Month: September 2018

Categories
News

Apple Special Event – Support For NFC Without Third Party Apps Is Huge

 

Hidden away in the countless announcements during the latest Apple special event was some news in relation to NFC.

Apple has already declared support for third-party application to read NFC technology. But these latest announcements offers support that is more closely aligned with iOS.

Users were previously required to launch a third party app to read NFC tags. The latest Apple NFC update means that new models will be able to read tags in the background. This allows users to simply walk up to an NFC tag, wake the screen and the device will read the tag.

This will materialise in the form of a notification on the home screen, or in the feed if the phone is unlocked. Tapping this notification will automatically take the user to the correct app for the NFC function. This provides a simpler way for those who struggled to understand how to use NFC to get the most from the technology.

 

What does Apple’s latest NFC update mean?

At Tamoco we’ve always taken a sensor agnostic approach when deciding which proximity sensors to support on our network. Tamoco’s long-term support for multiple proximity sensors is further validated by the announcement.

The ways that consumers interact with the physical world is always changing. By supporting multiple sensor types Tamoco provides support for clients to bridge the gap between the digital and physical worlds.

The latest update in the NFC provides fantastic benefits when working with Tamoco, including:

 

More interactivity with NFC

The most obvious benefit for those interested in consumer engagement via NFC is the potential to interact seamlessly with NFC in the real world.

In the past iOS users have been required to download a third party app to use NFC. This provides a huge barrier to interaction.

With this update, Apple has removed this obstacle and this provides brands with the opportunity to reach more people, more often with NFC campaigns.

Whilst this will only be available for Apple’s newest range of devices, this still presents a great opportunity to create a more interactive experience for consumers.

 

Direct access into the notification feed

Support allows the NFC tag to be read and display a notification to the user. These notification dialogues use part of the native iOS notification system. This is a great way to reach users in a trusting and powerful way.

A user gets the opportunity to tap the notification and the device will head to the right app, depending on the content type.

This means that brands can offer consumers multiple types of media and be sure that the experience is seamless on an iOS device.

This provides a powerful, direct and interactive channel in which to reach consumers with relevant content.

 

Better opportunity for users to connect with the physical word

The announcement shows how far the link between physical and digital has come. Apple has realised that consumers want their digital devices to connect to the real world around them.

They want this connection to be simple and quick. NFC has always provided this opportunity, but the developments mean that this connection is now available at scale.

NFC carries huge potential as it has already been adopted in the payment and travel spaces. It seems like this new announcement will have a large impact and will be pivotal in the way that users can use their devices to connect with what is around them.

 

About Tamoco and NFC

Tamoco is the leading sensor driven location company. We help businesses to reach consumers based on context and provide extensive support across a wide range of technology. Our aim is to provide the content to consumers in the right moment and providing the vital link between the digital and physical worlds.

To find out more about what you can do with NFC and Tamoco’s powerful network, please get in touch with one of our campaign managers.

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Categories
News

The Digital Marketing Trends To Look Out For At DMEXCO 2019

Europe’s largest digital marketing conference begins this week. Around 40,000 brand innovators, ad tech masters, digital marketers and everything in-between will convene in Cologne for DMEXCO 2019.

To get ready we will be looking at the key digital marketing trends that will define the conference. 

 

GDPR is still on the agenda

Whilst the 25th of May seems a long way back, It’s still difficult to avoid this topic at the moment. There’s still a large amount of the digital marketing space that is uncertain about GDPR and what it means for their business.

The industry is beginning to accept the responsibility that comes with the digitalization of the marketing space. Many companies are talking more about transparency and privacy. They have shifted to make these ideals fundamental to their company operations. 

Getting the balance right between privacy and relevant, personal marketing is the challenge. The digital marketing industry needs to win the argument on privacy. To do this it needs to explain the true value that using personal data can provide for the consumer. It must do this whilst developing a trusted relationship with customers regarding data. 

At DMEXCO 2019 expect GDPR to still be front and centre. It will still be the elephant in the room for many talks and sessions. We hope that more discussions on the topic will focus on what the industry has learned.  As well as this we want to see best practices for companies to make the most out of the legislation. 

Personalisation is still what consumers want

More and more consumers are aware that brands are using their data. After the introduction of GDPR and an increased number of data breaches they expect this data to be used to provide high value, improved and highly personal experiences. 

Consumers want a personalised experience. Brands are moving towards this but there’s still a way to go. Many consumers are still finding a majority of their brand experiences are falling short of the mark. 

At DMEXCO 2019 expect to see personalisation take centre stage. We hope to hear valuable lessons on how leaders are getting it right.

There will still be conversation around the nature of generating data for this purpose. But expect more focus to be on how to use the data more effectively. Look out for discussion on how new data types can be used to create memorable, personalised consumer experiences. 

 

AI and automation is now everywhere

Consumers are demanding instant responses from the brands that they interact with. The best brands are starting to engage with their customers automatically. These brands have drastically reduced the time between a customer touch point and the desired result. 

The companies that are succeeding in this space are the ones that are experimenting with AI. They are using technology to automate their response to consumers at every point of the consumer journey. 

Treating customers on a one to one basis and providing an omnichannel experience is top of many brands wish list. Some are even getting this right already with the increasing presence of AI, chatbots and other automation tools. 

Technology in this area is advancing extremely quickly. The top brands are learning how to utilize this tech to identify customer needs. It’s being used to process huge amounts of data and turn this into actionable insights. 

Expect there to be many discussions around AI, automation and it’s ability to put the customer at the centre of the brand experience. 

