The next revolution is here. We’re going to be forced to design and market one-to-one, whether we’re ready to or not.
Web 2.0 is changing the paradigm - consumers no longer go to your site. You must serve key information up to them. If it can’t be iGoogled, you’re in big trouble. If it ain’t a widget, it ain’t gonna fly. The days of portals are over - think dashboards.
And now Yahoo is rolling out its dynamic smart ads. They can serve up an ad - design, content and offer - based on an individual’s online behavior. And they can extrapolate this behavior to other individuals in order to achieve scale.
It’s time to reinvent your product experience within this new world order - give your consumer what s/he wants, not what you have. Merge product with process and tailor. If you’re a hair care manufacturer, find ways to optimize your product to the person based on hair type, water system (hard or soft), and desired effect. If you’re in insect control, give your consumers widgets that help them better understand their specific needs to the zip code based on climate, breeding patterns, rainfall, etc, and offer products that follow suit. If automakers like Toyota can customize cars like the Scion, why can’t you customize products? If Dell can build to order, why can’t you? If digital enables efficient small batch printing, why can’t you print to order (like Jones)? If Pandora enables brands to program music based on their essence and consumer mood, why aren’t you customizing media?
It’s time to reinvent marketing. All around me. And you. And her. And him.
Are you ready?
