Many talk about the interesting trends in economies driven by consumerism – with the rise of consumer spending on domestic products and services, fueled by growing population and higher wage earners across many of world’s growth markets.
Couple this with the rise of Connected Consumers – those living a digital lifestyle who expect to be able to run their lives through a smart phone and will quickly (and publicly) comment on the value of your brand when you fail to support them in doing so. Suddenly we find ourselves in an age where the Connected Consumer is King.
Many industries today are changing at such a rapid pace, experts are struggling to keep up. Advertising is one such industry. Television is no longer the premier medium to get your message to market. Companies need to engage and address the needs and interests of the consumer or risk becoming irrelevant.
Today, marketing is less about the one-to-many, and more about the one-to-one – it’s not about talking to- but with- the consumer. Companies that thrive today have successfully moved to more pervasive, personalised marketing campaigns by tapping into the growth of smart phones and social media
And yet, as I sit in my state-of-the-art A380 headed for Dubai, one of the most innovative cities in the world, I am watching the same advertisement for Shangri-La Hotels that I’ve seen on every flight this year, before every movie I’ve watched, being shown to every passenger on every flight for this carrier.
Spending a summer break working the International Motor Show, I was privy to getting up close and personal with the many concept cars on display. Sleek lines, spectacular colors, racing stripes…everything you could want in a car. Until you popped the hood that is, and saw the cheap, far-from-powerful engine that can barely reach 15kmph underneath.
As the daughter of a car racing driver, I am proud to say I have never purchased a car without popping the hood and evaluating the engine that is responsible for getting me where I want to go. Unfortunately, I can’t say the same about technology. When it comes to analytics, how many of us have been guilty of buying the concept, and dismissing the need for the car?
Who didn’t want to be a Superhero growing up? For me, it was She-ra, Princess of Power! And for one brief fancy dress ball I did in fact carry a sword and fight my arch nemesis, Katra.
Whilst many of us never had the super powers required to be the next Spiderman, with the help of IBM predictive analytics, a select group have found innovative and unique ways to reduce crime and make the streets a safer place.
Flick switch up. Light goes on. Flick switch down. Light goes off. Flick switch up. Light goes on….and so it continues. This is how my four year old influences the energy market, completely unaware of the growing list of companies competing to charge me for the energy she is so eagerly consuming.
Since the 1980s, Governments throughout the world have embarked on the process of deregulating all- or part- of their energy networks in an effort to improve the quality and service of energy delivered to consumers, and provide transparency of power pricing. I’ve worked with customers that operate throughout the electricity supply chain – Generators, Distributors & Retailers – but none interest me more so than those termed “Gen-tailers”, that is, companies that both generate electricity and sell it to the consumer.