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Give me the content that I want, entertain me, but make it useful and actionable, while informing me. Whenever and wherever I want it - but also try to anticipate whatever it is I may want next. Sounds demanding, right? Consumers, as we all are, know that this is indeed our increasing expectation from marketing efforts. We exist in a world of micro-moments in which the tech supporting them demands a trend of extreme personalization.
At a recent Google summit, there was an incredible presentation on the evolution of storytelling into a new realm aptly named hypertelling. This is soothe-speak to acknowledge that the art of storytelling is now about user participation, immersion, experimentation and non-linear experiences that reflect preferences and beliefs. It anticipates exploration and change, but most importantly, it is a user-created story under the lens of your brand.
This particular presentation led into emerging tech, and how it influences a world of VR, AR and beyond, which we will unpack further in another article. For now, let’s start with eight simple steps from a recent Google study that can lead to user personalization today and the paradigm of emerging tech down the road:
From a tech perspective, utilizing things like LTV modeling, can help segment your customers and then route servicing appropriately with the ability to customize those touches using chatbots, personal reps, or Karate Lessons if necessary.
The story of the brand is evolving, and advertising tech is changing with it. A brand is a personality. However, the narrative of how users engage with that personality is now totally controlled by them. Using deep personalization tactics and modeling will only help create the experience that we, as consumers, want to have. Plus, it will help bridge the gap as tech moves into even deeper personalization territory with AR, VR and AI along the horizon. Need help getting started? Reach out to us at email@example.com to discuss further.