Is marketing to your OS the future?

Published May 1, 2014 at 9:03 am

As technology becomes an increasingly pervasive part of modern life, marketers are faced with numerous ways to reach consumers. As computers and mobile technology continue to become more integrated into our daily lives, marketing strategies may have to change in order to adapt.

The recent Spike Jonze film “Her” is about a man who falls in love with his computer operating system. He has an emotional relationship with the operating system at home, on his computer and on his mobile device when out and about.

In a way, the movie resembles the way that people are already interacting with their mobile devices, which are now somewhat like an extension of ourselves and used for everything from staying in touch with friends and family to buying concert tickets.

Interestingly, a recent article in the Guardian explores how this scenario might affect the marketing industry, as “virtual assistants” could become somewhat of a middleman between consumers and brands.

For this reason, the article suggests that in the future, marketers may have to alter their strategies to direct efforts toward marketing to algorithms, like the operating system in “Her,” as brand relationships become increasingly automated.

One of the article’s main takeaways is that this situation is poised to potentially become reality, and brands that want to stay competitive may be well served to start thinking ahead about how to develop strategies for this type of marketing.

Although the scenario outlined in the article is certainly possible, it’s important in the meantime for marketers to remember that human connection is an important part of developing a strong marketing strategy. Although humans may have complementary electronic devices, in the end, the person is still your customer, and finding the best way to reach them and deliver what they want should be a top priority.