Digital Ad Age
In a data-driven world, brands’ ability to adapt technologically has become the newest barometer of success. This year alone, Levi’s has hosted hackathons, created a Google-powered jacket, and created AI-powered chatbots to help you find the perfect pair of jeans. So when did the 144-year-old denim company become a tech company to boot? Possibly around the same time we began tweeting our pizza orders and ordering our Starbucks remotely. As technology continues to weave itself into our daily lives, brands are learning how to integrate it into the customer experience in meaningful and profitable ways.
Digital transformation joins the list of missions brands have to balance in order to stay ahead of the times and they would be in good company. This digitization trend spans into the luxury sector too, with brands such as LVMH, Sotheby’s, and Rolls Royce embracing the movement. The benefits of tech implementation not only show themselves in the money books, they also lead to happier customers. And we can imagine no better motivator than that.
So how can brands ensure their efforts aren’t empty ones? Perhaps we can take a hint from T-Mobile’s EVP of Marketing and Experience, Nick Drake, who asks these three questions of their digitally driven initiatives: How does it help understand the consumer, how does it serve the consumer, and how does it evolve with the consumer?
Brands have largely answered consumer cravings for personalization. It seems the latest wave is for brands to integrate themselves into the devices and platforms that intersect with consumers’ daily lives in new and innovative ways. Whatever the business sector, we’d all be wise to incorporate more tech-forward features and services into our business plans.
Photo credits: Roya-Ann Miller (top post) and Ari He (bottom post)