Next-Gen Technology Presents Data Opportunities & Challenges for Brands
An interesting new report from IPG Media Lab considers next opportunities for brands around Advanced Interfaces, the “app-ification of media,” and new machine learning that will help “to track consumer behavior across platforms and channel.”
There are, of course, a number of types of advanced interfaces, including augmented & virtual reality, wearables, and others. And the same approach doesn’t work across all platforms: “Each of these platforms requires a deep understanding of how users uniquely interact within its ecosystem, and careful parsing of capabilities to determine how brands can and should be present.”
So what are brands to do?
The report states: “As brands looking to capitalize on these new interfaces, we must start from the data – what information about your consumers would allow you to deliver a more personalized, tailored experience with your product? That customization will extend beyond the product itself, but it’s important that it begin from a position of improving the experience for the consumer. Once that data strategy is identified, we can partner with the relevant platforms to create experiences access that data. In some cases, it might make sense for a brand to create its own Advanced Interface, if you can authentically create value. But that authenticity is key – you must offer a compelling use case, and you must carefully protect the data you do capture. An inauthentic experience will be a waste of resources, and badly secured user data will set back your trust by years. Improve both the experience and your customers’ trust, and you’ll generate a wealth of proprietary data, building a moat around their brand loyalty.”
Another area of focus is what IPG calls the “app-ification of media,” and its role on global culture.
The report: “As all media — not just video content — shifts to delivery by software rather than specialty analog networks. In 2017, we’re shifting focus to the globalization of all culture, enabled by real-time communication, and content designed to cross the borders of regions and platforms. It’s the app-ification of all media which is what allows it to quickly adapt to these new Advanced Interfaces, and these twin engines of platform and content are what will drive the next major shift in media and attention.”
Again, what are brands to do? If the globalization trend means a spreading of “sameness,” how can they break through to the individual consumer? One answer the report provides: “To reach them, we must deliver highly personalized experiences customized specifically for the platforms they’re embracing.”
And this gives rise to the eternal question of consumer behavior. With so many different content types and platforms and devices and cultures, how can brands gain the required insights into consumer behavior?
“Both Global Culture and new Advanced Interfaces are underpinned by cloud services, and a new generation of machine learning running atop them. This intelligence isn’t transformative in and of itself, but instead augments our existing capabilities, allowing us to track consumer behavior across platforms and channels, and to personalize the experience for them at scale. This dynamic back-end will allow brands to quickly synthesize data from new interfaces and platforms, while also developing intimate connections with consumers around the world.”
The report concludes with Five Tips for 2017:
- Define a Strategy for Data Aggregation
- Leverage Data to Personalize the Experience
- Strategically Partner with Mega- & Micro-Channels
- Window by Platform, Not Geography
- Respect User Privacy & Security