That level of online engagement is expected to continue to rise, especially with the explosion of emerging technologies, which paints a picture of a world where digital content is everywhere. This signals an opportunity for brands to serve up utilitarian and entertaining content and experiences to consumers across an array of devices, some of which haven’t been created yet. We’ve already seen early tests with smart mirrors in stores. Understanding emotion will be key in delivering personalized and relevant content and experiences. The opportunities for advertisers in the financial space will be especially tremendous. Understanding emotion will be key in delivering personalized and relevant content and experiences. Healthcare brand MetLife has been doing some early tests in understanding consumer voice patterns using artificial intelligence and machine learning to assist call center workers. But as consumers become more comfortable sharing this very personal data, customer experience and personalization opportunities will abound. Think of the opportunities for a retailer in using biometrics to measure how customers feel in-flight or in-store. Emotional intelligence is already top-of-mind for marketers today.
It’s no secret that U.S. consumers spend much of their day engaging with digital content across various platforms, devices and channels. That level of online engagement is expected to continue to rise, especially with the explosion of emerging technologies, which paints a picture of a world where digital content is everywhere.
The upshot? Companies will need to completely redefine what qualifies as content and evolve their content marketing strategies accordingly.
IoT for utility and ease
Gartner predicts 20 billion IoT devices in use by 2020. This signals an opportunity for brands to serve up utilitarian and entertaining content and experiences to consumers across an array of devices, some of which haven’t been created yet.
Imagine your refrigerator keeping record of what it contains and recommending what to prepare for dinner. AI behind the scenes will remember your selections and optimize recommendations.
Retail and fashion brands also will reap IoT benefits, particularly as Wi-Fi-enabled smart mirrors grow in popularity. We’ve already seen early tests with smart mirrors in stores. Consider the “wow” factor of consumers owning their own smart mirrors and the opportunities for brands (think: personalized recommendations) that are invited into their homes.
Understanding emotion will be key in delivering personalized and relevant content and experiences.
Multi-surface screens will redefine engagement
This year’s Consumer Electronics Show highlighted that multi-surface screens will be a big trend. The immediate opportunity will be in cars. IHS forecasts the cockpit electronics market will hit $62 billion by 2022.
Early examples of brand integrations enable customers to place orders for pickup, make reservations, and even purchase gas from their dashboard screens. Starbucks, Shell and others are testing this functionality.
With nearly 10 million self-driving cars expected to hit the road by 2020, drivers will become more like passengers, giving rise to an era of in-car entertainment and on-demand services. Digital screens are also appearing in unconventional places, such as purses…
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