Marketing To Robots: Why CMOs Need To Start Thinking About Business To Robot To Consumer (B2R2C)
Marketing is changing as voice assistants, Artificial Intelligence (AI), drones, and digital avatars become the gatekeepers between brands and consumers. In this new age of technology, CMOs will have to rethink their strategies for creating winning brands. To prepare for the future, marketers and CMOs need to think how to market not just to people but to the robots who make decisions for them.
When robots deliver our food, cook our food, and take care of us, will brands need to reach the consumer via those robots?
According to Kim Bates, Chief Futurist at Faith Popcorn’s Brain Reserve, “The customer journey of the future will begin to emerge as Business to Robot to Consumer (B2R2C).” This will all begin within the comfort of our homes.
Today, robots are already engaging with customers on a personal level. Bots can qualify leads, personalize user experiences to create custom ads, simplify the purchase process, and even help customers shop and style themselves. For instance, H&M uses a messaging chatbot that helps customers find clothes and outfits using conversation, as if the customer was shopping with a friend. These examples are just a few as to how people already engage with robots.
Lil Miquela is one such virtual being with over 2.3 million followers on Instagram.
McCleary describes the relationship between digital gatekeepers and consumers, “The multiple layers of AI involved in unraveling to keep pace with the sovereigns like Google, Apple, and Microsoft, are exquisite. Marketing in the future is an entire paradigm shift where it's no longer the brand owning the relationship with the customer but rather the personal digital assistant, (and the platform it is run on), owning the relationship.”
Kim Bates says, “For CMOs, brand strategy may remain, but brand activation will forever change. There will be a new set of customers to persuade to consider a product or service.
See the full story here: https://www.forbes.com/sites/cathyhackl/2020/06/14/marketing-to-robots-why-cmos-need-to-start-thinking-about-business-to-robot-to-consumer-b2r2c/#5b7f859721b1