From conspiracy theories to the all commercial hype, you’ve probably heard 5G is coming. Depending on where you live, it’s likely already arrived. 5G wireless networks are predicted to be a game-changer offering dramatic performance and capacity increases. It’s akin to taking your highspeed home internet with you everywhere you go. This leap in technology will usher in a new era for marketers.
It’s All About the Bandwidth, Baby
5G will bring speeds 500% faster than 4G LTE. With that kind of performance, users will be able to consume large amounts of data. Mobile video is already exploding in popularity but imagine the ability to download a 4K feature-length film in seconds. Needless to say, marketers need to prepare for a larger investment in video content.
But 5G isn’t only about speed. Network capacity is a generational leap forward into a new spectrum. This will deliver lower latency rates improving user experiences with fewer connectivity issues. The result will be a more robust mobile economy.
The Changing Landscape
The most obvious devices to take advantage of 5G are mobile phones. Enhanced app experiences, better data collection, and cloud storage features will make our phone addictions only grow stronger. But 5G will also bring about a rise in immersive technologies such as VR and AR—virtual reality and augmented reality respectively. These are not new technologies, but with existing network limitations, they have been little more than a novelty for mobile devices.
Interconnectivity is another area of predicted growth. The Internet of Things, or IoT, will be integrated into our daily lives from traffic models to smart clothing. Everything will be connected and talking to each other.
This all means more opportunities to market to consumers in unique ways. But don’t ditch all of your traditional methods just yet.
Up for Adoption
As with every new technology that came before, 5G will have to go through the adoption process. Everything from cultural lag to network availability will affect the duration of this process.
Network providers across the country have made an unprecedented commitment to 5G. Verizon, AT&T, and others are already claiming nationwide 5G coverage. But that’s only one piece of the puzzle. You will need to upgrade to a 5G device as well. Early adopters have been able to buy 5G compatible Android devices for months, but Apple is only just now about to release it’s 5G in October 2020. However, phone upgraders have been waiting longer to get the latest device because of increasing costs and the disappointment of minor incremental updates. iPhone 12 with 5G could buck that trend but we’ll have to wait and see.
During the adoption process we’ll be living in a hybrid 4G/5G world, so marketers will have to adapt by using device detection methods and other strategies to deliver optimized content on the fly. The good news is there will be time to develop these strategies with an eye on an all 5G future.
5G is an Exciting Opportunity for Marketers
While there’s much to consider, the future is bright for mobile marketing through 5G networks. Video is a great place to increase your marketing budgets, but don’t be scared to try new approaches to take advantage of all that 5G has to offer. Wearables are sure to be an area of interest as products and apps evolve in a 5G world.
What would you like to see in 5G enabled marketing? Talk to Peabody and let’s brainstorm on the next big thing!
