Habits are so essential to our survival that their behavioral patterns are imprinted into our subconscious neural pathways. And anything that is counter to those habits is seen as a potential threat to our stability and safety.
But what happens when a brand needs their market to break free from these patterns?
When Google Glass launched to the public in 2014 after a $400 Million investment, it was heralded as the next big thing in wearable technology. But, less than a year later, the product was pulled from shelves. It’s a prime example of the unfortunate reality of innovation. Having a vision for a revolutionary product is not enough.
The launch campaign for Google Glass struggled to paint a clear picture of its place in consumers’ everyday lives.
“...though I tried, very hard, to make Glass a part of my life, I simply didn't feel comfortable with the screen hovering just out of my line of sight.” April 2014 Review in The Washington Post
Success and failure in innovation hinge on your ability to help others see themselves in the future you’ve envisioned. The iPod is a perfect case study. It wasn’t the first to market, but its success over other failed MP3 players can be attributed to Apple's ability to envision a new future of music consumption. Steve Jobs didn't just sell a device; he sold an experience, a new way of interacting with music that was so compelling that people wanted to be in this new world.
Today’s media is buzzing with pretty dramatic headlines declaring the end of cookies on the web. But here's the thing: it's not all doom and gloom for marketers. For marketers who have relied heavily on third-party cookies over the past several years, the shift to a cookie-less web can feel daunting. But our ability to personalize messages and offers is not going away. We just need to be more mindful and strategic about the way we collect and use data.
Where “serendipity” is used to describe the coincidental occurrence of events in a beneficial way, the concept of customer serendipity is not a matter
of chance at all.
With right strategy and technology, you can deliver the right content at exactly the right time that it matters. It seems like surprise to your users and yet it is a trusted and welcomed interaction.
Today’s modern and personalized web architectures allow you to give each user a unique experience tailored to their needs.
Each day it's getting harder to keep up with the latest trends in digital consumer engagement – not to mention the complex privacy risks that come with it. Take for instance the concept of digital twins, which has secured a spot in Gartner's latest hype cycle for emerging technologies. These virtual representations of a customer are intended to simulate, emulate and anticipate consumer behavior to help modify and enhance the customer experience.
While even Gartner predicts true market adoption is still at least 5 years away, it's imperative that companies start setting the right ethical foundation now.
On June 16, 2022, healthcare marketers woke up under a microscope. A small line of code on their website was being called into question for sharing sensitive patient data back to Facebook without patients’ consent. And even those that were not using the pixel in question suddenly found themselves in deep conversations with their IT and compliance teams.
Listen as we discuss the matter with special guest Marc Needham from Combinaut – specializing in website content management tools tailored to the unique needs of hospital websites.
Nothing in this podcast should be taken as a recommendation or formal assessment. Please consult with your organization’s own legal and compliance team.
Talking about COVID vaccination can be an emotional topic. Question is, if you're a healthcare organization trying to educate consumers so they can make the right decision for their family, which emotion is most important?
If you've been reading the news in recent months, there is an increasing cross-industry focus on consumer privacy, security, and trust. And if you're in digital marketing, you're probably scratching your head trying to figure out what it means.
