Ch 9 Spatial Marketing_1.pptx kotler 6 marketing

ch9 summery of kotler 6 book

1. Spatial Marketing: Delivering Natural Human‐ Machine Interactions CHAPTER 9 Dalia Ehab Presented to DR- Talaat Assad

2. CHAPTER 9 Spatial Marketing: Delivering Natural Human‐ Machine Interactions

3. In the past, humans interacted with machines using buttons and switches. Personal computers introduced new ways to interact, including keyboards and mice. mice were introduced. Similarly, early cellphones used physical keyboards and styluses. The first iPhone, released in 2007, changed the smartphone industry by introducing touch screens as the primary interface. Smartphones quickly adopted touchscreens, resulting in a more user-friendly interface. Screens are now used to connect the physical and digital worlds. Users can easily interact with screens on smartphones, tablets, and self-service kiosks. ATMs and vending machines. In social situations and physical venues like coffee shops, people tend to focus on their phones and immerse themselves in the digital realm. Recent technological breakthroughs will promote more natural human-machine interactions. We believe that modern technologies aim to mimic human abilities and behaviors. way that machines can better communicate with people (see Figure 9.1). AI aims to emulate human cognitive abilities, including learning, problem-solving, and decision-making. Natural language processing (NLP), a branch of AI, aims to replicate human language interactions. This helps chatbots and voice assistants understand and respond to textual and spoken queries. Sensors play an important part in simulating human sensations. Facial and image recognition technologies strive to duplicate human vision, allowing machines to detect and discriminate objects similarly to humans.

4. Defining Spatial Marketing Spatial marketing aims to replicate human context awareness, which is essential for in-person interactions. In conventional brick-and-mortar environments, understanding customers and giving Personalized offerings and interactive engagements require human intervention. Frontline workers use their knowledge of the environment and clients to make educated decisions. Spatial marketing automates operations by combining proximity, contextual, and augmented marketing principles. Proximity marketing allows marketers to pinpoint clients' physical locations. Marketers can use spatial awareness to deliver relevant content at the optimal time and location. Augmented marketing improves real-life experiences with virtual aspects, creating a more engaging and immersive customer experience.

5. Proximity Marketing Spatial marketing success relies on digitally augmented physical places that can recognize nearby customers and engage in meaningful interactions. This is where. Proximity marketing enables marketers to target clients based on their exact location and provide personalized information. Proximity marketing uses location-based technology like geofencing, Wi-Fi, and Bluetooth beacons to track clients' movements. These technologies link with clients' mobile devices to correctly determine their locations. In retail, corporations can track clients' positions by scanning QR codes or NFC tags with their phones. Specific sections for accessing product information. Many retailers now use QR codes or NFC chips on their product tags. AI-powered face recognition technology can detect a customer's presence in a certain location. For instance, several retailers use face detection. Smart coolers at Walgreens use cameras to identify consumers based on their age and gender, recommending appropriate cold drinks accordingly. Bestore , a Chinese snack food business, uses Alibaba's facial recognition technology to identify customers and offer products based on past purchases.

6. Contextual Marketing Context marketing is the process of delivering marketing content — such as blog posts, offers, emails, and advertisements to customers at a specific point in their buyer’s journey. Timing and specificity is critical for context marketing to work. A contextual marketing system uses an algorithm to adapt to the audience's online surroundings. The system analyzes the stuff they consume. Identifies and displays ads relevant to the content's theme. Viewers of automobile review videos may see adverts for automotive accessories, while readers of sports news sites may see ads for a sporting goods store. Spatial marketing integrates digital technologies into physical areas, allowing for contextual marketing in real-world contexts. Proximity marketing is vital for acquiring customer information, such as IDs, demographics, location, and buying habits. Companies can enrich their data by integrating extra databases. For instance, based on past purchases, a grocery store can forecast which typical groceries each customer will probably run out of and when, and can therefore recommend refilling these products. Additionally, they are able to suggest complementary products to one another. For instance, a sporting goods store may suggest a can of tennis balls to clients who have already bought rackets. Similarly, a department shop that sells swimming diapers may also sell children's sunscreen goods. In the past, providing a contextual experience in physical settings depended on frontline employees' ability to discern the demands and nonverbal indications of their clients. A few employees may be able to identify clients and have previous experiences, allowing them to offer individualized assistance. Employees must possess product knowledge in order to suggest the best options to clients. But even when it works, this strategy is ineffective. These days, mass customization is possible due to the automation of this process.

7. Augmented Marketing Augmented marketing is an innovative customer-focused strategy organizations use to enhance customer engagement with digital tools and customer interfaces. This customer experience-centric marketing approach uses a variety of cutting-edge platforms and technologies to educate, inform and engage customers in a personalized way. It enhances customer interactions by leveraging customer data, machine learning algorithms, and artificial intelligence technologies. Additionally, it provides customer service staff with the digital tools they need to assist customers efficiently while fostering real customer loyalty. Enhancing customer relationships through augmented marketing is essential for any business looking to grab a competitive edge in the 21st century. Burberry's social retail store in China, which skillfully incorporates social media into the in-store experience, is a shining example of this strategy. The upscale company offers incentives to users of WeChat. a well-known social media site, to examine the merchandise, all of which has scannable QR code tags. Customers' mobile devices and the digital screens in the store both display product storytelling content that can be accessed by scanning these tags. Customers also receive points for every engaging activity they complete, which they can exchange for a variety of advantages. In addition, the store has an interactive window that reacts to the movements of the customers and changes to fit their body type in addition to showcasing the brand's clothing line.

8. Implementing Spatial Marketing

9. developing spatial marketing capabilities

10. Conclusion on Delivering Natural Human‐ Machine Interactions In recent decades, the way humans interact with machines has transitioned to touchscreens, and with advancing technology, machines are increasingly emulating human capabilities. Spatial marketing takes advantage of this trend by integrating physical interactions with intuitive digital experiences. Spatial computing enhances proximity marketing, enabling marketers to detect customers' presence and deliver tailored messages. It also leverages contextual marketing, which allows marketers to provide personalized value propositions to customers powered by AI. Ultimately, spatial marketing is about blending physical and digital experiences by augmenting the real world with digital content and interactions.