Just how much will the switch from 4G to 5G connectivity affect digital marketing?
Some significant changes have taken place in the connectivity space over the last year, with several of the world’s largest telecoms and wireless service providers slowly deploying 5G technology.
Mobile carriers are going need time to upgrade their infrastructures but 5G networks will fast become the norm in coming years, giving marketers ample time to make the adjustments they need to adapt to this change.
A Closer Look at 5G Connectivity
5G refers to 5th generation broadband cellular network technology. While 4G technology is already lightning fast, 5G is going to offer download speeds that are 10x faster. Using technology called MIMO, 5G will be capable of connecting to a large number of signals at once in order to provide even faster response times.
While most service providers are slowly getting on board with 5G technology, very few have actually committed to an official implementation date, so there’s no reason for marketers to panic just yet. With that being said, this time between 4G and 5G technology should be used wisely.
What 5G Technology Means for Digital Marketing
Overall, speed and data are the two main areas that will be affected by the switch to 5G technology. Let’s look at how these two aspects will impact marketers in 2019 and beyond.
With the implementation of 5G technology, connectivity speeds are going to be faster than ever before, which means consumers can access information and consume content at an even faster rate.
With this upgrade in speed, users will also be able to exchange and process higher volumes of data at once.
So, what will marketers need to do to adapt to this change?
- Improve ad load times. Advertisers will need to ensure that ad load times are instantaneous if they want advertising to have any impact on website visitors.
- Shorten latency. In order to decrease bounce rates and boost click-through rates and ROI, marketers will need to find ways to shorten overall latency. There’s no doubt that Google will update its algorithms based on this change, so website load times will soon become even more important, particularly on mobile.
- Relook hosting and website stability. Consumers already have high expectations in terms of what websites should be able to deliver. Businesses will need to review the stability and infrastructure of their websites and hosting services to ensure that they’re able to meet the high demands of website visitors in the coming years.
- Offer real-time support. Automated messaging services and chatbots will become a must since consumers will want even faster response times from organizations.
- Rethink your approach to video streaming. Experts predict that 4K and 8K video streaming will become the norm, which means marketers will need to ensure that they can offer stable and faster video streaming. With the introduction of 5G technology, the demand for video content is also set to skyrocket, so marketers may want to start thinking of ways to offer more video content going forward.
- Learn more about real-time analytics. Faster data communication means marketers will have better access to real-time analytics. If you aren’t already using real-time analytics to drive your marketing efforts, now would be the time to decide how it applies to your organization and what you can do with the data.
- Explore out-of-home opportunities. Since consumers will be connected wherever they go, marketers would benefit from exploring out-of-home opportunities that would increase the number of touch points they have with their customers. Location data would be the starting point for rolling out different types of interactions with consumers and increasing brand reach.
The rollout of 5G technology might sound intimidating but it is an exciting development for both brands and consumers.