La centralità del cliente vince sull’innovazione

AICEX: la centralità delle persone si sposa più con il design, l’usabilità, gli spazi fisici e il buon senso piuttosto che con algoritmi e robot. Ecco perchè l’intelligenza artificiale sarà vincente solo se utilizzata a servizio delle persone.

Innovation might be the buzzword on everyone’s lips but customer and design centricity is what will win the day with customers according to Gartner.

This is despite innovation diving in hard, with chatbots and artificial intelligence joining the fray.

Part of it is getting more return on investment (ROI) from their research and development dollars claimed Brian Prentice, vice president, research, Gartner.

“Organisations that are more design centric appear to be more innovative than the R&D dollars they spend. Apple for example, spends a fraction of R&D compared to Samsung, but their market capitalisation is higher and they seem to have a higher degree of customer satisfaction and loyalty than Samsung does,” said Prentice. Continua a leggere “La centralità del cliente vince sull’innovazione”

Forbes: 11 utilizzi creativi della Realtà Aumentata nel Marketing

AICEX: 11 persone per 11 interessanti punti di vista.

Augmented reality is quickly becoming one of the hottest trends in the marketing and advertising industries, recognized as an innovative and creative way of connecting with customers and increasing engagement. The technology has significantly grown in popularity over the last few years, and the AR market is expected to continue this trend; it’s projected to reach $117.4 billion by 2022, as indicated by Markets and Markets research.

Giving advertisers and marketers an opportunity to create innovative campaigns that integrate the digital world into the real world, AR is popular with a wide range of consumers, from children and tech-savvy millennials to baby boomers – basically, anyone owning a smartphone.

Below, 11 Forbes Agency Council members discuss the different ways in which augmented reality can be used creatively in the marketing and advertising industries.

All photos courtesy of individual Forbes Agency Council members.

From Snapchat filters to Pokemon Go, augmented reality techniques are gaining traction.

Continua a leggere “Forbes: 11 utilizzi creativi della Realtà Aumentata nel Marketing”

The Guardian: Ecco perché l’innovazione non è sempre la scelta migliore

Could employing staff on checkouts turn out to be a key point of difference for supermarkets? Photograph: Bloomberg via Getty Images

AICEX SUMMARY: “Consumers are reacting against the dehumanisation of experiences and increasingly will want to find a person on the other end of the line”. // “As we’re increasingly becoming more and more technology-obsessed, many business leaders have come to the false conclusion that technology should lead their brands”.

As study after study predicts huge swaths of jobs will be wiped out by automation in the coming decades, there’s one factor that might just throw a spanner in the works of the robot workforce takeover: the marketing power of brand human.

Just as Fair Trade and organic branding initiatives have convinced consumers to pay a higher price for products and services that might not be produced in the most coldly efficient way possible, businesses are realising the potential to carve out a niche in the face of growing disenchantment with the rise of the machines.

Marketers have identified a range of branding benefits to retaining human talent in the face of cheaper and more efficient automated alternatives – from the ethical glow of providing employment for communities to the customer relationship-building potential of human interaction.

Continua a leggere “The Guardian: Ecco perché l’innovazione non è sempre la scelta migliore”