How will 5G Technology help in Marketing?

Each generation of cellular technology has brought great advances that were only a dream 20 years ago.

 

Those of us of a certain age can recall the first generation of cell phones vividly. They were large, clumsy, and expensive, but they provided us with a level of connectivity we had never had before.

 

We have seen the rise of mobile apps, social media, and streaming video and audio as cellular technology has advanced through 5G (also known as LTE).

 

What is 5G? 

 

5G refers to the fifth generation of mobile networks. After 1G, 2G, 3G, and 4G networks, it is a new global wireless standard. 5G enables a new type of network capable of connecting virtually everyone and everything, including machines, objects, and devices.

5G wireless technology is intended to provide more users with higher multi-Gbps peak data speeds, ultra-low latency, increased reliability, massive network capacity, increased availability, and a more uniform user experience. Higher performance and efficiency enable new user experiences and link new industries.

 

The theoretical peak speed of 5G technology is 20 Gbps, whereas the peak speed of 4G is only 1 Gbps. 5G also promises lower latency, which has the potential to improve the performance of business applications and other digital experiences (such as online gaming, videoconferencing, and self-driving cars).

 

Unlike previous generations of cellular technology (such as 4G LTE), 5G takes connectivity to the next level by delivering connected experiences from the cloud to clients. 5G networks are virtualized, software-driven, and take advantage of cloud technologies.

 

With seamless open roaming capabilities between cellular and Wi-Fi access, the 5G network will also simplify mobility. Mobile users can remain connected while moving between outdoor wireless connections and wireless networks inside buildings without the need for user intervention.

 

Companies are competing to build the fastest and largest 5G networks. Countries are also competing to be the first to deploy fully operational, nationwide 5G networks. This is due to the fact that the benefits of new technology are expected to fuel transformative new technologies, not only for consumers but also for businesses, infrastructure, and defense applications.

 

Also Read | What is 5G Technology and How does it Work?

 

How does 5G Technology Work?

 

Wireless communications systems transmit data over the air using radio frequencies (also known as spectrums).

 

5G works in the same way, but on higher, less crowded radio frequencies, This enables it to carry more data at a much faster rate. These higher bands are referred to as millimeter waves (mm waves). They were previously unlicensed, but regulators have made them available for licensing. They had largely gone unnoticed by the general public because the necessary equipment was both inaccessible and expensive.

 

While higher bands carry information faster, there may be issues when sending over long distances. Physical objects such as trees and buildings can easily block them. To address this issue, 5G will employ multiple input and output antennas to boost signal and capacity across the wireless network.

 

Smaller transmitters will also be used in the technology. Instead of using single stand-alone masts, they are mounted on buildings and street furniture. According to current estimates, 5G will be able to support up to 1,000 more devices per meter than 4G.

 

5G technology will also be able to ‘slice’ a physical network into multiple virtual networks. This means that operators will be able to deliver the right slice of the network, depending on how it is being used, and thereby better manage their networks. This means, for example, that an operator will be able to use different slice capacities depending on importance. 

 

So, a single user streaming a video would use a different slice to a business, while simpler devices could be separated from more complex and demanding applications, such as controlling autonomous vehicles.

 

There are also plans to allow businesses to rent their own isolated and insulated network slice in order to separate them from competing Internet traffic.

 

The Radio Access Network and the Core Network are the two main components of 5G Wireless Technology systems. Let's take a closer look at these.

 

1. Radio Access Network:  The Radio Access Network consists primarily of 5G Small Cells and Macro Cells, which are at the heart of 5G Wireless Technology, as well as the systems that connect mobile devices to the Core Network. Because the millimeter wave spectrum (which 5G uses for insanely fast speeds!) can only travel short distances, the 5G Small Cells are clustered together. These Small Cells supplement the Macro Cells, which provide greater coverage.

 

2. Core Network: The Core Network is in charge of managing all data and internet connections for 5G Wireless Technology. The 5G Core Network also has the advantage of being able to integrate with the internet much more efficiently, as well as providing additional services such as cloud-based services, distributed servers that improve response times, and so on.

 

5G Wireless Technology is the most recent cellular technology that, among other things, will greatly increase the speed of wireless networks (and who doesn't want that?!!). As a result, the maximum data speed for wireless broadband connections using 5G would be around 20 Gbps. 

