Technological advances and the future of corporate and marketing communication: An international foresight study among experts from different professional backgrounds

Kolo, Castulus and Haumer, Florian Technological advances and the future of corporate and marketing communication: An international foresight study among experts from different professional backgrounds. Journal of Creative Industries and Cultural Studies - JOCIS, 2022, n. 6, pp. 19-35. [Journal article (Paginated)]

[img]
Preview
 Text (Research article)
JOCIS_6_Kolo_Haumer.pdf - Published version
Available under License Creative Commons Attribution.
Download (1MB) | Preview

English abstract

This study strives to shed light on the potential impact of technological advances on specific aspects of corporate and marketing communication. It is based on an international survey among experts from different professional backgrounds (n=470) and a follow-up group discussion of the survey results with selected media industry experts to identify required actions by companies to cope with various aspects of change. Our foresight approach with a time horizon until about 2030 suggest that artificial intelligence (AI), virtual, mixed, or augmented reality, new human machine interfaces in general as well as internet of things (IoT) and blockchain will have the most substantial effects alongside with the increasing complexity and need for integration of various communication activities. Furthermore, content creation will become automated to a considerable extent in this decade and thus will require process innovation to get it organized. As a result, companies should build internal expertise on AI at decision making level to avoid dependencies on external consultancy and set-up a proactive partnering with suppliers of the other key technologies.

Item type: Journal article (Paginated)
Keywords: Marketing, corporate communication, technology, foresight, artificial intelligence, VR, human computer interface, blockchain.
Subjects: B. Information use and sociology of information > BJ. Communication
E. Publishing and legal issues. > EA. Mass media.
F. Management. > FB. Marketing.
G. Industry, profession and education. > GA. Information industry.
L. Information technology and library technology > LC. Internet, including WWW.
L. Information technology and library technology > LP. Intelligent agents.
Depositing user: Dr. Nicoleta-Roxana Dinu
Date deposited: 24 Jun 2022 08:09
Last modified: 24 Jun 2022 08:09
URI: http://hdl.handle.net/10760/43313

References

Accenture (2019). Accenture Technology Vision 2019. The Post-Digital Era is Upon Us. Are you ready for what’s next?

https://www.accenture.com/t20190227T065754Z__w__/us-en/_acnmedia/PDF-94/Accenture-Techvision-2019-Tech-Trends-Report.pdf

Asharaf, S., & Adarsh, S. (2017). Decentralized computing using blockchain technologies and smart contracts: Emerging research and opportunities. Hershey, Pennsylvania: IGI Global.

Argenti, P. A. (2005). How Technology has Influenced the Field of Corporate Communication. SSRN Electronic Journal. Tuck School of Business Working Paper No. 2005-22.

https://papers.ssrn.com/sol3/papers.cfm?abstract_id=828926

Berger, K., Röttger, U., Vogel, L., Wiencierz, C., & Wiesenberg, M. (2016). Wohin geht die Reise? Der digitale Wandel der Unternehmenskommunikation. Communication Insights, Issue 4, Leipzig: Akademische Gesellschaft für Unternehmensführung & Kommunikation.

Bitkom (2018). Zukunft der Consumer Technology – 2018: Marktentwicklung, Trends, Mediennutzung, Technologien, Geschäftsmodelle.

https://bitkom.de/sites/default/files/file/import/180822-CT-Studie2018-online.pdf

Borgmeier, A., Grohmann, A., & Gross, S. F. (2017). Smart Services und Internet der Dinge: Geschäftsmodelle, Umsetzung und Best Practices: Industrie 4.0, Internet of Things (IoT), Machine-to-Machine, Big Data, Augmented Reality Technologie. München: Carl Hanser Verlag.

Brynjolfsson, E., & McAfee, A. (2017). Künstliche Intelligenz: Von Managern und Ma-schinen. Harvard Business Manager, 11/2017, 22-35.

Campbell, A. G., Holz, T., Cosgrove, J., Harlick, M., & O’Sullivan, T. (2019). Uses of Virtual Reality for Communication in Financial Services: A Case Study on Com-paring Different Telepresence Interfaces: Virtual Reality Compared to Video Conferencing. In

K. Arai & R. Bhatia, Advances in Information and Communication: Proceedings of the 2019 Future of Information and Communication Conference (FICC). Lecture Notes in Networks and Systems Ser: v. 69. Cham: Springer.

