How can we expect to see triggered content utilized in the future?
With the predictive always-on approach that is being powered by machine learning and fueled by cognitive spaces, places and things, triggered content will soon be “utilized” by the majority of smart phone owners, even if they are unaware. The most successful deployments of triggered content will look beyond utilization and ground their content in a human-centric approach that delivers both to an anticipated need and a delightful experience.
From back-of-house employee empowerment for more personalized sales experiences to contextual content that is delivered to a customer predictively, this approach to content will be delivered with such personalization and context that the triggers will become transparent and expected around areas that matter most to the individual, business, object and activity (i.e. Home, Retail, Work, Travel, Hospitality, etc.).
The technologies and networks that are supporting this shift are now being applied to spaces, devices, applications and a new economy of connectivity that is driven by our obsession with personalization, efficiency and the adoption of emerging technologies.
As an industry, we should shift our broadcast lens towards a more behavioral one where hyper-personalization will deliver reward beyond a buy. Brian O’Kelley, CEO of AppNexus, said it perfectly in the recent AdAge article, Programmatic Advertising is Dead: “…programmatic is an obsolescent technology built for the one-dimensional and monolithic internet of Eudora and Netscape. It’s wholly inadequate for the dynamic ecosystem of music and video streaming, interactive gaming, app stores, the “internet of Things,” GPS, cloud cognitive software and virtual reality.”
As I see it, almost every moment could (not should) have a trigger… we just need to be cautious of how often it is pulled.