Advertisers are on a fast track to improve customer satisfaction, and we – the consumer – will benefit. Today it’s about the authenticity of a product or service, a fact that’s being driven by transparency of social networking and consumer voices that can be heard. And as authenticity becomes a necessity for consumers, it’s become the focus for brands.
Beyond social networks there are specific ways consumers can share feedback. For example, applications such as layar allows shoppers to research products before they buy. Using a camera on a mobile device such as a smartphone, users can retrieve information, whether it’s the specifications or user feedback on a product, the nutritional value or taste comparisons of foodstuff, available coupons, or special offers on a product – instantaneously. With this technology, advertisers need to focus less on packaging and more on the substance behind the packaging: the product or service itself.
And, as ever, the pace of technology shows no sign of slowing. The internet and television continue to weave around each other to give consumers all the opportunities to browse and shop at home as they do on the go. Ever imagine you were watching your favorite cooking show and a recipe you liked was being prepared? Eventually, you will have the ability to, at the click of a button, sync the recipe list to your grocery supplies so required ingredients will be added to your shopping list. The possibilities are endless.
So, how is this going to affect the travel industry? Think about the opportunities for consumers to see a commercial or advertisement and to instantly book a hotel reservation, click to have a virtual tour of a destination property, or even upload some of their personal preferences to optimize their hotel stay – all without leaving the couch. It won’t just be about the convenience, it’ll be about what marketers tag the ‘call to action’: the opportunity to see something, want it, and have minimal barriers to take the action. One day you’ll see your dream vacation on the television, and at the press of a button be able to book it.
Technology will play a huge part in personalization and customization: imagine that all your preferences are tracked and archived, then applied each time you visit to ensure you have the best possible experience every single time. For vacationers who prefer fast check-ins, and for business traveler in a rush, a new system being developed will convert a device, such as your cellphone, into your room key using infrared technology.
So whether it’s the convenience of booking your next vacation, having all your preferences remembered, using your own phone as your key, and checking out at the speed of light, technology is propelling us all. So here’s to the future and achieving the perfect vacation of tomorrow.