Carl, M., & Lübcke, M. (2018). Kundendialog 2025. Der Dialog zwischen intelligenten Systemen. Trendstudie des 2b AHEAD ThinkTank.

https://www.5-sterne-redner.de/fileadmin/media/download/pdf/Trendanalysen_SGJ/janszky-trendstudie-2bAHEAD-Kundendialog-2025.pdf

Deibert, A. (2017). Why Authenticity in Marketing matters now more than ever.

https://www.forbes.com/sites/forbescommunicationscouncil/2017/05/26/why-authenticity-in-marketing-matters-now-morethan-ever/#5dd529d87982

De la Rey van der Waldt (2004). Towards corporate communication excellence in a changing environment. Problems and Perspectives in Management, 2(3),134-143.

https://pdfs.semanticscholar.org/9bc9/2b7817ae909fa01ee0122388ada 97777ed9f.pdf

Deloitte (2016). Head Mounted Displays in deutschen Unternehmen: Ein Virtual, Augmented und Mixed Reality Check.

https://www2.deloitte.com/content/dam/Deloitte/de/Documents/technology-media-telecommunications/Deloitte-Studie-Head-Mounted-Displays-indeutschen-Unternehmen.pdf

Deloitte Insights (2019). Tech Trends 2019: Beyond the digital frontier. https://www2.deloitte.com/content/dam/Deloitte/br/Documents/technology/DI_TechTrends2019.pdf

Economist Intelligence Unit (2016). The Path to 2020: Marketers Seize the Customer Experience. https://eiuperspectives.economist.com/sites/default/files/EIU_Thepathto2020_PDF.pdf

Forbes Communications Council (2018). Seven Communications Trends Professionals Need to Watch.

https://www.forbes.com/sites/forbescom-municationscouncil/2018/08/31/seven-communications-trends-professionals-need-to-watch/#6cd581b611c4

Freeman, R. E. (2010). Strategic management: A stakeholder approach. Cambridge: Cambridge University Press.

Gartner (2017). Leading the IoT: Gartner insights on how to lead in a connected world.

https://www.gartner.com/imagesrv/books/iot/iotEbook_digital.pdf

Gartner (2018a). 3 Insights from Gartner Hype Cycle for Digital Marketing and Advertising, 2018.

https://www.gartner.com/smarterwithgartner/3-insights-from-gartner-hype-cycle-for-digital-marketing-and-advertising-2018

Gartner (2018b). 5 Trends Emerge in the Gartner Hype Cycle for Emerging Technologies, 2018.

https://www.gartner.com/smarterwithgart-ner/5-trends-emerge-in-gartner-hype-cycle-for-emerging-technologies-2018

Gartner (2018c). Gartner Identifies Five Emerging Technology Trends That Will Blur the Lines Between Human and Machine.

https://www.gartner.com/en/newsroom/press-releases/2018-08-20-gartner-identifies-five-emerging-technology-trends-thatwill-blur-the-lines-between-human-and-machine

Gentsch, P. (2018). Künstliche Intelligenz für Sales, Marketing und Service: Mit AI und Bots zu einem Algorithmic Business - Konzepte, Technologien und Best Practices. Wiesbaden: Springer Gabler.

Ghumare, N. (2019). Human Machine Interface Market 2019, Analysis of Key Players: ABB, Mitsubishi Electric, Schneider Electric, Siemens, Rockwell Automation.

http://www.sbwire.com/press-releases/human-machine-interface-market-2019-analysis-of-key-players-abb-mitsubishi-electric-schneider-electric-siemens-rockwell-automation-1238199.htm

Grossberg, K. A. (2016). The new marketing solutions that will drive strategy implementation. Strategy & Leadership, 44(3), 20–26. https://doi.org/10.1108/SL-04-2016-0018.

Harvey, C.M., Moorman, C., & Toledo, M. (2019). Wie Blockchain das Marketing revolutioniert. Harvard Business Manager, 01/2019, 67-70.

Harvey Nash & KPMG (2018). CIO Survey 2018: The transformational CIO.

https://assets.kpmg/content/dam/kpmg/xx/pdf/2018/06/harvey-nash-kpmg-cio-survey-2018.pdf

Hutchinson, R., Field, D., De Bellefonds, N., Morita, A., & Lavender, J. (2018). The Future of Marketing Is Here. Don’t Blink.

https://www.bcg.com/de-de/publications/2018/future-marketing-here-do-not-blink.aspx

Kaulartz, M. (2016). Die Blockchain-Technologie. Computer und Recht, 32(7), 474–48.

10.9785/cr-2016-0727.

Haumer, F., Kolo, C., & Reiners, S. (2020). The Impact of Augmented Reality Experiential Marketing on Brand Equity and Purchase Intention. Journal of Brand Strategy, Vol. 8, no. 4, 1-19.

