As 2014 comes to a close in a rapidly-evolving industry, the year ahead looks as dynamic as ever for marketers.
Nick Rappolt, chief executive officer of experience design agency Beyond, looks ahead to three of the marketing trends with the biggest business potential.
Sensors will be pivotal for proactive marketing
Soon, we will find sensors in everything from smart watches to patches on our skin, gathering data on heart rate, sweat composition and body temperature in real time.
In 2015, brands will tap into this sensor-gathered data to add real value, building loyalty by helping consumers make better decisions based on the analysis of their behaviour.
Healthcare is the most obvious area in which such technology will improve customer relationships, with increasingly intelligent apps able to detect health problems early and change lives.
Gartner predicts that by 2017 smartphone sensors will reduce the costs of diabetic care by 10%, while by 2020, wireless health monitoring technology will increase life expectancy in the developed world by six months.
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