We've all seen movies where advertisements react to the characters by name (think Minority Report). While that may seem like science fiction, the truth is, sooner rather than later, that is just exactly what the case will be. Targeting is poised to go one step further, toward perceptive media.
The data collected during consumer interactions is rapidly being integrated into highly-responsive online content. For a while now, tools like retargeting pixels have been able to tell us what the shopper likes upon arrival to a particular webpage, allowing ads to reshape to showcase media that might be interesting to that individual.
As this data becomes better handled and understood, content can be shaped to an even narrower focal point, allowing consumers to travel along a purchasing path that is totally unique to them.
An experience across devices
All that information can be put to use tailoring an online experience that aims at a particular person. One of the most important data sets that can aid in the transition toward perceptive content is the ability to identify the 'mobility' that, for the average person, occurs across several devices.
Shoppers intuitively use several devices to discover a product, service, or brand (now being termed as the 'multi-screen' approach to buying). They often begin the process on a desktop or notebook at home, continue it on a tablet, and finish it in person at a retailer, accompanied by a smartphone.
As these systems share certain services, like an Apple or a Google user account for example, the ability to tailor specific content at certain intervals in the process is becoming more useful.
What can it do?
Say, for example, that a consumer researches a certain pair of shoes while on their laptop at home, using Google to search for reviews. That same user looks at the same shoes on a Galaxy Tab or iPad (or any other tablet), and then goes out to the mall with their smartphone.
Content pushed through an application on the phone can draw the consumers' attention anytime they are in proximity to a location that has the specific shoes in-stock – with by-name personalisation – using perceptive media.
Brought to you by SoLoMo
Social + local + mobile (SoLoMo): powerful words in the digital space these days (Yes, another buzzword, we agree).
The move toward perceptive personalisation of online content is wholly facilitated by SoLoMo. As more companies embrace the new standard of operating across all three fronts, the data returned is allowing us to make better use of our resources and funding.
Devices are always getting faster and more affordable, placing more processing power in the hands of consumers than ever before. A great portion of that power can be turned toward anticipating and predicting consumer behaviours.
This is true to such extents that, over time, as a unique consumer makes use of multiple devices in the course of product discovery the content can be personalised for them in ways once thought to be impossible.
A world of campaigns
What all this equates to is, in a world where data is used to facilitate perceptive content, each 'campaign' is actually a scalable plethora of highly personalised, distinct advertising campaigns. No two consumers will have to receive the exact same ad content.
Promotion is all about making the consumer feel special - a concept that has existed largely unchanged since the dawn of advertising. Perceptive data practices will make it easier than ever to make consumers feel truly special.
As shoppers, we all know that the collection of brands and products that we shop with represent an aspect of our personality. The best content speaks directly to that need.
Perceptive media is the next logical progression from 'targeting'. Rather than simply replacing the existing way that we use data, perception allows us to evolve our methods for maximum results.