The cognitive era is here and machines will be increasingly trusted to not only collect and analyze data, but help us make our decisions. As marketers, the decisions cognitive computers make for us may not be life or death, but they will have profound effects on how our consumer audience discovers products and makes purchasing decisions. We must learn when to trust the machines (or not) and prepare for the cognitive era.
Brand building is typically viewed as part of a long-term engagement. Organizations, and their internal, agency, or consultant teams invest in a discovery (typically through an agency briefing process), a visual exploration or moodboard, and a brand and identity strategy that culminates into a ‘big idea’ campaign with brand guidelines, strategic planning, a website, a communications plan, and media buying.
While these artifacts are incredibly valuable, and necessary, a design sprint offers immediate clarity that can then be used as a creative springboard into other key deliverables. We’ve had great luck ‘cracking’ big idea programs in single sprints that have lead to multi-year campaigns that attack various business challenges. It’s ultimately all about transforming brands with velocity and allowing the sprint to act as a rally cry that connects people from multiple departments and points them towards what’s next.
Just as personalization made customization look trite, smart(er) AI powered by machine learning and natural language processing (NLP) engines is poised to replace the personalized with the predicted in our user experience.
Empowered by machine learning and natural language processing we can distill the unprecedented amount of consumer behavioral data now available to form predictive analytics that can begin to make sense of today’s fragmented consumer journey. When paired with advances in automation technology, these predictive analytics allow us to deliver tailored consumer experiences in real-time that put the personalized to shame.
Agencies and brands alike must remember that if either side doesn’t invest the time and resources necessary into the relationship, it will fail— inputs drive outputs.
Marketers handicapped by primitive tracking tools and outdated legacy technologies are wasting time and money, and most of all, data. Great data. Not buzzword “big data,” but real data that can and should change how they optimize every campaign and marketing initiative. Don’t be one of them.
Legacy, “analog” organizations are scared — and for a good reason. After all, a meteor of rapid digital change is barreling towards them threatening to destroy everything they’ve built.
But fear not, organizational stakeholder, because it is not technological advancement that wins the digital transformation arms race: It’s an understanding of your consumer.
True digital transformation lies at the intersection of human psychology and tech where the experience of your customer is all that matters.