Think of an advertisement in the newspaper, a banner online, in a TV commercial. And forget it. Let by mass advertising and imagine a world in which billboard on the street will turn to you personally , yes to you, picking up your mood and suggesting the right product at the right time .
What today may seem like science fiction could become reality in just 12 months, at least to hear the Centre for Future Studies, university of Kent, UK, announcing the appearance, scheduled for next year, a new way of doing advertising: the gladvertising .
will consist of billboards Digital can identify the expressions and moods of consumers through emotional recognition software, connect via mobile social networking profiles and react to certain situations with personalized messages .
A new lever available to the relationship marketing, which seeks to establish and strengthen the bond between a brand and its target, creating opportunities for involvement. Where better to
billboard 3D "empathic" , able to restore messages that focus on your interests? Or cuddle mood in the days of gray, giving him chocolates in a convenient form or a relaxing holiday in Caribbean Sea.
By 2015 the revolution will be full of gladvertising reality: while waiting for the bus, the bus shelter will suggest the convenience of a car-sharing service, or if it starts raining, the panels will project holographic Ballet Singing In The Rain, with Gene Kelly testimonial of a line of umbrellas.
Similarly, u n'affissione could "talk" with our smartphone , find us as we approach our silhouette to overlap and physical views of the top model, making us pull out on the facades of buildings. And the marketing would provide new tools for affiliation, introducendo, ad esempio, giochi interattivi sulle vetrine dei punti vendita : di passaggio di fronte a Footlocker, potremmo essere coinvolti in una gara di rigori. Al vincitore, uno sconto sull’acquisto del suo prossimo paio di scarpe da calcio, inviato sotto forma di coupon digitale al suo cellulare collegato via bluetooth.
Ma i paladini della privacy invitano alla cautela , avanzando il timore che il potenziamento di questi software possa limitare la nostra libertà : basterà transitare davanti a queste affissioni interattive per vederci “derubati” dei nostri dati sensibili? Quei monitor evoluti si prenderanno anche i nostri desideri? Arrivano pronte le risposte rassicuranti dalla Nec, The electronics giant has already launched its first models in Japan believe that the system does not store images but only the results analyzed, such as age of the passers and their gender. The revolution of
gladvertising suggests a new marketing mix recipe, which blends centrality of the consumer, messages tailored experiential contents highly emotional. Everything mixed and enhanced by a technology increasingly sensitive, humanized, interactive.
Smile to the panel and the panel will smile.
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