Max Impact Marketing: Hyperconnectivity 2/4 | Innovation eLearning

As we touched on in our introduction, the constant connectivity most consumers have become accustomed to in their lives has shifted their expectations in terms of marketing trends and how they want to interact with brands. Within this module, we’ll dive into gamification techniques that appeal to the tech-savvy generation, including best practices for successfully gamified campaigns. We’ll also explore the emerging trends within biometric technology and how cutting-edge brands are tapping into consumer desires with increasing accuracy to create an emotional connection.

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Hyperconnectivity connects to the Megatrend of artificial intelligence. For starters, we're definitely seeing the rise of chatbots. These are computer programs that simulate conversations with human beings, and they essentially help brands automate how and when they're able to communicate with their consumers. 70% of consumers already prefer to engage via chat bot rather than any kind of branded app, and it's not just the younger demographics. Fast and direct communication is the number one factor in winning loyalty for millennials and boomers.

Information gathering has really replaced the need for ads in many circumstances, especially as it's the first step before buying pretty much anything these days, especially when shopping online, where expectations don't always match up to reality. Chatbots help solve the three major challenges consumers face when completing their information, gathering access to specific info, the speed of being able to get that info and being able to engage on their own terms. Makeup is another product that's notoriously difficult to buy online, especially if you're not sure how to use a new collection. Enter your insider. This is an AI chat bot launched by a luxury brand, or it offers real time assistance and tips and tricks on how to use their latest products. You can also book in-store consultations, making it a lot easier to buy more. The future of marketing is all about creating seamless experiences and consumers to chat bots as an easy way to do that.

Another technology that helps us engage with consumers is biometrics. Biometrics allow us to better predict what's going to get consumers excited. Making it the perfect technology to use alongside any marketing campaign. Expedia has a strong test and learn policy that allows them to run hundreds of marketing campaigns every single year. And this technique has actually allowed them to outlast where a lot of their internet peers have long died out. Today, they're experimenting with biometric technology to create a fully custom experience for their consumers. They're able to tell you what's going to get you excited about your next vacation before you even realize it.

Consider this: When planning your next family vacation, do you want to go somewhere warm? Or do you prefer something cooler? Are you looking to stay in a top of the line hotel or do you prefer a cozy Airbnb? Those are just a few of the many choices you'll have to make to hopefully create that perfect vacation experience through biometric marketing brands are no longer limited to marketing the perfect experience for everyone. They can now get the perfect experience for you. Therefore, it's little wonder that the global biometric market is predicted to be worth 41 billion by 2025. one insight we're seeing on trying to become is a mode of marketing where brands are tapping into the innate reactions of consumers in order to foster that better connection. One way to do this is through gamification. Now, gamification isn't a new concept by any means. Back in 2012, we were already looking at how it was being integrated into everyday brand activations. However, gamification is only growing stronger alongside advancements in technology, so it's definitely sticking around.

Successful gamification campaigns create an emotional, high or very memorable and offer plenty of opportunity for those shareable moments. Kickout actually did an amazing job of this with their delayed flight break machine. All you have to do is scan your ticket to a delayed flight and you get instant gratification in the form of a free chocolate bar. This is one way KitKat is gamifying that brand love moment. Another technology that's changing the gamification game is air, as opposed to virtual reality, where the user is fully immersed in their own private experience. Augmented reality integrates into the user's surroundings.

This not only makes it a lot easier to share it with those around you, it's also easier for brands to implement because you don't have to create an entire world from scratch. That brings us to the end of our first module on hyperconnectivity.