Tag Archives: mobile technology


Mobile 1 to 1– is No. 1

Big data technology keeps giving brands more and more personal information about YOU. The rise of technologies available to brands keeps enabling each brand to know intimate details about consumer behaviors. These technologies deliver opportunities to create more personal, 1 to 1 customer experiences (PCX) that will hopefully earn loyalty from customers, not only for their own satisfaction, but also for giving recommendations to others.

What would now be the brand’s strategy for PCX? It is being reported that there is a billion-dollar market for advertising sales on mobile videos. Major wireless carriers will be selling personalized ads that can target 1 to 1 with advanced Web videos. Digital PCX will also help retailers improve their omni-channel blend between digital, mobile and physical — “brick and mortar”– in innovative ways.

Drawing by Art Winters
Drawing by Art Winters

What does this all mean for the future of PCX? Is the future of media all about our mobile devices? This rapidly advancing mobile age has certainly created remarkable omni-channel experiences for consumers everywhere in the world, from obtaining instant news, entertainment, to shopping options galore. The interaction that must now be an essential factor for developing strategic PCX is and will continue to be mobile.

With the newest mobile technology in the hands of the customer, retailers are increasing their use of mobile devices to enhance the in-store sales associates’ ability to better serve their customers face-to-face. Whether it is to check prices of competitors; expand the inventory beyond what the store can or does carry; read reviews; arrange for special ordering and shipping; and even to geotarget customers with special and relevant offers as they move through the store.

A newer app option to explore is the concept for visual searching – photographing an item seen on someone while in the street and asking the retailer what they have that is similar.


Both the brand and retailer’s mission is to help the customer enjoy the shopping experience and deepen the relationship between them.

What new PCX technologies have you experienced and enjoyed?

Arthur & Peggy Winters co-teach SXB 200 Brand Marketing Communications for Image & Meaning and SXR 050 Intro to Branding: The Art of Customer Bonding.

The New Role of Market Research

Today’s guest blogger is Dev Das, Founder of Expleo Insight, a consulting and market research company specializing in emerging biotech and pharma (see bio below).  Dev has several years of experience in big pharma as well as running his own business so he understands the challenges and needs on both sides of the market research equation.
Trying to compete in an increasingly competitive market with fewer resources?  It’s become the name of the game these days for most companies, both large and small.  Startup companies have always been resource constrained due to tight budgets. Now, with a glut of choices and minimal differentiation, mid and larger sized companies are also feeling the pinch.  
And as large companies, as well, struggle to keep growing profitably, there is an urgent need for more operating efficiencies.  Success now lies in being more flexible, agile and efficient than others.
The rapid advances in technology and telecommunications have provided a plethora of options to tap into as companies grapple with growth and differentiation.  They have also created the need for a new type of market researcher.  This new strategic market researcher can no longer solely rely on methods from the past.  They will need to be open to piloting and experimenting with new approaches, and with how to channel the flood of new data and technology into actionable strategic insights.  
A big challenge and opportunity lies ahead of us as market researchers … 
can we harness the power of our new options in crowdsourcing, mobile technology, social media and big data spaces, to provide the insights we seek WITHOUT being inundated with more data dumps and analysis paralysis, or in plain English, too much information with only a small percentage being useful.
Dev Das has a  20+ year career which has spanned the biotech, pharmaceutical, and consumer packaged goods industries.   Immediately prior to creating Expleo Insight, Dev built the Strategic Insights & Analytics function in Auxilium Pharmaceuticals.  As Group Director, he successfully managed the market research, analytics/forecasting, and competitive intelligence needs for the company portfolio.  Prior to Auxilium, Dev led the market research efforts for several early and late-stage opportunities within Virology, Immunology, and Cardiovascular/Metabolics areas at Bristol-Myers Squibb.  Dev started his career in the Consumer Packaged Goods industry with market leaders, Procter & Gamble and Kraft Foods, which gave him a solid foundation of the underlying principles of effective marketing.
Dev’s educational background includes a BS from the Indian Institute of Technology in Mumbai and an MBA from the Case Western Reserve University.  He is currently pursuing a doctorate at the Pace University.