Recently, technology has changed the way consumers are marketed to. Plain and simple, here are the four technologies that have created a change for marketers and their consumers.
In a world where advertisements and brands clutter the minds of consumers, social media is having a pivotal moment. In 2007, Mark Zuckerberg pin-pointed the future with one blanketed statement,
As the evolution of social media has progressed, consumers now long for a connection to their brands. This is why social media platforms have become an ingenious way to connect with consumers.
When the iPhone first launched in 2007, Steve Jobs impacted the consumer world. In one swoop, the smart phone connected every social media channel to the palms of millions. Now, consumers are able to have whatever they want, whenever they want it. No longer is the industry guessing what consumers may like. Today, the consumers have become the leaders, and they direct the industry towards their likes. Companies must determine what is trending and how to deliver those expectations. (For more information, click here!)
Though wearable technology is not a new concept, its functionality is rapidly increasing. This surge of technology began with Google Glass and dramatically changed the way we wear tech. In 2015, the Apple Watches and fitness bracelets by Fitbit are altering the way consumers interact with their brands. It has become increasingly apparent that it is a matter of marketing around the technology itself. For example, Tori Burch recently unveiled a line of covers to disguise the Fitbit in a fashionable way. It has now up to brands such as Tory Burch to create a product that complements the technology itself.
Companies now have created sophisticated facial-recognition software, which is quickly restructuring the testing of advertisements. With the leading startup within its market analyzing around 2.8 million faces across 75 countries, it has given marketers the opportunity to test for emotional impact on a larger scale. Nicholas Langeveld, CEO of Affectiva (a leading company within the market) explains how this technology is helping companies evolve:
“Asking someone ‘How does it make you feel?’ is just not as good as being able to observe in reality how they are feeling.”
Facial-recognition software allows companies to identify trends among demographics, and geographically. Though it is hard to please every consumer, an increase in positive responses have become something marketers and consumers can look forward to. (To read more, click here.)
**Written by Marketing intern Julia Kohn, Integrated Marketing Communications major at Ithaca College (Class of 2016).