That ‘smart web’ is now getting very real with virtual personal assistants by our side all of the time, gently poking us to do what we wanted to do anyways. Well, we came up with web 3.0, or ‘the smart web’. In the early 2000s, when web 2.0 became hot (the tsunami of social media and user-generated content still had to happen!), some were already contemplating about what would be next. It’s time to do away with generic messages and become a real companion of your customer. Apps today can capture masses of contextual data, which can be used to deliver personalized interactions to smartphone users everywhere. It may not all be fully integrated yet, but much more is possible. Sensory-driven fusion platforms that can make predictions in real-time are already available. We may very well see that the next big tech battle – after the browser wars and the OS wars – centers around the personal e-assistant.īut marketers don’t have to wait for the big players to turn their beta assistants into fully launched services. It all starts to become blurry as it blends into a single customer experience which, at least for the very near future, is going to be driven by the smartphone. Many big players are working on personal assistants (Google with Google Now, Apple with Siri, Microsoft with Cortana, Facebook with M), and that’s sensible, because, increasingly, we don’t consider apps or websites or shops or whatever. The future of marketing: the contextualized personal e-assistant This must be what marketing heaven looks like. No masses of ads, no irrelevancy, no irritation anymore. Imagine that: people that are actually missing (i.e. They will be embraced by the consumer and, at some point, people will no longer want to miss out on them. When ‘ads’ deliver real contextual value, they will no longer be blocked or ignored. And as you went to see an action movie last week, this time it is advised to change genre in order to keep the peace in your relationship.
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