Haumer, F., Kolo, C. & Reiners, S. (2020). The impact of augmented reality experiential marketing on brand equity and buying intention. Journal of Brand Strategy, Vol. 8, no. 4, 368-378. KPMG (2016). Neue Dimensionen der Realität.

https://home.kpmg/content/dam/kpmg/pdf/2016/04/virtual-reality-exec-summary-de.PDF

KPMG International Cooperative (2018). Tomorrow’s experience, today: Harnessing a customer first approach in a changing world.

https://assets.kpmg/content/dam/kpmg/xx/pdf/2018/06/tomorrows-experience-today-harnessing-a-customer-first-approach.pdf

Leitherer, J. (2018). Die sieben wichtigsten Marketing-Trends 2019. https://www.springerprofessional.de/markenfuehrung/transformation/die-sieben-wichtigsten-marketing-trends-2019/16345548

Lewnes, A., & Keller, K.L. (2019). 10 Principles of Modern Marketing. MIT Sloan Management Review, 04/2019.

https://sloanreview.mit.edu/article/10-principles-of-modern-marketing/

Madakam, S., Ramaswamy, R., & Tripathi, S. (2015). Internet of Things (IoT): A Literature Review. Journal of Computer and Communications, 3(5), 164–173. https://doi.org/10.4236/jcc.2015.35021

McKinsey Global Institute (2013). Disruptive technologies: Advances that will transform

life, business, and the global economy.

https://www.mckinsey.com/~/media/McKinsey/Business%20Functions/McKinsey%20Digital/Our%20Insights/Disruptive%20technologies/MGI_Disruptive_technologies_Full_report_May2013.ashx

Naghi, R. I. & Para, I. (2013). The Effects of Globalization on Marketing. GSTF Journal on Business Review (GBR), 2(3), 168-173. https://doi.org/10.5176/2010-4804_2.3.234

Pfaff, M. (2018). Avatare übernehmen den Verkauf Virtual Reality – Zwischen Erfolgs-faktor und Herausforderung für Marketing und Vertrieb. Kommunikationsmanager, 3/2018, 38-41.

Quint, M., & Rogers, D. (2015). What Is the Future of Data Sharing? Consumer Mindsets and the Power of Brands.

https://www8.gsb.columbia.edu/globalbrands/sites/globalbrands/files/images/The_Futur_of_Data_Sharing_Columbia-Aimia_October_2015.pdf

Ransbotham, S., Kiron, D., Gerbert, P., & Reeves, M. (2017). Reshaping Business with Artificial Intelligence. MIT Sloan Management Review and The Boston Consulting Group, 09/2017.

Reply (2019). HMI Trend Research - So kommen Menschen den Maschinen näher: Zukunftskonzepte für Human Machine Interfaces.

https://www.reply.com/de/topics/artificial-intelligence-and-machine-learning/human-machine-interfaces-trend-report#

Tapscott, D., & Tapscott, A. (2018). Preparing for a Blockchain Future. MIT Sloan Management Review, Special Collection, 11/2018,1-4.

The CMO Survey (2018). Marketing Analytics and Marketing Technology Trends to Watch.

https://cmosurvey.org/2018/06/marketing-analytics-and-marketing-technology-trends-to-watch/

Tosun, N., & Donmez, M. (2019). Use of Transmedia Storytelling Within the Context of Postmodern Advertisement. In G. Amoruso, R. Yılmaz, M. N. Erdem, & F. Resuloğlu, Handbook of Research on Transmedia Storytelling and Narrative Strategies (pp. 350-372). Hershey PA, USA: IGI Global.

Van Riel, C., & Fombrun, C. J. (2005). Essentials of Corporate Communication. London: Routledge.

Wiencierz, C., Berger, K., Röttger, U., & Wietholt, C. (2017). Startklar für Big Data. Chancen, Voraussetzungen und Anwendungen für die Unternehmenskommunikation. Communication Insights, Issue 4. Leipzig: Akademische Gesellschaft für Unternehmensführung & Kommunikation. Wyzowl (2019). The state of video marketing.

https://www.wyzowl.com/video-marketing-statistics-2019/

Zerfass, A., Verhoeven, P., Moreno, A., Tench, R., & Verčič, D. (2016). European Communication Monitor 2016. Exploring trends in big data, stakeholder engagement and strategic communication. Results of a survey in 43 Countries. Brussels: EACD/EUPRERA, Quadriga Media Berlin.

Zerfass, A., Vercic, D., Verhoeven, P., Moreno, A. & Tench, R. (2019). European Communication Monitor 2019. Exploring trust in the profession, transparency, artificial intelligence and new content strategies. Results of a survey in 46 countries. Brussels: EUPRERA/ EACD, Quadriga Media Berlin.


Downloads

Downloads per month over past year

Actions (login required)

View Item View Item
Contact us
Send email Sponsors
Sponsor: AIMS Sponsor: D&P Sponsor: UniNa CAB Get connected
Facebook Facebook Twitter Twitter Linkedin LinkedIn RSS RSS