With the vast amount of data available, all aspects of marketing, from advertising to product development, can be influenced and improved to make it more relevant to customers and more profitable to businesses.
So much digital information is being collected on users, demographics, transactions and much more, which is changing marketing. Marketers are currently using data to adapt everything from product to pricing to promotions.
Adaptive marketing is marketing that uses the huge amount of data produced by our hyperconnected world to allow a level of personalization. Adaptive marketing is full of opportunities to apply data in new and creative ways.
Some constructive instances of adaptive marketing are given below.
Creative Outdoor Billboard
Cisco put an outdoor billboard along one of Silicon Valley’s busier roads and adapted the ad presented there based on the speed of traffic on the highway. If the traffic was moving very fast, then the billboard showed one key simple message: ‘
The Internet of Everything is changing everything’ ,that most drivers could read even at over 55miles per hour. When speeds lessened, more content was placed on the billboard, as Cisco knew that drivers going at lesser speed could take in more information. At speeds of less than 20 miles per hour, Cisco showed more text on the billboard.
It was a highly adaptive way to promote Cisco’s hyper connected Internet of Things message.
The basis of this creative ad was one piece of real-time data– traffic speed.
Sourcing Ideas from Consumers
Businesses can offer greater adaptability beyond just sourcing ideas from customers. Offering some level of product adaptability is a critical requirement to maintaining customer loyalty.
Customers these days are informed, as they can search product reviews or find cheaper alternatives. Adaptable products build greater customer interest and loyalty for a brand.
For instance, My American Girl enables customers to create their very own doll, not only changing physical features but also personality and character, as the doll also lives in a virtual world.
American Girl has developed a large and vocal online fanbase including bloggers, and gets over 72 million users a year to visit their website.
Adaptive Experience in the Service Industry
The principles of adaptive marketing are not restricted to products. The service industry is also building adaptive experiences based on real-time data. Disney deployed a technology called Magic band at their Orlando theme park.
Visitors to the park could register their trip in advance at mydisneyexperience.com and create a customized experience including planning what rides they wanted to go on, which avoided waiting in long lines.
They were given a Magic band, which is a physical wristband with wireless NFC ( near field communication) capability. The band stores data including the customer’s profile, credit card, and customized theme park experience.
It enabled them to check in at rides whenever they wanted, as well as to buy food and gifts with one tap of the band.
Subway Poster Ad
For its Apolosophy product range, Swedish hair-care company Apotek Hjartat tapped into a source of real-time data. They developed an adaptive subway poster ad.
The company built sensor technology into the posters to detect when subway trains entered the station, which triggered the hair on the ad’s female models to blow around as it would in real life. This made their advertising more impactful