Marketing + Technology intersection will be the breeding ground of disruption in 2018. As per a study by Hansa Cequity/ET, the priorities of marketing men are clearly shifting from plain story telling to a larger play of #technology aiding #marketing mechanics & decision making.
The dominant directions as per study are - #Martech investments and #Customer journey Mapping. The tons of data (POS + Social + web analytics + text/voice search + location behaviour) is going to pave the way for the next disruption.
Brand custodians of today need to define segments basis a lot more dimensions. A consumer today is leaving a behaviour trail everywhere - 1. where he goes and at what time (#geo+#time targeting)
2. What he watches/reads at what time (#search/on-demand #content (youtube/netflix)
3 Where and how much and how #frequent he #spends (offline payment details/online cookies)
4 what he buys and across what all #categories (POS data + aggregater payment info (wallet usage))
5 what are his #habits (search + app download history)
Eg, #Ola/#Uber knows everyday which all places i visit and can predict. They can give me food/shopping deals in my destinations?
A #runkeeper can offer me shoes replacement deal basis my km done on app.
An #airtel TV can send me hourly #dominos pizza offers basis my binge watch/recording habits.
A #paytm can sell me a yearly subscription deal with cashbacks basis my recharge frequency on mobile.
A #looks salon can send me hair treatment offers just when i need one basis my history..
An FMCG brand can marry search data + POS data to predict purchase trends and push sweeteners accordingly.
A siri or alexa searches database can tell you a great deal about what drives a family conversation...much more than psychographics estimation in classical marketing..
Future from a speilberg movie is here.
#technology #marketing
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