We live through technology. Whether it be through our Smartphones or augmented reality, we’re one step closer to becoming bionic beings. But how can data underpin this next generation of marketing techniques?
"In 2009, more data will be generated by individuals than in the entire history of mankind". Andreas Weigend, former chief scientist at Amazon, quoted this mind-boggling statistic in his blog last year and although it is a tough one to comprehend it makes perfect sense. So many people now have access to not just one, but two, three or even four communication devices; we can only expect that the amount of data in existence will continue to rise dramatically. The question is how can marketers embrace and harness this data to engage consumers as they go about their day-to-day lives.
The 1984 blockbuster movie Terminator portrayed Arnold Schwarzenegger as a relentless muscle-bound cyborg, and although in 2010 we don’t yet have bionic bodies, the reality of technology being intrinsically connected to our person is not so far removed.
Take for example the Oyster card, which Londoners use to travel on the Underground. Rather than fumble around for his Oyster card in a wallet or pocket, an ingenious friend of mine removed the chip from the card and attached it to one of his gloves, allowing him to slide his hand over the reader and enter with ease. OK this is not the best look on a hot day, but the innovation allows him to save time. And a vision of the future with technology in, rather than at, our fingertips has recently become a reality. In May this year it was reported that a British scientist was the first human to be infected with a computer virus, via a chip inserted into his own hand.
Another futuristic movie, which is now proving to have been as close to fact as it was to science-fiction, was Minority Report. The Spielberg movie saw Tom Cruise interacting with holographic-type images and moving video clips around with his hands, something that is made more possible today via Augmented Reality (AR).
AR is a term for a view of a real-world environment where elements are augmented by virtual-computer generated imagery. Just recently a new app has been launched in the US allowing parents to locate sex offenders in their area. The app uses publicly available data from the sex offender registry with geolocation and AR to make that data more useful and accessible to parents. Users can adjust the range of their search from a tenth of a mile to several. A map mode identifies registered offenders as pins on a map, while an augmented reality view allows users to look through the camera lens of their Smartphones to pull up addresses in any given direction. Although this is a controversial and darker application of the technology you can see how data is being brought to life in the real world with the use of AR.
The ability to access data via hands-free devices, enabling workers to carry out tasks without impediment is increasingly vital for many different sectors. For example the automotive industry is an obvious beneficiary for this kind of technology. BMW has been conducting research in this field, paving the way for a number of new applications for its service teams. AR techniques implemented by the brand provide support whilst maintenance work is carried out on the complex technical innovations utilised in the vehicles. Using special data goggles and wireless access to a powerful computer, BMW mechanics have all the information they need at their disposal, precisely where they need it: in the workshop, and while looking at the vehicle.
This kind of technology could also be employed to great effect whilst we are driving. Take for example a satellite navigation system, at the moment we are used to a box or console on or within the car’s dashboard. Wouldn’t it be easier if we could have the information streamed to us on the car’s windscreen, or even in contact lenses or glasses which you put on when you head out on the road?
Everyday technology becomes part of our being, repetitive behaviour such as checking your email, updating your status on social media channels like Facebook or Twitter are already an integral part of our society, and as people develop a collection of profiles or friendships online we are reaching a point where we see the virtual world and the real word overlapping more and more.
Marketers are already applying AR to showcase new products, again the automotive sector provides a great example of a fun and simple way to utilise this technology. Nissan has recently showcased the Qashquai in France and the 370Z in Australia with AR. For this to work consumers require only a webcam and a print out of a template which is provided on the site. As they move the template around, looking at the screen, they can get a 360 degree view of the cars, change its colour and even take part in a driving game using the cars.
So what does all this mean for brands and organisations struggling to cope with the data they already collect? Well, it’s simple; marketers need to know how best to serve their customers based on how they interact with the brand. As the proliferation of devices that are being used to connect, interact and communicate with it continues, if your business or organisation doesn’t then one of its competitors will. This growing splinternet (or amalgamation of digital channels) is the new brand battlefield, customer loyalty is now much more than perception.
Without continued innovation in the parallel world of data collection and aggregation, marketers won’t be able to harness the full potential. Just as important, although less glamorous, is that web analytics will allow relevant and specific data to be gathered every second from social media, blogs and websites. Devices supporting AR could make use of this data to feed information to people instantaneously. So in the case of satellite navigation which streams information direct to car windscreens, marketers could have the opportunity to provide motorists with reviews and recommendations relating to service stations as they drive, allowing them to make an informed choice before they stop for a break.
The more marketers can implement and harness the power of aggregated data the more relevant information can be streamed direct to consumers without barriers and in increasingly imaginative ways. So a future where we all become part cyborg is not such an alien concept and we are beginning to see snapshots of this today.
Christian Howes
Head of Solution Engineering EMEA, Webtrends
www.webtrends.com