Deep Tech And Digital Marketing: Transforming Strategies

Innovation and creativity are fundamental elements of the new technological advances that day by day renew various areas of society.

But currently, startups not only seek technological development, but also the contribution of social and environmental values to a world congested by pollution, wars, and consumerism.

This current phenomenon is known as Deep Tech which according to the definition of Swati Chaturvedi, author of the concept, implies a "scientific discovery or a genuine technological innovation that, in addition, wants to turn the world into a better place".

Chaturvedi, co-founder, and CEO of Propel, an investment firm, coined the term in 2014, identifying it with technology projects more relevant to society.

Deep tech, therefore, constitutes a new category of a technological startup that tries to solve major problems based on research and development of science and technology, regardless of the field or sector.

One of the most popular examples of Deep Tech is the case of RxAll, which designed a nano scanner to analyze the quality of a pill and confirm its authenticity in 20 seconds through a mobile application.

The invention won the 2019 Hello Tomorrow Challenge not only because of the development involved but also because it managed to solve a major social problem: counterfeit medicines.

In addition, this element brought together artificial intelligence, machine learning, quantum computing, and language processing techniques, among others.

Therefore, Deep Tech implies a profound and sophisticated technology that has a high impact, takes a long time to develop to be presented in the market, and requires a large financial contribution.

It is based on the unification of knowledge, skills, and information from research centers, large corporations, small startups, and companies.

Like all technological development and social progress, Deep Tech is also related to Marketing and Advertising and revolutionizes strategies to respond to current needs and issues.

Thanks to these new contributions, digital advertising will evolve to adapt to new regulations, in addition to consumer habits.

Several emerging technologies that are integrated into Deep Tech will contribute to the transformation of the sector. We will focus on 4 of the most popular:

Set of artificial intelligence techniques that are capable of learning a representation of artifacts from data. It is based on machine learning.

This is used to create new, completely original artifacts.

We are talking, for example, about producing multimedia content with new formats and digital models of physical objects.

This technology allows to automatically generate product catalogs and create virtual stores where customers can see themselves with different clothes, makeup, etc.

These platforms allow marketing and sales teams to engage and report on customer accounts, automate account selection, audience management, etc.

Through this technology, we will be able to obtain account and contact reports, sales alerts, and participation analyses.

Much has been said about the automation of marketing and advertising strategies to prioritize the main issue of this time, customer service.

When a user selects an object on a website or app that represents a product or service, videos, images, and other interactive media are generated that in turn involve commercial transactions

There are several formats of Shoppable media, both for mobile platforms and websites visited with a desktop browser, and their common point is that they drive in-app purchases through advanced merchandising and cascading content.

Currently, it is widely used through Google Lens. It involves starting a search using images captured directly with a phone or tablet.

This technology facilitates the process of making purchases, from the search for the product to the service and after-sales assistance.

As we explained, it has been applied for some time on different digital platforms such as social networks to improve the purchase process at various levels.