Can't make it to the Consumer Electronics Show? DigitasLBi is on the ground as part of Publicis Groupe's Bright Lights, Big Ideas. Below check out this post on CES mobile from DigitasLBi's Chia Chen, SVP, North America Mobile Practice Lead. You can also find this one, and others like it from across the Groupe, on the site.
At CES this year, one of the key themes that you’ll see play out on the floor is world of connected everything, where thermostats, TVs, phones and watches are connected to the Internet and each other. It’s possible to see this world of connected devices as a potential boon for marketers – especially the insights fueled by the data generated by all of those devices.
But, the harsh reality of Big Data is this: the people who are winning with Big Data are your customers.
Customers have near-perfect 360 degree views of the brand and its products and services. They know how to get the best price, what coupons and special offers are available, and what other customers think about their experiences with the brands and its products, services and people. All of this data is updated constantly, in real-time.
The Internet has made access to perfect information about brands and their products possible. That’s old news.
What’s new is that the mass adoption of mobile Internet access has made it possible to use perfect information to impact every purchase. Whether it’s looking at product reviews in the store, searching for coupons while in the check-out line or looking for ways to maximize the rewards from payment, smartphones have become the always-on point of access for customers to tools that help them get the most out of their relationships with brands. (See the infographic, “Mobile In-Store Research” from Google Shopper Marketing Council and M/A/R/C Research, “Mobile In-Store Research,” April, 2013)
Brands have to embrace and adapt to this new balance of power. There are two key principles to keep in mind:
- Meet or exceed the new customer expectations. Mobile usage has created a new level of customer expectations around immediate gratification, personal and contextual relevance and ease of interaction that most brands do not even meet yet. As more customers get accustomed to mobile experiences like Google Now, Uber or Red Lazer, brands that do not meet those standards in their content and experiences will become marginalized.
- Create ecosystems of value, not just more ads. In the era of perfect information, nothing stands out more than what a brand does. American Express creates a concrete sense of how being an American Express cardmember is different through programs like Twitter Sync, where cardmembers can get special offers loaded onto their Amex cards synced to their Twitter accounts.
Technology was once the brand’s edge in managing relationships with their customers. But just because customers now have better tools to manage their relationships with brands doesn’t mean the brands automatically lose. It does mean, however, meeting new customer expectations and rethinking the currency of the relationship.