Planning for Moments
The real impact of IoT on marketing
Connected devices allows us to plan for and measure moments
Allows us to model intent on the basis of usage of devices – moments are directly connected to an action/series of actions by a consumer – typically triggered through app activity
Passive Moments leads to automation leads to detectable intent triggers/ moments which are non intrusive with permission built in
Example: Rewards based on understanding of upcoming moments
Example: Oral B at MWC
Predict intent / upcoming moment using narrow AI that is digesting device data signals.
Understanding the new nature of instant gratification – The “connect” and “instant” generation: postmates/instacart/uber
Messaging gives us moments driven by human phrases – machines understanding and responding to natural language prompts from a human
The Connected Generation: the death of traditional segment (by age etc). Segment by intent in the moment.
We are moving to a Moments based CRM:
This post originally appeared on narendranag.com on March 11, 2016