MODERN MARKETING
retailer with information about
how much time a customer
spends in a particular part of
a store and how the customer
moves through the store.
Beacons enable retailers to more
accurately attribute sales to online
or in-store, based on tracking of
the customer’s in-store behaviour.
While most sales start with an
online search or research, if a
customer researches on line, then
browses in-store and later buys
online, without a beacon that
sale would be wholly attributed
to the online store. With beacons,
the retailer is able to get a much
clearer picture of the customer’s
pre-sale activities.
Beacons can also provide a whole
new level of transparency for
advertisers. You can see where
your ad was displayed, how many
times, and you can compare
performance based on the
location of the ads.
The Internet of Things
Over the last few years, the
Internet of Things has very
much become part of our lives.
Globally, there are nearly 20 billion
connected devices. It’s estimated
that this this will triple over the
next 5-10 years. Think connected
car, television, game console,
mobile devices, watch, fridge,
sound system, appliances, robot
assistants (Jibo), virtual reality
headsets and more. Technology
will become a part everything we
do. Who’s to say your fridge won’t
recognise when you’re running low
on milk and order more for you. It
will be delivered along with your
groceries your Jibo ordered….
just the quantity and quality
you prefer…no brand or impulse
purchases required. Ah! I can hear
the marketers scream as they
jump from the nearest high rise
window.
We can now learn about
something, interact with it and buy
it, all from the one place. Making
purchases from anywhere, on
our televisions, fridges or via our
Jibos will become common place.
It’s a no brainer that technology
will have a significant impact
on how we frame our marketing
messages.
Virtual & Augmented
Reality
In past marketing cultures,
our marketing decisions were
based around the particular
communication platform and when
and how consumers accessed
it. This won’t be the issue
anymore. We will just assume
that consumers will have the
technology with them - whether
it’s in their pockets, handbags, or
in their cars and homes.
When we talk about technology
driven changes, just like Sales
Engagement Technologies - this
is a big one. It will completely
change the way we do things.
Think Oculus Rift - the Facebook
owned virtual reality headset.
For example, you could offer an
experience where people could
put on their headset (anywhere
they are) and visualise themselves
using or experiencing your
product. Images how this will
January 2016
ModernBusiness
31