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February 08, 2019

How the 2019 introduction of 5G (Wireless + Data) will give brands a winning customer experience advantage


I still think it’s one of the best times to be a marketer (as long as you don’t get too lost in your martech stack). Shifting from my usual AI branding conversation, here’s some brand food for thought on the now-here advantages of 5G.

By the end of the year, mobile users in Japan, South Korea, and the United States are expected to have access to the 5th Generation (5G) network. The talk of 5G is new and exciting, but what does it mean for your business? How will 5G change the marketing landscape, and how can your brand stay ahead of the curve by embracing these changes?

Let’s dive in.

What exactly will 5G bring to the table?

The 5G network builds on the existing 4G network with improved speed, bandwidth, and latency. This will impact multiple industries, including AR, VR, robotics, cloud-computing, immersive education, healthcare, and more.

But that’s not all – 5G will create more opportunities for businesses in all industries by changing the way customers interact with technology.

Users are already moving from desktop to mobile, with usage up 10x more than in 2008. That being said, 90% of customers report having a bad mobile experience. This includes poor navigation, slow load times, and unsearchable sites. The 5G network will remedy all of these customer experience issues as well as create more ways to experience brands.

Here are three ways the introduction of 5G will change how you deliver your customer experience:

1. Reduced Frustration: It takes less time for signals to travel on a 5G network, resulting in a lower level of latency and improved customer wait times. This means that integrating VR into customer experience is becoming more and more probable. For example, a clothing brand can use VR to give customers a chance to ‘virtually’ browse their store and try on clothes without long load times. The use of AR and VR will become commonplace, changing how consumers interact with brands.

2. Precise Marketing Information: As data is collected, 5G uses a unique radio frequency that supports fast data without interrupting other wireless signals. This means that businesses will receive more data at faster speeds to make better marketing decisions. For example, businesses can use AI to monitor consumer patterns live on their website. This means that companies can keep customers on their website with highly personalized offers, layouts, and more.

3. Increased Competition: Despite all of the positive aspects a 5G network introduces for the customer experience, there are also downsides – like increased competition. If AR and VR become mainstream, then people will be consuming more content at faster speeds. As a result, creating a positive customer experience will become more crucial than ever.

Final Thoughts

Although 5G won’t be used by the masses right away, once it catches on, marketers will find themselves in an extremely competitive environment. How can your brand plan for a future where your business is taking advantage of the opportunities and buffering against the threats that 5G creates for businesses?

The key is to focus on more personalized, targeted, and quality interactions with your customers. 5G will help to create this competitive environment while also supporting the hyper-targeted customer experience. Research is an excellent place to being your journey towards a 5G future, but it’s also vital to implement tools that will help support your future business.

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