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Humanising Marketing: Personalisation
Through Tech
Advertising has traditionally been channel-
orientated. Now, with digital devices becoming
the interfaces of our lives, it must become more
human-orientated. This means more personalised
experiences based on ambient information
augmenting the world around us simply and easily.
Brands should explore how emerging devices
can help them with engagement. Note the growth
of the Internet of Things (IoT) – the much-
discussed opportunity for connected devices to
start communicating with each other, driven by
ambient data. The potential of the IoT is to create
a ‘seamless’ brand experience that is engaging,
rather than interruptive.
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In September, electronics multinational Sony
submitted a patent for interactive software
that would allow gamified ads that request not
only consumer attention, but also participation.
For instance, an ad for McDonald’s requires the
viewer to play a game with a motion-detecting
hand device, in which an errant pickle must be
thrown back into a delicious burger for the ad
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Redefine
Consumer Engagement