Sergio Alexandre, from PwC, highlighted the digital transformation in the consumer area
“Marketing is everywhere”, said Philip Kotler, the world's main reference on this subject. And, nowadays, we can also say that information technologies and software are everywhere and, increasingly, are fundamental tools for marketing and business strategies.
Data analysis, programmatic media, social networks, chatbots, digital marketing, algorithms, applications, artificial intelligence, e-commerce, mobile are some of the technologies and resources that contribute to establishing the connection between companies, brands and customers, aiming at more sales of products and services.
With an eye on the impacts of technologies on marketing processes, the 2017 Content and Mobile Conference, held by Digitalks in São Paulo on March 21, featured a panel on how the Internet of Things (IoT) is changing the way brands communicate with people.
Sergio Alexandre, digital leader at PwC, highlighted that the digital transformation in the consumption area goes beyond the concern of getting the customer to buy something. “It is important to provide new experiences, offer different perspectives, as we are talking about a connected life, in which brands must be 'people centric', that is, be increasingly in tune with consumers' needs and desires, taking advantage of resources and facilities that new technologies provide”.
“The IoT is a medium. And it's not the end." With this statement, Paulo Camara, CI&T's digital officer, highlighted that technologies make it possible to discover the consumption habits of a certain item through the applications that brands make available, allowing personalization of communication. “It is necessary to understand the complexity of the process, as there is a real challenge of scale and financial viability to be overcome for the implementation of IoT projects for brands, given all the potential that the technologies offer”, pondered Camara. He also recalled that the entrepreneur should be concerned with identifying the ecosystem of new partners needed to make a project viable.
Mário Lemos, Senior Manager at Accenture Digital, highlighted that we live in the Era of Mobility 3.0, in which several entrepreneurs use cell phones to establish their business model, as is the case with Uber or Waze. The executive also highlighted other trends that characterize this movement: the growing possibility of personalizing experiences for the consumer; the expansion of consumer engagement and recommendations through social networks and apps; and artificial intelligence facilitating the interface and anticipating customer needs. “Will the user value the technology and news offered?”. This is a question that, in your opinion, should help in evaluating the IoT applied to marketing.
An example cited by Lemos was Disney's MagicBand bracelet, launched in 2013, a wearable device that uses RFID technology. Accompanied by an application and an exclusive website, the device can be captured by sensors implanted throughout the park and facilitates payments, restaurant reservations, ticket purchases, indicates if a person has stayed too long in a queue, in addition to unlocking surprises prepared by the Disney, among other features.
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