Years ago it may have seemed far fetched to think the products we use everyday would become practiced to learn our tendencies; what we like, what we dislike, and all our detailed preferences. Our cars now park themselves, restaurants find us, and our home appliances have the ability to re-order our products when we need them.
With technology moving and advancing at a rapid pace, we are starting to see how the world has moved to an “Internet of Things.” Many products that we use each day are “smart products,” and have the ability to acquire information and user preferences to help us make decisions. Our products connect us to brands and the things that we intuitively want to buy. Marketers love the fact that consumers now provide their own information and actively tell the world what they want.
So how does this change marketing efforts for organizations that are all fighting to get our attention?
Although it may sound contradictory to the marketing stereotype, the future of marketing lies less in “talking” and more in “listening.” Let’s face it, consumers have changed – they tell the world what, where and when they want something. So for marketers, becoming better listeners and observers is how they are going to create successful campaigns and appeal to the “new consumer.”
Marketing efforts will become less calculated and more impulsive for brands and organizations now that corporate exposure has become much more attainable. The use of viral activity and online media allow brands with smaller budgets to compete on a more level playing field. Companies need to understand that being innovative and agile will be more productive when trying to grow market share. The future of most marketing efforts will no longer attempt to appeal to the masses – and why would they? Detailed, focused marketing tactics will begin to play a more important role for marketers. Consumers are providing honest data and valuable analytics that marketers compile and make sense of on a daily basis. Marketing departments can analyze that consumer data on the fly, see what platforms their audiences are using, what individuals are looking for and when they are most inclined to buy.
As marketing professionals in the “Internet of Things,” we need to stay committed to becoming better listeners. Although it may be a new style that will need to refine, ultimately we all have the same goal. The goal is to communicate with one another, and to be a great communicator, you better be a great listener.
Nick Brucker is the President & CEO at Sparq Designs, a digital marketing agency in Pittsburgh. Learn more about him, here. If you have questions about building a relationship, contact the Sparq team today.