5G Technology and its Impact on Marketing

Abstract

The study aims to discover the relationship between advancement in technology, specifically 5G technology and marketing. It also intends to identify the strength and nature of relationship between these two variables and how can marketer use technology for their benefit. For this purpose, secondary data was obtained from various papers and journals to highlight the important variables that will become reality due to successful implementation of 5G technology. These variables are “Infrastructure”, “Digital Marketing Tools”, “Content of Marketing Message”, “New Opportunities in IoT Induced World” and “Big Data”. Primary data is obtained through survey. The research will also identify which of the variables are more relevant than others. The researcher has adopted qualitative data analysis techniques in order to find variable relevance which can be used for future researchers. Majority of the variables fitted well with the regression equation. The research includes the results from quantitative analysis as well as two interviews with the people who played a significant role in the development of 5G technology. These interviews, though insignificant at this level, can be used in future for further research in this domain. The researcher has highlighted how marketer can be aware of the technological changes and adapt themselves to the new technology so change adaptive companies can have an endless life.