Despite the fact that 5G only made up 5% of mobile subscriptions globally at the end of 2020, according to a study by GlobalData, Ericsson’s 2021 mobility report suggests that if adoption continues at the current rate, it is still in the process of being adopted around the world on an empty stomach. Network technology. In fact, he predicts that 5G coverage will reach around 60% of the world’s population and carry 53% of mobile data traffic by 2026, with 3.5 billion devices connected to 5G.
As the adoption of 5G increases, so does the opportunity for B2B tech companies to use it, not only in their products and business operations, but also to support their marketing. While 5G is still in its infancy, thinking about its future potential to help marketing and improve the customer experience can ensure that businesses are best positioned to act at the right time and benefit from being in the market. first to exploit its potential.
Main benefits of 5G for the customer experience
Delivering a great customer experience at all stages of the buyer’s journey is essential for successful marketing. Technology is a crowded market, so providing customers with a consistent, positive brand impression through every interaction is an effective way for businesses to set themselves apart from their competition.
5G offers key benefits to help improve the customer experience. These should be at the heart of tech companies’ concerns when considering future marketing options.
The faster connection speed will probably provide the best opportunity to improve the customer experience. Current typical 5G speeds are around 10 times faster than 4G, at around 100 Mbps versus 10 Mbps, with future potential of up to 1 Gbps as technology and network infrastructure grow. are improving. Businesses will be able to use this faster connection to deliver richer downloadable content to websites and come up with new, creative solutions to engage customers.
With more and more people owning and using multiple devices in public spaces, reliable connectivity has been a challenge in recent years. Having a large number of connected devices in an area can cause excessive lag, slowing internet load times. 5G will help solve this problem by increasing the number of devices that can be connected in the same neighborhood tenfold. The resulting lower latency will allow more data to be delivered to devices faster, giving users the ability to consume much more online content when they are on the move.
Greater accessibility will come not only from improved coverage, but also from the ability of 5G to provide quality connectivity in previously difficult scenarios. For example, the technology can support devices traveling at speeds of up to 310 mph, compared to 218 mph for 4G. This means that users will eventually have an excellent Internet connection, even on high-speed trains. This will allow customers greater accessibility to the network, not only geographically but also on the move.
5G Marketing Opportunities For Tech Companies
With uneven coverage, buffering and lag times are no longer an issue, 5G will remove many existing barriers to marketing. While mobile traffic to B2B websites remains lower than B2C, the flexibility and reliability offered by 5G is expected to close this gap. B2B customers will be able to access corporate websites more easily while on the move, while working off-site or going to meetings, and in other scenarios where the dependence on WiFi coverage will no longer be tied to their business. desk. There is also likely to be an increase in the number of companies providing their staff with 5G connected devices to further enable this and increase productivity and customer service. Combine this with the shift to more flexible work as a legacy of Covid-19, and a new way of working emerges.
The integration of videoconferencing into calls to action (CTA) is an evolution that could result from this change in working styles. The ability of businesses to provide their potential customers with on-demand video calling will be made possible by improving the quality of calls available through 5G, and will make it easier for businesses to engage with existing and target customers in the whole world. Online CTAs typically include filling out web forms, sending emails, or participating in an online chat, while video conferencing normally involves the longer, more formal process of booking meetings.
For tech companies, offering instant video conferencing as an additional form of engagement will build on the growing trend of virtual meetings and make the process more informal. It will provide customers with quick access to discuss products and services with specialist staff rather than searching online and then waiting for further information.
Increased speeds and connectivity via 5G will also allow businesses to adopt more videography. 5G will allow mobile website visitors to load and view high resolution video without sacrificing performance and website page load times, avoiding the buffering and quality issues typically associated with video. . This is good news for marketers, because according to a recent statistic, audiences retain up to 95% of a message when it is delivered via video, compared to 10% when it is in written form.
Video is increasingly used in B2B environments, with 59% of executives saying they would rather watch a video than read text. It provides a faster way to get information to time-pressed clients and is adopted by tech companies as a way to explain complex concepts and break down technical details into an easy-to-digest format.
It has been suggested that the rollout of 5G will reduce the number of people using ad blockers to improve their browsing experience, as images and videos will load much faster thanks to better download speeds. Combine that with faster ad loading, and it gives marketers a chance to reach previously unreachable audiences with high-quality personalized advertising. There will also be a significant opportunity to maximize marketing engagement through increased personalization.
Personalization is already a key trend in digital marketing, which allows companies to develop a deeper relationship with their customers. A surge in IoT and the resulting synchronization between connected devices will deliver more user data than ever before. Add AI, automation and advanced computing to the mix, and 5G will provide the perfect environment for large-scale data collection.
This increase in customer data will allow marketers to potentially access much more specific audience information, including real-time analytics, enabling more detailed and precise marketing segmentation and personalization. This is ideal for technology companies, as B2B products and services are often tailored to very specific customer needs or targeted to particular positions or areas of expertise. Greater personalization will allow tech companies to ensure that their advertising reaches target audiences with increased accuracy, improving engagement and conversion.
For example, the combination of the low latency of 5G and the impact of advanced computing will allow AI-based ads to change based on audience activity, keeping the engaged users by delivering targeted messages and driving more positive brand recall.
Likewise, integrating virtual reality and augmented reality into B2B advertising and video will now become viable options, where user actions or movements trigger seamless changes in the experience. This is an important opportunity for tech companies looking to provide demonstrations of how their products or platforms might fit into the customer’s workplace, or highlight product features in detail. For many tech companies, trade shows have traditionally been a key marketing channel and one of the best ways to present products or service offerings to potential customers. The more immersive experiences made possible by 5G may offer a significant opportunity to complement this and reach an even larger audience.
These types of sophisticated solutions can be delivered via 5G without the challenge of losing quality or increasing load times, providing better customer experience and better advertising impact. As a result, designers will be able to create a cohesive experience for customers, wherever they are – physically or virtually – and whatever device they are using.
Consider 5G in your long-term marketing strategy
Regardless of the products or services offered, 5G marketing solutions will offer technology companies the opportunity to position themselves as forward-thinking and comprehensive organizations at the forefront of their field. While many brands struggle to differentiate themselves, engaging with the latest technologies such as 5G will not only provide a better customer experience, but also an opportunity to demonstrate the organization’s expertise and understanding of business trends. sector.
A Salesforce survey in February 2020 found that 90% of marketers globally expect 5G to impact their industry over the next decade. While 5G coverage is still in the deployment phase and with rapid adoption but still far from surpassing 4G, the best option for businesses is to simply monitor 5G marketing opportunities and get a feel for new options underway. .
In anticipation of potential marketing opportunities on the horizon, companies should consider taking a hybrid approach that takes into account both 4G and 5G environments when creating long-term strategies. This will ensure that they are investing time and money in the right areas and are in a good position to adapt their marketing to future 5G developments.
Rob Cullum, Senior Consultant and Co-Founder, Marketing of the movement.