segment of one. This will require agile
segmentation, as well as insights and
tools.
As brands, you will be expected to
get your message 100% correct for
the consumer. In the segment of one;
consumers will become unforgiving
of a brand’s inability to recognize
their needs across a global platform.
It is therefore vital to get this right, to
avoid an instant global disaster.
From Campaign to Innovation
Brands have started to shift from
campaigns to product innovation. The
key areas of focus going forward will
be product design and innovation.
Campaigns will just become words
in the wind but useful products and
services will drive consumer adoption
in the future.
Whilst we are trying to guess what
the future looks like, we forget that
we are in the business of creating that
future for brands and shareholders.
We have looked at some innovation
that will drive change in the short
term.
The game changers in innovation
are; Machine and Deep Learning,
Artificial Intelligence, Blockchain
Technology, Sensor Technologies,
Internet of Everything, Robotics,
Augmented Reality and Virtual
Reality.
Let’s touch on a few of these
innovations:
Machine and Deep Learning: Many
companies are already using this
to drive solutions for customers
and sales. Amazon and Google are
already doing this. Google is however
combining a few pieces of technology
already, which makes what they
offer to consumers seamless and
compelling.
Amazon’s Recommendation Engine
for example, uses math & statistics to
‘‘ Brands have started to shift from
campaigns to product innovation. The key
areas of focus going forward will be product
design and innovation. Campaigns will
just become words in the wind but useful
products and services will drive consumer
adoption in the future.’’
generate a model of how a system
works based on a defined feature or
outcome.
still not ready for consumers, but it
is time to start using these in your
business.
Google Driverless Cars to Google
Urban Planning, is another great
example. It creates relationships
between disparate models,
understands their relationships and
creates improvements to themselves
based on this understanding.
Virtual Reality is here and it is not
going away. If you’re in the media
business, it is time to put big money
into building content. There are a ton
of new 360-degree cameras to enable
just that.
Blockchain technology: Another
innovation is the combination
of blockchain with a GM fleet
of self-driving cars. VCs have
invested roughly $1 billion into 120
blockchain related start-ups. 50% of
that investment was made in 2015.
Internet of Everything: The Internet
of everything (IoT) brings people,
processes, data and things together.
Robotics: Forecast to be a US$80
billion industry by 2020.
Pepper - Dentsu’s robot with human
emotions. Dentsu and SoftBank
Robotics created the world’s first
robot that has its own emotions.
The goal with Pepper is to see how
talking, human-like robots might
help people in a society where more
and more people, including the
elderly, live alone. This is especially
relevant in Japan where more than
22 per cent of the population is
already over the age of 65 and
fertility rates are declining.
Augmented Reality: Augmented
Reality glasses made a HUGE leap
in quality this past year. They’re
IoT and Bluetooth connectivity
keeps spreading to everything, which
enables not just new products, but
new business models as well.
At Dentsu Aegis Network, we
are excited about innovation and
the leaders within the Innovation
sector. Our Isobar NowLab, is a
global initiative intended to catalyze
innovation across the company,
including both our employees and
our clients.
From programs like hackathons and
collaborative workshops to permanent
maker-spaces, NowLab provides a
means for different markets to work
together to share information and ideas,
develop digital experiences outside of
client briefs and provide a welcoming
place where our employees can push the
boundaries of what is possible.
WE ARE READY TO CREATE
WITH YOU.
Dawn Rowlands is the CEO for Dentsu
Aegis Network Sub Saharan Africa, based
in Cape Town, South Africa. You can
communicate with her on this or related
issues via LinkedIn or Twitter @dawnrow.