Did you ever wonder what it would be like to own a car like KITT from the “Knight Rider” TV series? It would come standard with the most advanced navigation system to date and wouldn’t require safety features like anti-theft devices.
Back in 1982, the “smart car” from “Knight Rider” was just fiction, but in 2014, it’s now quickly becoming a reality.
With the rise of the Internet of Things, wearable tech and other technological innovations like the humanoid robot, Pepper, these works of fiction no longer seem far-fetched. Technology is becoming increasingly humanly relevant by being perceptive and intuitive instead of simply serviceable and receptive.
Most prominently championing the possibilities of perceptive media is the research and development team at the BBC. According to Ian Forrester, a senior developer for the BBC, “Perceptive media takes narrative back to something more aligned to a storyteller and an audience around a campfire.”
In a nutshell, perceptive media provides feedback and adapts instinctively based on information gathered from each user, e.g., body language, environment and sounds. This is similar to how KITT’s “Voice Stress Analyzer” processes voices to determine if someone may be lying.
The website “Breaking Out” hints at the type of interaction one can expect by demonstrating an Artificial Intelligence elevator that has specific conversations with the user of the lift. In telling a story, the AI will pick up not only your location but also weather, date, news, active social networks and other elements that could potentially affect the narrative.
Perceptive media could have a huge impact on how we tell our brand story because it intuitively tailors media interaction and content based on the user’s state of mind and context.
In his blog on Forrester Research, Anthony Mullen writes, “The future of marketing is [better] context.” He goes on to say that “Smartphones and wearable tech are the Trojan horse for opening up real-time context. The availability of real-time [or near real-time] data has become a flood. Signals from consumers do not solely come from keyboard clicks and thumbs on virtual keypads with methods of obtaining data from the physical world expanding through sensors, video and audio technologies. Smartphones and wearables are the Trojan horse for bringing this new data to brands, with the new Samsung S4 smartphone having nine built-in sensors, and Google Glass a staggering 13. These devices bring more environmental and emotional real-time data about location, orientation, movement, temperature, humidity, light levels and other golden cues to help remotely view a moment.”
Add to that the possibilities of knowing what the user is doing with his “smart” device and how he or she is reacting to content, and a whole new world of involvement (context) possibilities come to light.
According to a new report by Pew Research Center, IOT and wearable technology will become mainstream by 2025 and will shape our lives in the process.
In addition, according to a recent PSFK report, “personalised context” is expected to drive the enhancement of wearable technology. This is because “continuous connectivity is fuelling a free flow of information and recognition across devices and platforms.” The report also notes: “When situated within a given context, these self-aware systems can facilitate connected experiences that deliver greater meaning and relevancy into people’s lives.”
Does this mean context is the new king?
In this day and age, where content is king, there is now the possibility of this content living in a human and unique context of each individual. We can become even more relevant to that one individual (or group) as a brand, but not without content that is even broader and better orchestrated. We may have to gain more expertise in disciplines yet unknown, and surely we will have to reinforce our understanding of human nature and behavior. In turn, the stories that brands tell and the journey their customers take will become unequivocal unique experiences.
It should not be surprising that IBM recently acquired the behavioral marketing platform Silverpop in addition to Eloqua. This not only proves the importance of marketing automation for companies to learn more about customers but also hints at the desire to learn more about the employees within the company.
Still, platforms like Silverpop or Eloqua are not comparable to KITT or the major facets of perceptive media. This is because, says Lewis Miller, these platforms “lack real-time personalization.” Namely, the human element that enables companies and marketers to gather a better understanding of their audience’s context, from user-targeted media and content to contextual-targeted media and content.
The implications for us and our brands have only begun to be fathomed. We are still in the early days of discovery, and admittedly technology may have to advance more for us to exploit the true potential of perceptive media. For those who seek a deeper relevant connection to their consumer, the journey is sure to be an exciting one.
So there you have it—the inventor of KITT had a truly humanistic view. And that’s why after more than 30 years KITT still remains the smartest technology because it delivered greater meaning and relevancy into Knight Rider’s work life.
And remember—don’t Hassel the hoff.
For further reading on the potential of contextual marketing and perceptive media, click here.
Claudia Leischner- General Manager, gyro Munich
After her law studies, Claudia jumped into the marketing/advertising world 17 years ago. Several enriching life milestones later, and having joined agencies both in Berlin and Munich, Claudia joined gyro where she now leads gyro Munich in her role as General Manager.
Experienced in leading both international and local accounts in B2B as well as B2C, she has a proven track record of success in helping to grow the client’s business with her support in advertising. Dedicated, decisive and passionate, Claudia uses initiative to meet and resolve challenges with a strong drive and keen business mind. As a critical thinker with strong analytical skills, appreciation, and vision, Claudia identifies and develops opportunities, innovates and has proven to build and implement sophisticated marketing plans.
Whenever Claudia catches hold of a bit of spare time, you will find her somewhere in the world exploring different cultures— she is a dedicated globetrotter.