The Internet of Me has generated a lot of buzz recently, but what does it mean? And what can marketers
learn from it?If it seems like Facebook is reading your mind, it isn’t – but it does have a very good understanding of
how your mind works. The smallest aspects of your online internet habits, from how long
you linger on a photo of your ex to whose events you RSVP to, are all compiled
to create a complete picture of your ideal Facebook experience.
When searching for information on the internet, Google displays results according to their ‘relevancy algorithm’ (this
means Google will list results in such a way that the records most likely to be of interest to you will be displayed
first). So what you end up reading is, usually, what you want to be reading.
Netflix have just invested
in a ‘recommendation system’, so that when you visit the Netflix app, the first
thing you see is what you came to the site for – or at the vey least, relevant
enough to keep you there.
As we become more dependent on technology, the ability for our online
experiences to influence our real world experiences becomes less of theory and
more a reality. Anywhere that we can express an interest, we’re paid back in
personalised, optimised content – every time we check into our apps; we make
our preferences known and then have them fed back to us. New technology is getting personal;
connecting and analysing our movements, our health, our brains and our devices.
This is the so-called ‘Internet of Me’.
57,000 devices are added to the Internet every second!! But this is only
valuable if those devices are learning about our lives and working together to
create experiences that are simpler, more valuable and more informed.
A great example is the Phoenician Resort, an SPG Hotel. When you enter
the hotel, the reservation system connects with your device, checking you in
and confirming your stay. You then go to your room, using your device to unlock
the door. Before you step in, the room has already adjusted the lighting, music
and content on the TV based on the integrated network of data your ‘Internet of
Me’ is sharing with the environment.
Consumers want complete,
integrated and personalised experiences that are connected to them.
What does this mean for
This means not only will
there be higher demand to capture and analyse and connect data for our
consumers, but the kinds of data we must adapt to will change to include more
sources than we could have ever imagined.
Consumers expect brands to know, respect and interact
with them just as consistently in the offline world as the digital world. They
want continuous experiences created specifically for them and at the exact
moment they want them, whether browsing apps at home or strolling aisles in the
store. This will enable brands to go much deeper, to be where the customer is experiencing
the brand, capturing and connecting up the right data, and using it to create
personalised experiences across the entire customer journey.
Using data more effectively means we can tailor marketing
messages that are relevant and based on real-time preferences. With the mobile
device acting as a remote control for our lives, marketers should use data to
serve up relevant content to customers via their mobile phone whether about
their location, tailored offers, or content that is locally relevant. In a
world where consumers expect to get what they want, when they want it, marketers
need to make sure interactions and communications are timely, simple,
and personally relevant to their customer.
Andrea Bennett – Project Manager