The arrival of 5G has been one of the themes of the moment. Expected to reach the main Brazilian capitals in 2022, after an auction held by Anatel in recent weeks, the technology should change the direction of consumption and also the ways in which we work , having an impact on the most varied sectors of the national market .

The expectation makes sense, since mobile telephony will allow a connection that can be up to 100 times greater than that of the current 4G . This means that the network will allow a greater number of devices connected simultaneously, with a shorter response time between the information sent by the device and returned by the server – resulting in a speed of up to 20 times greater than that of the current network.

In practice, common consumers benefit from technology due to its speed and also companies that use online applications and that will have a better performance of technological resources in synergy with artificial intelligence. Thus, it is possible that we have advances in trends such as, for example, driverless vehicles .

The advantages also reach the digital marketing market. With 5G, we will have the creation of more interactive content for some media formats, such as videos, live streaming, games and Virtual Reality . Through smart productions, some popular editing tools like TikTok and Instagram will allow content creators to produce, film, edit and propagate their ideas and advertisements faster and more efficiently.

If for creators this new feature represents a sea of ​​opportunities , this also applies to brands and their customers. The shopping experience , which has become much more valued by consumers in recent years, tends to be enhanced with the innovation brought by 5G in data processing, for example.

Another point to be highlighted is the use of virtual reality – technology in hybrid events such as concerts, fairs and conventions, in general. Thus, presentations with holograms tend to grow, causing technology to drive the reach of digital marketing initiatives in new media. Furthermore, gamification is another resource that should also gain more and more space in people’s lives.

However, it is important to highlight the challenges. For those who will use virtual reality through glasses, for example, it is necessary to pay attention to possible cases of dizziness, headaches, nausea, among other symptoms, which, in turn, can become a barrier to consumer adherence to this new reality.

It is also worth noting that, with regard to data, respect for the limits imposed by the General Data Protection Law (LGPD) on privacy and security needs to receive much more attention from companies in the coming years.

The 5G has not yet arrived in Brazil, but it has already stirred up the markets . At this time, companies that take the lead with strategies and products capable of bringing brands and consumers even closer together will likely have the people’s preference . After all, innovating using technology will always be attractive.

*Eduardo Camargo is CMO at Guiando