Reaching consumers at every step of the journey
As marketers we always go back to same question, “what is our consumer journey?”. From a digital point of view we were previously limited to whenever someone opened his computer, laptop at work or at home.
Then came the smartphone and the ability to socialize and interact all day long while talking to friends or shopping. This little device transformed our consumer journey and gave us a unique opportunity to communicate with our consumers at almost every key moment of the day.
From waking up with our smartphone, to the long commuting time where we could spend most of our time browsing, listening to Spotify or watching interactive screens. When we finally reached our office, digital displays beside the elevator pushed few more ads to us. And the day continued like this until we go home, and do a final check on Facebook before turning off the light…
Digital is now part of every step of our daily life and as such it gives us unprecedented opportunities to reach our customer when we are the most relevant.
If we take one step back and look at how our own individual world is evolving, we see smart watches, or fitness bracelets talking to our smartphone giving us life/time update on our health, calories, quality of sleep, etc. The next step will be for these devices to store all our biological parameters and monitor or alert us if anything goes wrong.
Inside our homes lights are now connected to our smartphone and we can control the intensity of the light as simply as playing Candy Crush. Aircons and refrigerators have started talking to our smartphone; outside, cars are exchanging data with our devices and soon billboards and all the steps of our journey to office will be full of information tailored to fit each one of us.
We are witnessing the birth of a world where every single object becomes part of our own personal universe. And each one of us will be able to define its own interaction with his surrounding world and have his own personal “enriched” reality.
Everything leads us to this “ultra personalized” experience, which will be different for each one of us. And for marketers and advertisers it means a world of opportunities where we can almost see the specific parameters of each individual, what his profile looks like, what he likes, his relationship with other products. Brands that will be able to customize their communication to this will be the big winners.
Words Laurent Goirand
Goirand is CEO of GroupM digital agency Movent
For this and other stories, including the multi-awarded ‘Sweetie’ initiative from LEMZ and Clio and Spikes winners, check out the latest issue of adobo on newsstsands today.
