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Business Daily Date: 27.06.2016 Page 29 Article size: 192 cm2 ColumnCM: 42.66 AVE: 81066.66 How to effectively reach out to consumers on digital platforms Consumers are becoming increasingly comfortable will come to expect tools that know them and share data with with tools that share data about them in order to other tools to produce an anticipatory environment. automate an experience. Think of the data shared between Amazon's Alexa and Google's Nest to allow a con sumer to turn up the heat by simply speaking a voice com mand. That kind of sharing is permitted by consumers because they value the ability of data sharing to close the gap between thought and action. Approximately 40 per cent of consumers today are either high comfort or comfort consumers — and those numbers are growing. Interestingly, these consumers are not nec essarily early adopters. Though they are more likely to be younger, Hispanic and AfricanAmerican men, they don't fit one demographic. And here's the rub. While you're busy working on your omnichannel strategy, you should know that consumers are moving on to the next thing—their own personal data ecosphere. The shift in consumer attitudes toward shar ing data with connected devices is the most important shift in digital consumption since the advent of mobility. It is a big deal for marketers and innovators to be thinking 3. Get permissionfor more datatypes. You can only do more for your consumer if you have more types of data. Location, biometric, brand, environmental control and queue data digital context is made smarter because of data types. The more you have, the better your tool. 4. Contextaware channels become queues. Consumers love to start things and then put them on hold. They multitask and love lots of choices. To manage that, you need a queue, and you need to leam how to manage things that are in the queue. All blockbuster tools have this knowledge. You do not want your brand kicked out of the consumer's queues. ENTREPRENEUR about. Your brand will need to fit into a new smart world where app design is secondary to data experience design. Here are seven truths of digital context that you should be paying attention to. 1. A contextaware speaker is not a speaker. The reason consumers will buy a contextaware device like Echo is because of its ability to do far more than serve up songs. The same will be true for your company if you are contextaware. The original job your brand was hired to Knowing do is an entry point. They expect you will do so much more consumers' data use now, because you have the data. behaviour 2. Data design replaces app design. Sure, there will is key in still be apps, just like there are still websites (and pay marketing. phones in airports). But increasingly, the consumer Ipsos Kenya Acorn House,97 James Gichuru Road Lavington Nairobi Kenya