Living in the now. This is how we are all living our lives today!
Marketing Stockport’s co-founder Richard Higginson explains more:
Observing my children interact with today’s devices is a view of the future.
Their demands are ‘on demand’. Can we watch Peppa Pig NOW, Postman Pat NOW. It’s the environment that they are born into. I remember waiting and looking forward to Newsround, Blue Peter or Grange Hill. I planned what I did and what I watched around a programming schedule. The TV has become a 21st century jukebox – I can choose what I listen to and watch, when it suits me, creating an ‘on demand’ generation.
How futuristic was it to order something and for it to arrive tomorrow? And, using drone technology, it will soon be same day delivery. An instant world is becoming reality for the consumer. So how will marketing and advertising companies influence choice in an instant world?
As data becomes more refined, targeting clusters of customers with personally relevant messages delivers much improved conversions. We no longer throw mud at a wall – we send it laser guided to the right wall at the right time.
Digital intelligence tracks our habits recommending relevant products or services based on our regular habits. My phone tells me where the traffic jams are based on my regular journeys – all creating a frictionless ‘me’ experience.
Targeted, relevant, timely data will reach a few, but they will be the right few.
This ever-evolving personalised world is a challenge and an opportunity. In marketing we speak smarter to less but get better results ‘on demand’.