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The following excerpt written by Brian Wong was published in Adaptive Marketing: Leveraging Real-Time Data to Become a More Competitive and Successful Company, by Norm Johnston.
Biometrics refers to the measurement of body signals: including but not limited to changes in pulse, breath, gaze, and temperature. These signals are indicative of your mood. If you’re suddenly scared, your pulse will quicken. If you’re attracted to a person or a visual, your gaze will focus on the object of desire, causing your pupils to dilate.
Marketers have longed to understand audience reactions to ads. For decades, market research has been employed, plugging groups of people into various biometric devices to collect data. This process is typically expensive. After all, if you’re spending a few million dollars on a Super Bowl commercial, it can’t hurt to throw a few extra dollars in the bucket to learn how a test group will react to that ad.
With the advent of popular wearables, however, these experiments will soon be replicable anytime, anywhere. Now, fitness trackers can measure your pulse while you work out. In the future, there’s nothing to stop trackers from measuring your heart’s reaction while you’re idle – say, when you’re playing a mobile game and viewing its respective ads. This idea expands beyond fitness trackers, to wearables like smartglasses, and other connected home and car devices rapidly filling the consume marketplace. Thus, Adaptive Marketers may be able to track your actions and reactions all the time.
One company looking towards the future of smarter, more effective advertising is Kiip. Kiip is a rewards startup that discerns “achievement moments” in mobile games and apps. It recognizes when users are most engaged on their phones, such as after a completed workout in a fitness app. Users then serendipitously earn moment-based rewards from relevant brands, such as a free sample of Propel or a discount on Nike products. As a result, Kiip boasts high engagement rates and happy users.
To back up what they already knew to be true, Kiip ran a study that recorded user biometrics during these achievement moments. Users demonstrated elevated excitement during achievement moments and even more excitement when they earned moment-based rewards – significantly more so than traditional ads. When presented with moment-based rewards, users smiled, their hearts raced a little faster, their eyes focused on their phones intently. Kiip figured out a way to grab the attention of users when they were most involved and then switch this new, positive focus to branded content. In addition to increasing excitement, the study also demonstrated that moment-based rewards increased users’ brand favorability, respect and purchase intent dramatically.
This new wave of advertising inherently understands users' emotion. Through moment-based rewards, adaptive marketers can show content that gets audiences excited; something that intelligently analyzes their current wants and needs. For instance, if a smart washer notifies a family that they’re low on detergent, Tide can swoop in and offer a discount on a new bottle. Advertisers will have the ability to show consumers products and services that make their lives better; something they want to see. There will no longer be ads that make consumers cringe. Instead, consumers will see only content they’re biologically guaranteed to love.
Kiip recognizes that with each new wearable, there’s a new device-specific opportunity to reach consumers. To prepare, they have begun expanding beyond mobile. Kiip now offers rewards for everyday driving moments through Mojio, a smart device that plugs into cars to monitor internal actions (like engine function) as well external properties (such as the nearest gas station). Kiip is also imagining what rewards will look like on a slew of upcoming wearables, enabling advertisers to reach users on devices that don’t even have screens.
This approach to the Internet of Things era gives brands a unique advantage when advertising on connected devices. Imagine all the devices to which this can extend; all the moments when brands can fortify their relationships with consumers. Brands can produce content that saves the day, like providing a sample of baby medicine to a mother who just learned through a temperature-monitoring smart pacifier that her child is sick. Brands can also swoop in during celebratory moments, such as when a runner crosses their 100th mile with their fitness tracker, and provide them with relevant products to fuel his or her next run.
By predicting needs and monitoring reactions to ads, Adaptive Marketers can determine what garners the best response and optimize content as it happens. Kiip refers to this as “real-time needs addressing,” and it’s just the launching point of using biometrics to shape consumer satisfaction. As this new concept takes root, brands will see increased engagement, and ultimately, purchase intent.
The future of advertising on connected devices is closer than we think. With the right approach, it will be the turning point to create meaningful relationships between brands and their consumers.
Marketing has changed forever. In this marketing must-read, Norm Johnston gives you guidance on how to adopt an Adaptive Marketing model to ensure you are not only prepared for this new data world, but also winning against both traditional competitors and new disrupters.
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