Big brands like Absolut with their Absolut truth campaign, Nivea , Hyundai , Lynx have embraced this change and created revolutionary content. Organizations world over are now focused on delivering seamless, meaningful, engaging content while incorporating new emerging technology, adopting a test launch and learn approach after which changes are made based on customer feedback.
Few years ago if you were to buy a vacuum cleaner from a store, you would go to the store and buy one that matches your specifications, come back home and see that it’s not as good as they described it to be! Today, you have the choice of looking it up, checking reviews and invest on something that is worth the money. People are practically using it for everyday life! Brands use location services, QR codes, Augmented reality, electronic papers and have taken the customer- brand relationship to an all-new high.
Take a look at this chart to see how engagement is changing over time (Source: Ernst & Young )
John is sitting at a café waiting for his first cup of coffee for the day at 8:00 am and his jawbone buzzes indicating a call, he answers it, discusses work while working on his iPad, makes a few appointments through his collaborative calendar and leaves the café. He walks to the car and gets to work, begins his day. His mind jogger app reminds him of his activities every half and hour while his device buzzes him of the steps he’s walked and how much is left to attain his goal for the day. On his way back home, Siri guides him to make a reservation at a plush restaurant, while Navman shows him the way to the nearest Florist, finishes a few calls on his Bluetooth speaker blaring out of his Peugeot and he’s out for his date.
This just got more real and better with the introduction of Google Glass. Our experiences as customers are enhanced, because of small personal gestures, virtual assistants to bring a sense of familiarity while also making meaningful and lasting connections with the customers. They have moved beyond falling for mass marketing techniques to one of segmented marketing techniques. Allowing the user to interact with the brand and make their choices of sticking to the brand or move.
(Image credit via- www.techinfo2.com)
(Image via http://www.augmentedrealitytrends.com)
According to E&Y , these are the expectations of GEN Y- they represent over a quarter of the world’s population and have significant ideas and are equally impossible to ignore.
-They seek transformational change
-To connect with consumers and employees, companies cannot just look good- it has to be good
-They seek transparency
-Visible peer recommendations in decision-making
So what do you as consumers, business owners, students, teachers, moms, do? You can effectively gather an understanding of how technology, digitization can work for you? What must you do to create a seamless operation model that connects to suppliers, partners, and employees, B2B?
Anticipate what the competition is doing and beat them to it ! Use it to enhance your current model, transform your method of working, and invent a new business model if you have to. If you are a supplier or a partner, see how you can improve work times, work with lower budgets; provide end-to-end solutions for your supply chain process.
Digitization has emerged as a key economic driver. It accelerates growth, promotes cultures, facilitates employment across different sectors and of course improves productivity!
Whether you’re young or old, off you go to embracing digitization and making it work for you !
How has digitization changed your life? We’d love to hear from you!