Technology is a self-compounding industry. What this means is that one technological innovation can lead to any number of additional innovations based on that one advancement. This is why the technological advancement graph is represented by an exponential curve. The more we learn and invent, the less we have to learn or invent for the next big innovation.
This exponential growth curve can be witnessed in real time over the last two decades. Since the birth of the internet, technology has skyrocketed in capability. From smartphones as powerful as computers to virtual reality technology, and artificial intelligence that is something out of a sci-fi film. The thing about all of this technology is that it ends up becoming imbued with society as a whole.
In the same way that technological innovation breeds further technological innovation, with these advancements, more and more technology is integrated into everyday life. As an organization, business, or brand, it’s important to understand how these current and upcoming technologies will impact your business and the overarching industry in which you operate. The following are just some of the tech trends to be on the watch for as a business person in the modern day and age.
“Business technology has two primary edicts: cut costs through efficiency and help businesses increase revenue. It’s part of the standard pitch for every vendor out there…Some businesses are keen on cost-cutting next year, while others are expecting skyrocketing growth levels. A third group is simply reinventing themselves, said Frances Karamouzis, distinguished VP analyst at Gartner.”
– Roberto Torres, Editor, CIO Dive –
1. Content Marketing Strategies
First up on this list of tech trends to watch at the end of 2022 and into the beginning of 2023, is the role of content marketing in a brand’s overarching strategy. Content marketing is a type of marketing that is less driven by creating direct sales, and is more focused on developing an excellent customer experience, providing value, or even establishing a wider presence and brand awareness.
“Content marketing has become massive over the last couple of years and I don’t see this trend disappearing any time soon. A well-executed and well-designed content marketing strategy can skyrocket a brand overnight. It really can be one of the most powerful marketing tools in your deck.”
– Harry DiFrancesco, CEO, Carda Health –
There are a lot of different types of content marketing strategies and they all take a slightly different approaches to make the most of the tactic. For example, many content marketing strategies focus on a company-published blog on the website. This is a great way for a brand to establish some personality, and connect with its fans, and can even be a great way to provide consumers with pertinent information.
“Blogging has long been recognized as a strong addition to any marketing strategy. It helps establish brand authority in the industry, and it offers consumers a direct line of information. Not to mention, it will also help with your SEO scores and search engine rankings.”
– Lindsay Malu Kido, CEO, Empower Pleasure –
2. Social Media Advancements and Improvements
While social media isn’t anything new anymore, it does continue to experience regular advancements and improvements. It’s long been a best practice for organizations to establish a comprehensive virtual brand presence, which includes a variety of social media accounts.
Again, there are a lot of different ways that organizations can fold social media marketing into their overall strategy. From simply making use of basic account features to promoting the brand with paid ads, or even partnering with a social media influencer, there are social media campaigns well-suited for just about any brand or organization out there.
“There’s no reason not to be using social media in your marketing strategy. It’s such a powerful tool, and it offers you direct access to literally millions and millions of consumers.”
– Max Ade, CEO, Pickleheads –
Not only is it important to establish a comprehensive virtual brand presence through social media accounts so that consumers can find you and engage with your content on whichever platform they prefer, but it’s also crucial to keep on top of current trends, and changes in the social media landscape as a whole.
For instance, Instagram recently rolled out a subscription feature, which allows consumers to subscribe to their favorite influencers, channels, creators, and brands. Making use of this feature can be an easy way to create a consumer in-group or fan club.
“If you want to rock your social media game, you have to keep your thumb on the pulse. What’s popular, what content is trending, and how are people using and engaging with the platform? All of this matters, and will impact the quality of your campaign.”
– Ryan Delk, CEO, Primer –
3. Consumer Data Tracking
Death and taxes have always been recognized as two of the unavoidable’s in life. Now, with technology where it is, you can feel free to add data tracking to that list. We are all constantly being monitored by a variety of different technologies that are designed to track our behavior, especially when it comes to financial behavior and making purchase decisions. Many organizations are making use of these technologies to better understand their target demographics and in turn, create better-optimized marketing campaigns.
“I guess it’s getting a little bit dated already, but if you haven’t seen ‘The Social Dilemma’, I highly recommend it. It might give you some paranoia, but there’s a lot of good insight into data-tracking in that documentary.”
– Maegan Griffin, Founder, CEO, and Nurse Practitioner, Skin Pharm –
Consumer data tracking is meant to deliver an optimal customer experience. For example, think about services like Amazon Prime, or even Spotify. These services make use of a tracking algorithm to not only keep a record of your purchases and what you’re interested in, but then to further advertise products, goods, or songs that the algorithm believes will interest you.
This is customer data tracking exemplified at its finest.
“We’re all subject to it, and basically at all times. From social media channels to online shopping, and even how we spend our free time, or where we go with friends – it’s all tracked at some level or another. To someone; it’s all just data.”
– Karim Hachem, VP of eCommerce, Maxine of Hollywood –
4. Target Audience Development
In the same vein as consumer data tracking, there are additional enterprise technologies that organizations can utilize to help them define and eventually prioritize their target audience. A target audience is a grouping of consumers based on shared demographics that make them likely interested consumers in a brand’s specific product or service.
“Creating a target audience and marketing to them specifically is nothing new. The only new thing is the technology available and how it’s being used to further these marketing tactics. There is some truly mind-blowing tech out there on the market.”
– Brittany Dolin, Co-Founder, Pocketbook Agency –
The tactics, strategies, and technologies involved in target audience development and marketing campaigns geared toward those specific audiences is only going to continue to grow. This is why it’s important for any modern organization that wants to remain relevant to get involved with target audience development technology today, rather than continually putting it off for tomorrow when it may be too late.
“You have to know your audience, that’s business 101. If you don’t know who the product or service is for, then what problem is it solving, and why are you making it?”
– Justin Olson, Chief Marketing Officer, Fast Pace Health –
5. Sustainable Technology
In recent years, there’s been a growing push for environmentalism and sustainability throughout business practices and organizational operations. Simultaneously, major strides have been made in the development of electronic battery technology. Right now, specifically, the automobile industry is seeing a craze for electric vehicles in the consumer market. From Tesla to Chevy, electric vehicles are making a huge entrance into the mainstream market.
“This shouldn’t catch anyone off-guard. The push for more sustainable technology has been growing for decades as the climate crisis worsens. Now, manufacturers are listening to some of these concerns, and are addressing them through realistic solutions, research, and development.”
– Melissa Rhodes, CEO, Psychics1on1 –
Electric batteries aren’t the only innovations being seen in the world of sustainable technology. Everything from wind power to hydropower is being explored in depth right now as humanity races against the ticking clock of an environmental meltdown.
“Major companies are taking huge strides to try and become completely carbon-neutral in the next 3-10 years. This could represent a huge step in the right direction, especially if more organizations follow suit.”
– Mina Elias, CEO, and Founder, Trivium Group –
Wrapping up on Current Tech Trends
The tech trends listed above are just a few of the many that organizational leaders, entrepreneurs, and decision-makers need to be mindful of moving through the end of 2022 and into the beginning of 2023 and beyond.
To remain relevant and competitive in the modern market, companies must make use of the available technology as it rolls out. Otherwise, the competition will.
“Despite the tech industry being one of the most unpredictable ones out there, business leaders always try to look ahead and foresee what new development will emerge in the coming year. Thus, helping them determine which innovations are worth the attention.”
– Shelly Parker, Author, Velvetech –