15 Nov Biometrics and their place in the marketing world
Biometric technology is continually evolving and offering more than just security solutions. The possibilities of fingerprint and other biometric applications could be implemented to help create a tailored and hyper-personalised brand experience.
Biometrics are increasingly shaping our relationship with digital technology. What was once a high-security measure for the likes of government compounds is now becoming commonplace and a regular addition to our everyday life. As the technology continues to trickle down to the consumer, the potential for biometric applications is emerging.
Biometric data is offering personalisation like never before. Information on shopping, banking and even behavioural characteristics could, today, be stored under one umbrella, meaning the marketing possibilities are almost endless. It might seem like something we see in Hollywood films, but it is certainly not out of the realms of possibility that biometric uses could involve targeting consumers with highly personalised ads.
With that in mind, we are discussing the advantages of biometrics within the marketing world.
Biometric fingerprint recognition and facial verification have filtered down into everyday use. We think nothing of using biometrics to access our phone, banking and more. As we become more accepting of biometric applications, the possibilities for the data becomes apparent.
One such example of creating hyper-personalised advertising is biometric uses in gyms and other leisure facilities. The gym could use their biometric data to analyse individuals accessing the gym, what time they do so, how long they stay and even what classes they attend. With this information, it’s then possible to market particular classes at those individuals, based on their preferences. For instance, if an individual regularly enters the gym at midday and takes a spinning class, it’s highly likely that they may be interested in a brand-new cardio activity taking place around 1pm. Similarly, if that individual is a regular gym user, it’s highly likely that they will be receptive to other sports facilities and even sporting events. The technology can also be used to help manage gym memberships, with prompts for members whose membership is close to renewal.
As we continue to be immersed in a digital world, our attention span for adverts is waning. Attention spans are declining, which could, in turn, be killing your marketing strategy. However, the ability to appeal to consumers within mere seconds is one of the major assets to biometrics. In the future, entering a store or bank using biometric fingerprint verification could see advertisers targeting you with personalised ads based on your behavioural characteristics as soon as they recognise you. The same could be said for facial recognition, targeting you with ads based on your shopping habits of the past week – measured through the use of passive biometrics.
Improved customer service
Every interaction with a brand/store/business produces data. This data could be used in the near future to enhance customer service and the user experience. For instance, behavioural biometrics can monitor the time we spend on sites, our interaction on the pages and even the speed with which we log in. So, if a company tracks the time it takes the user to login and the records match the individual doing so at that time, they can rest assured it is the right user. With this information, the site could respond with personalised offers and marketing messages to improve their interaction with the brand.
It’s highly possible that biometric applications in the future will be combined with other technology, such as AI and AR to provide the greatest customer experience possible. Imagine, for instance, doing your weekly grocery shop through the use of AR, remotely authorised using fingerprint verification. While this example is still very much in the future, it’s certainly not a stretch to envisage these possibilities.
Facial and fingerprint biometrics could be used in conjunction for personalised retail services. For example, stores could recognise you on arrival and, as such, personalise your experience around the store with relevant offers. Likewise, food deliveries could be authenticated via a fingerprint. The potential for the retail sector, in particular, is astronomical and could even redefine our experience with the high street.
What does the future hold?
The future for biometrics uses looks bright. The global biometrics market is growing at a rate of 17.41%, expected to reach more than $59 billion in 2025. While the primary application for biometrics is as a security measure, many other industries are looking to communicate with their consumers via the technology to become market-leaders.
As the technology continues to develop, biometrics will become the norm for consumer life, creating a whole new realm of possibilities for communicating with those individuals. The above ideas offer the chance to interact and engage with your audience in ways never thought possible. Biometrics marketing will help to get to the emotion of your consumer and target with products and services they truly want and need, based on habits and trends. This is the future – one that will benefit both businesses and customers.
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