November 13, 2017

How the iPhone X could change brand marketing


Facial recognition  -  it's not about you unlocking your phone, it's about your phone unlocking you. For marketers, this could represent a watershed era.

While the key feature is a security function - unlocking your phone - a mass consumer device that can recognize faces is clearly a powerful technology with potentially vast implications.

By some estimates, 90% of personal communication is nonverbal. Regardless of the math, it's clear we lose a ton of signals in digital communication because we don't understand the nonverbal cues of the person on the other side of the screen. We've been using emojis and LOLs to make up for not being able to share emotion in our digital interactions.

For anyone in the communication business, genuinely understanding the customer is the difference between a good experience that leads to trust and loyalty, and a bad experience that leads to long-term brand rejection. In the future, good brands could be even better if marketers can obtain real-time measurements of how a given experience is affecting a customer, and react dynamically.

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