 

Data is increasingly important to achieve digital marketing goals

Many companies are using data effectively in their digital marketing. The relationship between consumer data and consumer needs is more in focus than it has been in previous years. 

The potential of data in digital marketing is huge. Brands realise this but often struggle to maximize this potential. 

To do more with data companies will need to be smarter about how they source their data and be much better at turning the data into actionable insights.

Expect many workshops and talks that look to explain how to use data effectively. Learn about new data sets and how your organization can use these to meet its goals.

DMEXCO 2019

These are the main digital marketing trends that will be aired at the conference. Digital marketing in 2019 seems to be focusing on how to get the right balance between privacy and providing true value for the consumer. 

For all your data and personalisation needs, speak to Tamoco. We’ll be DMEXCO and would love to hear your take on the biggest challenges facing digital marketers. 

 

Categories
Data

Big Data And Big Brands – Why Data Is The New Brand

Big data brands

The modern brand faces many challenges. In today’s world consumers exist in multiple locations, across many devices and they have different expectations of what a brand should be.

The modern consumer has set the bar pretty high. Brands need to keep up with consumer’s fast-changing needs and desires.

From personalization to the user interface, the consumer has demanded that brands can adapt and communicate with each consumer on an individual level.

Information should be the heart and soul of a brand. Big data is helping to achieve these goals and create a new kind of brand.

In this way, data is becoming the new brand.

Why is big data important?

Most brands realise that data is important to the success of their business. But the brands that are really at the forefront of the digital revolution are the ones that have learned how to make the most of this data.

Placing data at the centre of business strategy is more important than ever. As the competition gets smarter, those that can find a way to utilize the data that is generated from the modern world will be the ones that succeed.

 

Why is data the new brand – big data applications

Big data and personalization

Data is the new personalization. The best brands know exactly what their customers want. They know when they want it. They know how they want it.

The thing is this isn’t guesswork. These brands are delivering personalization with information. Big data and personalized messaging form part of any successful brand strategy.

These brands have a method of generating data from their customers. They are effective in managing this data. And finally, they are efficient in using this data to understand customer success.

 

How does data inform personalization?

Big data personalization is being utilized by more and more brands. It involves using consumer-generated data to understand behaviour. The brands that are doing this best utilise multiple data sets in order to deliver engaging and personal experiences to customers.

 

Big data and product development

Developing products is hard. Data helps to generate product ideas by helping to illustrate how the customer actually use a brand’s product.

Brands that get product development right are using information to inform their process. They are using data in product rollouts and how new features are used to inform future product development.

These metrics can be more than just simple usage data. The explosion of different data types has provided much better insights into how customer use a product.

Powerful data mapping techniques are being used to map new datasets over existing data sources to provide even more insight to product designers. It’s not just about when and how much the customer interacts with the brand.

It’s now about looking at where and why customers use a product or interact with your brand. The top brands are using this data to inform their decision making. Extra datasets, such as location can give far more insights into how your product is being used.

 

Big data and business intelligence

Implementing a data strategy has had a wide-ranging positive impact outside of the marketing and product departments.

Data is helping brands to become predictive instead of reactive to consumer trends. The leading brands don’t just understand what their customers want, they can identify these earlier than ever before. All thanks to data.

In verticals such as retail, analytics data can be crucial. Becoming a digital-first brand involves using actionable data to gain a competitive advantage.

New data sets are helping brands to fill in the gaps. Especially in industries that have traditionally been slow to gather consumer data.

Business intelligence is now fuelled by data sets such as purchase data, location data and IoT data, amongst others.

The financial sector is using data sets such as location to predict the earnings and ultimately the financial success of brands. So why can’t brands use the same data to inform their strategy?

These data sets can be instrumental in helping brand management plan intelligently. Big data can help predict where to open new stores. They can help understand what consumers want and help find where these customers will be in the future. As well as this big data can be used across a brands marketing arsenal, from targeting to SEO tactics. You could even get yourself a UK SEO consultant to implement these. Even when using the big tools (such as BuzzSumo) there are many great free BuzzSumo alternatives to help with these tactics. 

Using data as a competitive advantage should be a fundamental part of any brand’s strategy.

 

Brands and big data examples

Many brands come to mind when you think of big data. What do all of these brands have in common? They understand the value of different datasets. They use the data effectively

 

Netflix

Netflix has understood the benefits of data from the very beginning. A user’s viewing history is used to suggest new content in real time. It’s used to recommend new shows and it’s used to do this at the right moment.

Netflix uses data and analytics to understand what it’s users want to watch. This data is also used to predict trends and it’s used to commission new original content. This is an example of using data sets to become a predictive brand.

 

Hedge funds

The investment space is quick to realise the impact that data can have. This is an industry that lives and dies by its ability to predict the trends of huge amounts of people and the businesses that they interact with.

The sheer quantity of data is not all of the story. Getting the right data is more important. Hedge funds have seen some success by utilising data sets that aren’t commonly used. These are useful as they can provide insights that have previously been unattainable.

A great example of this is location data. Accurately mapping footfall and visits with location data can give a new insight into the offline world – a place where large-scale macro trends have been difficult to pin down.

Using these insights to predict financial trends can give financial companies the edge.

 

Conclusion – data is the new brand

As a brand you need to ask yourself – Is there a better kind of data that can help to inform your needs. You need to be sure that you can use data quickly and effectively.

Data is instrumental in the process of personalization, building great products and gaining business intelligence.

If you want to be a smart brand that can understand and predicts what the consumer wants you need data. If you want to deliver this in a personal and engaging way you need data. If this is what you aspire to then you will eventually arrive at big data. That’s why data is the new brand.