Will 5G change the mobile marketing experience?

New technology might bring opportunities for advertising, but that’s not what it’s made for…

What is 5G?

5G simply means “5th generation”, referring to the latest generation of mobile telecommunications technology. Usually this means a new protocol, and always a new frequency bandwidth via which data is transmitted. So, for example 2G enabled the development of SMS, while 3G introduced higher data rates, kickstarting “mobile broadband.”

5G is often spoken of in similar terms, as enabling greater speeds, leading to faster, high-quality downloads. However, what makes it truly revolutionary is the lower latency and greater number of connections it is capable of handling at the same time. Both of these have great potential for driving the internet of things (IoT), in which machines can communicate with one another, or with a home base, greatly aiding automation and remote management.

Marketing and advertising

Augmented realities

Improved interactive messaging

Like RCS and ad serving, chatbots will greatly benefit from reduced latency, since they will be able to respond more quickly and seamlessly to customer queries. Such responsiveness is crucial to enhancing the overall experience and further creating the feeling of a true conversation. But that low latency is actually one component of something that makes 5G really attractive to operators — the ability to enable edge computing. This is a huge benefit to IoT, but not necessarily to marketers.

5G is not yet a mature technology

Whilst marketing gurus are breathless over the possibilities of 5G and the impact it will have on consumers, the truth is that 5G is not a consumer-oriented standard. Intentionally or otherwise, 5G’s main strength is how it facilitates the Internet of Things.

Flexible, low-latency communications, with lower power consumption and better location data, mean that the most revolutionary benefits of the technology actually go to enterprise sectors, not consumers who, at least to begin with, will really only be aware of an increase in speed.

At Global Message Services, we think 5G will create new ways to drive brand engagement, but brands, enterprises, and those who represent them should be aware of the challenges. Augmented reality in particular will require a new approach to marketing collaterals and content.

However: marketers need to be aware of where their MNO partners are in terms of 5G rollout, as well as their own technological infrastructure and business case. They need to be realistic about the available audience and think before rolling out massive new architectures or flashy AR billboards. A clear, realistic 5G strategy will be crucial to making the most out of this exciting new technology.

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