CES 2019: On Incidental Loyalty and Autonomous Driving

It won39t surprise anyone to hear that a big point of interest at CES will be voice technology and its integration into new smart devices and appliances But what39s really worth paying attention to are the developments and progress for commerceamp160 At Mindshare we coined the term quotincidental loyaltyquot to refer toamp160a voiceamp160assistant39s tendency to recommend or purchase brands we have purchased beforeamp160 For example when I tell my Amazon Echo quotAlexa buy laundry detergentquot the default product offered to me is the same one that I purchased on Amazon the last time I ran outamp160 However the concept of incidental loyalty is not limited to voice commerce and emerging smart devices and appliances will use much more than audio cues to recommend purchases andamp160autonomously restock our shelvesTake for example the AmazonBasics Microwave released in Septemberamp160 With this product Amazon no longer needs me to tell my Echo when I39m out of popcornamp160 Instead the retail giant can simply keep track of how much popcorn I have purchased versus how many times I use the microwave39s preset timer for popcorn automatically ordering more popcorn just before I eat the last bagamp160 Of course popcorn is only the beginningOther smart devices with incidental loyalty implications include Amazon Echo Show Facebook Portal and Google Home Hubamp160 Some analysts also predict that we39ll see new smart speakers with screens coming from other players on the show flooramp160 If consumers optin then these cameramicrophone combos have the future potential to monitor inhome consumer activity to inform recommendations and purchases based on what they see and hearamp160 Amazon might not need microwave data to know that I need a popcorn refill if I39m using the Echo Show in other ways amp160though marketers would obviously be more excited about this versus consumersEither way be on the lookout for new voice integrations with familiar hardware and appliance developers like Sony and Samsung especially in the traditional speaker soundbaramp160and headphone spaceamp160 Also don39t be surprised if we see new forays into the voiceenabled hardware space from streaming audio platforms like Spotify which has been the subject of such rumors ever since they integrated voice control functionality into their app As consumers grow increasingly comfortable with voice search and commerce expect to see new integrations and hardware from players seeking to position themselves favorably for a future where textbased search and commerce is vulnerable amp160Miguel Mora Associate Director Invention MindshareThe Next Steps for Autonomous DrivingIt39s no secret that auto has played a growing role at CES over the past few yearsamp160 For 2019 CES has over 500 exhibitors listed for quotvehicle technologyquot with everything from infotainment and safety systems to invehicle biometrics connected car technologies and moreamp160 While this will definitely not be the year that autonomous driving comes to the masses companies are using this technology to disrupt industries in other waysamp160 In the last few months aloneVolvo announced its first commercial selfdriving trucks which will be used in miningWalmart and Ford partnered to deliver groceries to your door via selfdriving carsWaymo formerly the Google selfdriving car project launched a driverless taxi service this month in Phoenix Arizona amp8211 though most cars still have safety drivers in the front seatWhat does this mean for marketersamp160 It39s no secret that selfdriving cars have had their share of speedbumps in the past and that consumers are still some time away from owning themamp160 But a number of companies at CES are already planning for a future where drivers and passengers no longer need to pay as close attention to the road where people will have more time to consume media and contentamp160all while in the car and on the goWith the inevitable changes to commuting and mobility behaviors from a location targeting perspectiveamp160marketers will need to define how to communicate with consumers while in the caramp160 Are they in a lean back environment where they can absorb video and longform contentamp160 Or will there be a new form of media with autonomous vehicles in mindamp160 For example Disney and Audi are teasing a collaboration for CES that suggests they39re considering this a quotnew media typequotAnd then there areamp160the breakthroughs to come in 5Gamp160 For example Ericson filed to do an autonomous test drive at CESamp160with its 5G technology Advancements in 5G will help drive reliability and better safety in autonomous cars which is key because perceptions around safety areamp160perhaps the biggest thing holding back consumers right nowamp160 The future of selfdriving may not be here yet but it39s time to start thinking about what role your brand could potentially play Zach Freeman Manager Invention MindshareClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers amp160amp160

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