The perfect segmentation: Ambient Intelligence

I reproduce an interesting article marketingdirecto.com from 4 of May

ambientintelligence1Technological advances are getting the dialogue between businesses and consumers occurs in new dimensions. The next step in the evolution, smart environments, will transform fundamentally the rules of communication, and market.

There is nothing more interesting for advertisers to find new channels to convey their messages to consumers. To customize your messages and send offers high chance of success, companies use features, purchase history and customer profiles. But in most cases, These segmentations are based on assumptions or the application of statistical data, with its high component variability. And, actually, the possibility to react to the specific need of the consumer at the right time is very limited.

However, In the not too distant future, this scenario could change. Ambient intelligence, or smart environments, scientists is like a world in which the various systems and objects of home and work environments will have communication skills and computer called; systems would be equipped to anticipate the needs and desires of people and that could provide the answers available in the market these needs and desires.

An example of this type of smart objects is smart coasters It developed by the German Research Center for Artificial Intelligence (DFKI). By weight sensors and activation, the coaster detects when the customer may want another beer, Noting that the glass rests on it is almost empty, and alerts the bartender. It is a reaction to offer immediate satisfaction of need.

Another example provides a glimpse of potential ambient intelligence is popular invention of smart refrigerator. Using radio frequency identification chips (RFID), This refrigerator could control availability and expiration of the foods which are stored on it, a dream for manufacturers and businesses. However, an automatic reset function products would be excessive interference in the freedom of consumers, so they could develop variants: the fridge could warn consumers of the products are running out and propose a list of suggestions for next purchase.

This type of refrigerators still belong to science fiction, but they have begun to develop fridges with integrated screens, allowing, for example, consult recipes or go to a school-sponsored care line while chef prepares dinner. In addition, as some researchers suggest, in participatory network users could videotaping how to prepare a recipe in your kitchen, generate a list of preparation steps and ingredients needed (to acquire) and, Finally, send all material to others.

The key would be the relevance

If intelligent environments arrived to proliferate in everyday life, marketing could make a communication as each of your customers and potential consumers. But as always, comes into question the willingness of consumers to be bombarded with commercial messages. To this question, the key is the relevance of messages.

Consumers may be willing to receive information at all times, but whenever Useful and relevant. And only accept these messages in your private environment if the advantages and facilities offered are really worth. The best example is the automotive industry, It has equipped their vehicles with small computers and control elements that assess each situation and react accordingly; for example, digital assistants lighting control.

Other current terminals with great potential for the future scenario of intelligent environments are PDAs and other mobile terminals. Fraunhofer Institute for Integrated Circuits (IIS) It discusses how the PDA provides information about an appointment or event, the navigation system shows the venue, the electronic ticket received displays all information about the trip and transhipment, while traffic information directly received the DGT.

All these data can be collected and analyzed for an electronic assistant can offer help when needed; for example, if the train is delayed. Knowledge-based systems concerned with understanding the information gathered and react to the demands of each situation. But this requires that the various platforms are connected together.

Interactive shopping assistant

The DFKI center has outlined how would these assistants, an evolution of how it begins to be used in stores RFID. A wine bottle equipped with a small memory would contain all the information about the product. This information could be read on the touch screen shopping cart. This could include not only information about the product features, comparative price but also offers cross-selling.

About me Guillem Recolons

Convinced that everything leaves a mark, I help companies to better connect with their stakeholders through personal branding programs (personal brand management) and employee advocacy (internal brand ambassadors programs).

Partner at Integra Personal Branding and Soymimarca, I also collaborate with Ponte en Valor, Brandergizers,, MoreThanLaw, Noema Consulting, AdQualis and QUIFER Consultants.

As lecturer, participated in the Graduate Social Media of UPF and UVic, in various programs in ISDI, speaker at the IESE EMBA, among other. Advertising man, Master en Marketing. Grade student of Humanities.

My DNA comes from advertising 20 years in agencies: BBDO, J.W.T., Bassat Ogilvy, Saatchi & Saatchi, Altraforma and TVLowCost among others.

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