After extraction, what?
You might have the capability to gather enough useful informational capital from successful content marketing efforts or the way you engage potential customers via social media. The way consumers respond to brands usually revolve around certain chosen lifestyles that in the process make brands, products or services relevant to them.
There are needs, wants and even aspirations that adequate brand publishing or strategic content could extract from consumers. All this info however wouldn’t make any sense if you don’t now how to take the data, do analytics on it and put them into operational use to get real economic value out of it.
Content response and reciprocal action
Marketers and retailers right now might not be equipped with enough necessary skills to do what needs to be done with the big amount of data being ploughed their way by consumers. Companies and brands could take the following actions to address this:
• Develop mobile apps that could enable rich data collection. App developers need to look into the possibility of coming up with mobile device apps that emphasize the most instrumental call to action that mobile device users/consumers need to be told about. One that could automatically make recommendations that may nudge the user in a buying direction favorable to brands.
• Develop predictive models to help deliver relevant ads, offers and promos to retain customers. Mobile device user consumers usually respond to content marketing on an interactive and real-time premise. When consumers respond to content at random, brands must also be capable of responding back with more helpful and relevant information that could forward the desired retail action. This is the best way to monetize content response on an ongoing basis.
Mobile device development
The rapid rate of tech development being experienced by users, retailers and marketers have become so pronounced that the methods to the practices of retail and marketing tend to lag behind in terms of developmental speed. The more that mobile devices become sophisticated with the way it could ferret out information, telecom and online content, the more that retail methods and content marketing need to work up to speed developmentally.
You could not imagine perhaps the average work commuter excitedly responding to a virtual store product display only to get frustrated with how an app could not adequately provide him/her with the necessary random recommendations with regards to delivery schedules or product availability or choices other than those on display.
One such experience could impact sales transactions when it becomes the rule rather than the augmented reality retail exception. Apps need to function beyond the mere transactional and must be developed to have the capability to predict the same random consumer response that a sales person might encounter in a brick-and-mortar store situation. A company’s information officer and marketing officer need to collaborate on this issue since the mobile device user/consumer will be the prevalent customer profile to figure in retail in this millennium.