A NEW WORLD AND THE FORCED CHANGES TO YOUR SALES STRATEGY
Electronics are increasingly the conduit through which people engage with the world around them. The latest advances, all inevitably connected to the internet, show the way to all marketers.
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But what does innovation in personal technology mean to increase sales? It fundamentally means that every salesperson needs to evolve along with their audiences.
It's less about new gadgets and more about how people prefer to spend their time.
For marketers, this means that the channels and approaches available to connect with tech-savvy audiences are expanding and transforming.
Brands, of products or services of any industry, that are not able to keep up with the habits of technology consumption, will not last long.
In this context, at GROU we identify four major trends in consumer electronics that are guiding the way of marketing at this time:
- TECHNOLOGY IS (REALLY) PERSONAL
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Wearables like fitness bands, smart watches, glasses, and even "smart clothes" are growing in popularity and sophistication, allowing people to control everything.
In the same way that the data captured by these devices influences decision-making for consumers, it can also help brands refine their digital marketing strategy based on the behaviors of their audiences.
Making these experiences even more personal on new devices will extend marketers' ability to deliver the most relevant messages, at the right time, and in the right place.
- EVERYTHING IS CONNECTED
Smart cars. Smart thermostats. Smart gadgets. Smart pet monitors. The technology is proven that practically anything in the house (or on the patio, or at the entrance) can be connected online.
It is clear that the "Internet of things" continues to expand its reach.
As consumers begin to adopt web-enabled technologies that help them organize and automate many aspects of their home and everyday life, sellers of consumer goods should take note.
Connectivity opens the door to services such as auto-replenishment and mobile alerts app that cultivate loyalty sales.
- THE AGE OF DIGITIZATION "TV STYLE"
The hardware for TV seems to occupy a secondary place to the contents and services this year. But do not believe this so much.
While everyone has waited a long time for digital to cannibalize traditional TV, the industry has been busy innovating and embracing the role of connectivity in viewer habits.
This is the beginning of what some speculated would take years: the total digitization of TV.
But, it is happening now, the full spectrum of online television and the unlocking of behavioral perception data beyond age and gender has huge implications for marketers.
Automated data and strategies will allow marketers to reach and engage their target audience with much more precision in environments similar to those that for decades could only be traditional television.
- EVERYTHING REVOLVES AROUND DATA
The information available on consumer behavior, digital media consumption habits and campaign performance has the potential to shape merchandising like never before, affecting everything from how inventory is purchased to Ads for message development and even creative execution.
With data coming in for brands from every imaginable direction and a wide variety of consumer devices, three issues are critical to consider in your sales strategy: ownership, accessibility, and monetization.
Blocking data in "walled gardens", or handing over control to third parties, decreases its value.
Marketers must be able to analyze all the data generated by campaigns, monitored by sensors and captured by devices in a comprehensive manner - across all channels - so that they can make the best possible decisions about the messages they create, the media they they use and the audiences they involve.