging

5G wireless is much more accurate in pinpointing a user’s location. While 4G can only identify a user’s location within 1 mile, 5G is accurate to within 3 feet—and has been enhanced to be accurate to within centimeters. That means, for instance, a retailer could ascertain what product display the user is standing in front of in their store. They could use that information to enhance their customer profile and personalize future emails, or to immediately trigger a push notification or SMS message to promote nearby products.

Mainstreaming of virtual and augmented reality

5G will spur the adoption of virtual reality (VR) and augmented reality (AR). VR is where a completely new landscape is presented to viewers, while AR is where information and graphics are overlaid on top of whatever the viewer is looking at.

For example, VR allows potential home buyers to tour properties from anywhere in the world. Meanwhile, AR allows shoppers to see how a new sofa would look in their living room or how new glasses would look on their face. These are niche experiences today but will become much more commonplace in a 5G world.

Tighter omnichannel orchestration

More bandwidth and more powerful apps naturally create opportunities to weave your channels together to enhance the customer experience. Digital wallets for in-store contactless payments, app-based check-ins for curbside pickup, and the aforementioned VR and AR scenarios are just the tip of the iceberg of what will be possible.

Increased privacy concerns and controls

The Canadian Anti-Spam Law (CASL), General Data Protection Regulation (GDPR), and California Consumer Privacy Act (CCPA) are proof of mounting momentum behind proposed regulations to address the privacy issues caused by technology. 5G wireless will only accelerate this trend.

In addition to the potential for more privacy laws, especially the establishment of a national privacy standard in the US, we’re likely to see mobile operating system makers and app makers provide additional user controls and permissions, especially around location-based services. These coming changes will likely require brands to collect clear location-tracking consent during app downloads.

That‘s just the start of a long list of ways that 5G wireless will affect marketers. There will surely be developments we haven’t foreseen and new services and functionality that no one has even imagined yet. As 5G rolls out in the coming months and years, companies should watch their digital marketing metrics and customer behaviors closely major shifts. While change is overall likely to occur slowly, there may be individual behaviors that will change rapidly. You won’t want to miss those.

For a deeper dive into the next generation of mobile technology, check out How 5G Wireless Will Affect Digital Marketers on Oracle’s Modern Marketing Blog.

Jonathan McClure
Jonathan McClure is Director of Strategic Services at Oracle CX Marketing Consulting. He has a background in omnichannel direct marketing and is passionate about using data, customer insights, and new technologies to create cross-channel customer-centric experiences to engage customers and help transform a client’s business. Over his career, he has worked with a range of Fortune 500 companies in the financial services, luxury retail, travel and hospitality, automotive, and technology industries. by Oracle is the destination for professionals who are building the next generation of customer experience. Here, you can find breaking news, in-depth analyses, expert insights, and useful tools that will empower you to think and work progressively.