In an age where technology is redefining business sectors, the marketing industry is hosting promising opportunities for startups. The majority of marketing companies are service-based, making it rare for the marketing industry – on the surface – to be considered fertile ground for tech-startup innovation. Yet, the major revenue sources for Meta and Google – two tech giants – are generated from advertising. The influence of technology in the field of marketing, therefore, cannot be understated. This article focuses on three startup possibilities that could be disruptive to conventional marketing habits and hasten innovation in the field.
- Augmented Reality (AR) Advertising
AR advertising is an innovative mode of promotion that involves digitally integrating content into the physical realm, thereby providing users with immersive, interactive experiences. Virtual components such as animations, 3D models, and information are superimposed on real-world environments observed through AR headsets or smartphone cameras. IKEA’s partnership with Snapchat is a notable instance of successful AR advertising. The users can virtually place IKEA furniture and accessories in their homes using the Snapchat app. The initiative merges enjoyment and interaction with the shopping experience while providing a unique platform to exhibit IKEA’s products. For startups, opportunities abound in creating AR advertising technology and platforms that would facilitate brands’ production of captivating AR experiences specifically tailored to their target audiences.
- Influencer Marketing Platforms
Influencer marketing has become a potent tool for brands to reach target audiences and boost brand engagement and awareness. Platforms for influencer marketing streamline collaborations between influencers and brands. The platforms offer a diverse range of services, from discovering influencers and analyzing audience demographics to monitoring campaign performance and measuring ROI. These platforms address the challenge of the sector’s extreme diversity, acknowledging that each influencer is unique. Startups may find openings in developing solutions that cater to different market niches, adjusted according to factors such as location, language, audience, and industry.
- AI-Powered Marketing Automation
AI-powered marketing automation leverages artificial intelligence and machine learning algorithms to automate marketing campaigns and enhance their performance. These solutions allow for the streamlining of marketing procedures, efficiency improvement, and better results across several channels such as social media advertising, email marketing, and content personalization. One example of a successful AI-powered marketing automation platform is HubSpot, which bundles a suite of tools and features capable of automating marketing workflows, cultivating leads, and examining campaign performance. The platform utilizes AI and predictive analytics to offer personalized experiences at scale, promoting significant interactions with target audiences. A key revolution in this field, however, is generative AI, as it allows for the cheap and efficient production of highly customized marketing content.
