Do you imagine offering to each of your customers what they want because you know them, not only what they buy or what they remember doing, but what they actually do, what they like or even what they think about you, your competitors and the rest of the contents and brands they interactive with day by day?
That’s what cognitive marketing promise to achieve: overcome conventional marketing strategies to link customer desires with advertising patterns in order to improve sales and the relationship between users and brands. How can we get that level of user knowledge? Processing Big Data to discover behaviour patterns that let us predict future habits. This way, we see that predictive marketing lead us to cognitive marketing.
Multiple research techniques are currently used to understand consumers, their motivations, interests and attitudes. However, most of these methodologies, based on declarative information, cannot respond to market questions as they are based on a fragile and unreliable resource: consumer memory.
Why should you design eye-catching banners with catchy slogans to draw attention while you can anticipate to your customers and know what they will want and at what time because you know each step they take daily?
As a professional, cognitive marketing allow you to outstrip the old idea of identify people to identify with user’s mind in a saturated and highly competitive market substracting data beyond cookies tracking to start working with real personas and IDs.
There wasn’t any metrics o measure tools to make a following of our users so deeply to get inside their heads and anticipate their movements until a couple of years ago, but nowadays mobile technology has achieved a very high penetration in the population and its integration in our daily life has had a heavy effect on the modification of our lifestyles and the way we live, work and even learn (Ling, 2012). This context has created hyperconnected consumers for whom their smartphones turn out to be the most personal element and a gateway to the world, and also the key to understand them and to get real behavioural data.
Understanding this new environment that has evolved to the so-called “mobile revolution” and in order to improve consumer awareness, Smartme Analytics has developed a technology that allows to capture the information of use of the device when its installed on any smartphone. Smartme Analytics gets 7×24 real data from all consumer interactions with the mobile. This means millions and millions of valuable data, taken directly from the mobile device, directly and automatically, useful to know more deeply the consumer today.
This usage information is processed using data science techniques and following a rigorous methodology of psychographic analysis designed by Smartme Analytics, which allows consumers to categorize according to the type of mobile applications they use and the usage intensity. Thereby, the mobile phone usage passive monitoring makes possible to know the interests and lifestyle of the consumers, and also to understand the different typologies of consumers that exist, providing the market valuable information to design successful predictive marketing strategies.
Smartme Analytics’ know-how allow us to explain how conjunction of technology and science can lead to insights related to the current consumer, their interests and lifestyle and how to add value and improve the relationship between consumers and brands, in order to create effective campaigns and focus marketing strategies to transform cognitive marketing into personal marketing.
Key takeaways:
–Cognitive marketing is the next unavoidable step in sales techniques, and companies that don’t bet on it will be out of play in a short time.
-Smartme Analytics has developed a technology to capture real information of users’ smartphones and an interactive dashboard where you can filter customers data (age, gender, mobile application, vertical industry…) in order to get insights and discover marketing patterns.
