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Mobile technology lets consumers interact with brands more easily.
Welcome to the Internet of Me - a whole new world for marketers.
Moving beyond traditional marketing tactics, brands are connecting with customers everywhere they want - and reaping the rewards in greater engagement, loyalty, and sales.
This approach requires less of a focus on the brand and more on the consumer. So, marketers are tapping into what one expert calls the "object voice," which enables integrated communications between brands, consumers, and connected objects.
Adobe Audio White Papers for Marketing: "The New Era of Marketing Magic"
Click above to listen to the Adobe white paper on the era of marketing magic.
For example, a major spirits company recently developed a "smart bottle" that senses whether the bottle is open or sealed. A consumer who scans the bottle with a smartphone will receive a customized message based on location, customer data, and whether or not the bottle has been used. By using big data and analytics to create delightfully unexpected experiences, brands are trying to build deep and lasting relationships with their customers.
Some analysts, however, believe marketing is quickly evolving beyond the smartphone to use smart watches, other wearables, and countless connected objects to facilitate these relationships. Even biometric data - which measures and analyzes heart rate, hours of sleep, and other highly-personalized human characteristics - is helping shape this new wave of digitally driven customer experiences. So is mobile beacon technology that uses indoor location positioning to further customize the shopping experience.
Adobe's audio white paper, above, details five strategies brands can use to prepare now for future marketing magic. By moving beyond how they currently define marketing, they can create meaningful interactions with - and sales conversions from - today's mobile-centered consumer.
Click above to listen to Adobe's white paper on the new era of marketing magic.
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