 

When compared to the peak speed of 4G, which is 60 Mbps, that's quite a bit! Furthermore, 5G will provide more bandwidth and advanced antenna technology, resulting in significantly more data transmitted over wireless systems.

 

Also Read | How is 5G Network Impacting IoT?

 

Impact of 5G on Marketing:

 

5G promises to be an even bigger game changer, and the technological advances that it promises will necessitate marketers being ready to capitalize on what it brings to the table.
 

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Impact of 5G on Marketing

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1. Video advertising is on the rise.

 

Already, video is the most popular type of content on the Internet. Because 5G reduces page load time and buffering, it increases video consumption. According to the Cisco visual networking index white paper, video traffic will account for 82% of total web traffic by 2022.

 

According to EMarketer, mobile video will be the primary driver of digital video ad revenue growth.

 

5G will have a significant impact on video. Users will be able to watch high-quality videos in record time. Marketers will need to do their homework in order to create awesome video content.

 

2. Increased Speed:

 

As faster speeds increase accessibility and more people enter the market, marketers will need to segment their customer data to provide a more personalized experience. Consumers today expect some level of personalization.

 

Because 5G allows us to connect and process data more quickly, we will be able to connect with more people about whom we know more than ever before.

 

Although the video is already a rapidly expanding segment of digital marketing, the faster speed of 5G will propel video marketing to new heights. In theory, a full-length HD movie could be downloaded in seconds using 5G.

 

3. More data means more customization.

 

When commonly used devices are connected to 5G, an unprecedented amount of data will be generated. And having access to high-quality user data will help marketers better understand their customers' needs. They are even capable of doing so in real-time. It also allows for personalized advertising.

 

You will be able to create personalized ads for engaging with customers at the right place and right time with granular and advanced location-based advertising. If a smart refrigerator discovers that a customer's meal is out of stock, it can use this information to promote a meal just in time for dinner.

 

4. Analytics in Real Time.

 

Marketers will have access to real-time analytics thanks to faster data communication between devices. This means that by using AI and marketing automation, it may be possible to optimize and tweak marketing campaigns in real time.

 

As an example, suppose a consumer makes an online purchase and, as a result of informed, real-time analytics, they no longer receive ads for the item they just purchased. Ads for related items, accessories, and upgrades could then be served to them.

 

5. Marketers have a lot of room to grow.

 

Our innovative space is expanding and improving as a result of 5G. Next-generation Wi-Fi will be accompanied by the release of next-generation mobile devices. Marketers should therefore brace themselves.

 

AT&T's puck 5G device is a good example of this. Verizon may need another year to release its 5G device. Meanwhile, Huawei and Samsung are expected to release 5G smartphones in the first half of 2019. Apple, on the other hand, plans to release 5G iPhones in 2020 or 2021.

 

Marketers should start thinking about 5G right now. Some businesses are even partnering with tech experts to create next-generation mobile ad experiences in AR and VR.

 

6. Connectivity.

 

A massive amount of data can be collected with more connected devices in the IoT, from automobiles to refrigerators to sensors on every surface (such as roadways, sidewalks, or even factory floors) (thanks to the increased speed, throughput, and latency of 5G). 

 

This previously inaccessible data can now be tracked, processed, and analyzed to gain insights into consumer habits, preferences, needs, and desires. Digital marketers can create extremely relevant content for a prospective consumer at each stage of the buying journey, while also making real-time optimizations to marketing campaigns based on additional data analysis and behaviors, resulting in a seamlessly streamlined marketing system.

 

Conclusion:

 

As with all technological advancements, digital marketers will need to keep their fingers on the pulse in order to fully capitalize on the new opportunities provided by 5G and avoid falling behind.

 

Fundamentally, it is beneficial to innovation that our most creative ideas may now face fewer technological constraints. However, adapting our approach to the new digital landscape will be difficult.

 

Companies will have to run their entire business on 5G as it becomes the norm in the coming months or years. We can say goodbye to bad Wi-Fi and hello to a whole new world of possibilities. The impact of 5G on advertising may be limited at first, but within a year, expect massive changes.