Apple co-founder Steve Jobs said that innovation separates leaders from followers. Serial entrepreneur Jason Calacanis says, “You have to have a big vision and take very small steps to get there.”
The pace is in dispute, but the need for brands to advance technologies and find new ways to engage with the near always-on wireless user is universal.
But how? And what shape does that take?
“If you have a real specific need for doing it and you think it's going to solve a problem, being an early adopter (of technology) is great,” former JetBlue mobile lead Jonathan Stephen told me in an interview for my new book, “The Art of Mobile Persuasion”. http://artofmobilepersuasion.com
“You are quick to fail and quick to being successful. There are others out there who think this can be an enhancement to an experience and maybe those are the ones who don't necessarily jump on the early bandwagon but they continue to see as the technology improves itself, that they will adapt over time and a lot of the kinks will have been worked out. Best practice would have been created and they would have followed those guidelines.
“It really depends on the position that you're in. If you've got... Read more
Three out of four consumers like it when brands personalize offers and messages, according to the Aberdeen Group. But only 13 percent of companies personalize their mobile experience for users, eConsultancy/Monetate reports.
While that seems like a head-scratch in a time when vegans are still getting meatball sandwich offers, there are reasons why brands aren’t consistently delivering the individualized goods.
“We have to realize how complex that problem is,” Sean Lyons, Global Chief Digital Officer, at international communications firm Havas, told me in an exlusive interview for my new book, The Art of Mobile Persuasion http://www.amazon.com/Art-Mobile-Persuasion-Transforming-Relationship-ebook/dp/B0100RS81K/ref=sr_1_1?ie=UTF8&qid=1434858180&sr=8-1&keywords=art+of+mobile+persuasion.
“Think about how well you know your close friends and how preferences adapt and change over time. Could you predict with great certainty what they may want at a certain moment? Maybe only your closest friends.
“We have really high expectations for the capability to personalize communications but it's a very complicated thing. It's a mix of both a trail of data and also the feeling that I have right now, my mood. That we're not factoring in. There are going to be a lot more mistakes made with personalization, the wrong people targeted. That's part of the evolution of it.”
There is proof that personalization works today. In... Read more