Productivity is for robots, what we're really good at, is wasting time.
Okay, so in a few years you’ll have great data sets, and even better computers to process them. And after reading this article, of course, you’ll have delved into data analysis and brushed up on your technical knowledge. So what do you do? What does marketing look like?
According to Antoinette Hoes of Wunderman & Blast Radius, the answer is simple: our marketing and communication is becoming completely personal. Today, you see this trend being applied to an increasing extent. We can even go back a few years for the first example: think of the campaign on Hyves to increase awareness of online privacy, where photos of profiles were used in the video that the user was shown. Today, you see it happening with (those often annoying) hotel email address list advertisements that you are shown based on websites that you visited or products that you viewed.
We all have a chip in our arm?
Now it still happens to me often that I have already ordered those new shoes online, and I still keep seeing exactly the same advertisements. And that is of course really annoying, Antoinette Hoes also agrees. According to her, it is also key in the coming years to ensure a complete, correct and up-to-date dataset.
This personalization should ensure higher conversion rates. Of course, we are all happy about that. But what about our online privacy? 'Vanity trumps privacy', turns out to be true. We would rather see fully personalized advertisements than guarantee our privacy. Antoinette Hoes is completely convinced of the positive effects of this development, and even had a chip implanted in her arm to participate in a study into the possibilities of collecting and using personal information.
4. Build a community and show your face
After all the developments around AI and datasets, you would almost think that the human aspect in marketing is getting lost. Nothing could be further from the truth, if we are to believe Marloes Schenk of NYX Cosmetics. She advocates looking for that personal touch, and advises to focus on Community Building.