Marketing Set To Become More Intuitive

Technology is already making marketing more intuitive and relevant and this trend is set to soar in the future. According to Helene Blanchette (pictured), head of the 1:1 Experience Service, Asia Pacific Operations, Fuji Xerox Asia Pacific, the world of Augmented Reality (AR) is the future."Agencies will be able to leverage this outstanding AR experience to link the shopping cart and other realities the brand promotes to their target audience," she says.Blanchette adds that it will soon be the end of days of "randomly designed black Quick Response (QR) Codes or barcodes.""A short product demo, or a handy recipe idea found by placing your phone or tablet on top of the mayo jar image or visual instructions on the packaging, or seeing the most recent celebrity interview by aiming at his or her photo. AR is now the immediate future of consumer interactions," she adds.Juliet Ng, general manager for marketing commercial business, SMRT Media, seconds the idea saying the consumer journey will increasingly include human-machine interface, augmented and physical world integration and i-lifestyle.Taking it a step further, she adds that cross-screen integration will no longer "just be the current mix of mobile, tablet and computer." Rather, there will be more machine-to-machine dialogue to deliver what she labels "intuitive marketing and selling".However, Michelle Froah, head of marketing, Asia Pacific, Kimberly-Clark Corporation, warns marketers of focusing too much on media instead of messaging. "One can end up in an expensive shouting match in an environment cluttered with messages that are disregarded because of the sameness," she says.She heeded marketers to seek out integrated programmes that stimulate "commercial behavior through participation" and "create a big idea that creates an experience for consumers"."Let your consumer's voice reverberate with delight at her participation with your brand - changing her behaviour so that her participation will be your most effective marketing spend in the future," she concludes.