Brand vs. Consumer Loyalty

#SXSW14 had a rich and enjoyable debates about users giving up their data. What do they really get when they allow the apps, games and GPS services on our devices access to their information? A lot has been said about online privacy, and too little has happened to fix the issue. Snowden and Assange were speakers this year, and we know they have an opinion. But how do you capitalize on big data for your brand?

Labeled as Marketing as a Service (#Maas), Team Detroit, JWT’s Advertising Team, created a series of interesting sessions for Ford regarding how Big Data is now collected by tracking devices in a passive, non-intrusive way. A big focus at SXSW was on wearable technology (Ask Shaq), since about 61% of all wearable devices are fitness and activity trackers. The automotive industry could possibly fit into this category as well. 

This really posed the question on how much data users will be willing to share in the future. So before you keep looking for your consumers’ loyalty, ask yourself first if you’re actually loyal to your consumer. The beginning of the change seems to be on us: the users.

Francisco Cárdenas, Director of Digital Strategy

@chitocardenas

Valentina Sulbarán, Sr. Copywriter

@valesulbaran

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jorgelo@thehangar.cr