Talking to the machines
Campaign success in 2015 will depend on working out how to market effectively to the machines that will act as gatekeepers to the digital consumer, says Owen Sagness, GM of Microsoft Advertising. This year will see a shift in interactions with personal technologies, based on anticipation of needs rather than with consumer-initiated signals. With digital personal assistants like Siri and Cortana putting artificial intelligence into the pockets of consumers, advertisers will need to develop new strategies that provide seamless integration with these AI-enabled consumer experiences.
Engagement will increasingly be triggered by specific situations like location, device and specific tasks users are engaged in. The growing maturity of the IoT is set to fuel this trend, providing the data required for context. Brands will need to understand and capitalise on technology capabilities across the IoT to both engage with tomorrow’s consumers and understand their behaviour.
Retailers are already shrinking the online/offline divide as digital is increasingly merged with in-store experiences. Technologies like augmented reality facilitate this, while High Street brands are deploying ‘magic mirrors’ to complement the fitting room experience, and L’Oreal’s Makeup Genius uses facial-mapping technology to show users what cosmetics will look like on faces as they move. Both provide in-store actionable data that can inform contextual interactions. Consumers can expect more organisations to deploy these types of techniques in an increasing variety of ways, and for brand communications to become ever more relevant to their day to day lives.