It would be hard to imagine a life without our smart devices. It all began with the smart phone phenomenon and it’s now quite common to have a smart TV sitting in the living room. More and more vehicles are now coming standard with internet equipped radio, mobile browsers and apps and the smart watch boom is just around the corner. And although it’s not yet entirely common, you can go out today and purchase a “smart” fridge. So what makes a device “smart”, what puts it ahead of the class? Simply put, it becomes internet enabled. This allows the devices to communicate with the outside world and to interact with you in order to deliver a better, personalized user experience.
In addition to these personal smart devices and appliances, business are also increasing their digital touch points with their in store customers. Most super markets have self service cash registers that customers must interactive with in order to purchase their shopping. Many businesses utilise IVR call center systems to manage the interaction between the agent and the caller.
Each one of these new channels adds a whole new world of interaction between the device and the user. And if you factor in the different digital touch points, web, channel, mobile, app, the possibilities seem endless. Thus the challenge of delivering relevant, personalised content to an end user across a multitude of devices and channels is becoming ever more complex. The primary challenge marketers are facing is building a singular, unified user profile across each of the new digital touch points and defining which data points to leverage for each digital interaction.
And what about the smart fridges? By monitoring what you purchase the fridges can tell you what to buy, cook and eat. They know what you put in them, that is what food you eat, what products you buy and importantly what brands you purchase. They know when the food is set to expire and what days you typically replenish the food stock. They probably understand your eating habits better then you. If marketers are able to utilise this data, to understand what brand of milk you buy and when your latest carton is about to expire, you could deliver a coupon to go and purchase a fresh carton, or to try a competitors product.
At Adobe, we are preparing for the proliferation of cross device profiling and digital marketing. We have developed systems that allows real time web site interaction and behavior to be displayed to an IVR Call center. This allows call center operators to see what products, services, pages a user was browsing before calling in to the call center. We have developed systems that allows super markets to deliver personalised promotions on the back of it’s printed receipts based on the user’s store loyalty card profile data. We have developed solutions for delivering responsive, personalised content from one publishing system to many different devices formats.
So while the digital landscape becomes increasingly complex and dynamic we are hard at work developing solutions and processes to provide marketers with the digital capabilities to take full advantage of these new marketing opportunities.
Do you already own a smart fridge? Is it optimizing your lifestyle? How long do you think it will be until we see an internet enabled Kettle? Please share your comments below.