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Cognitive marketing ‘the next big wave’, says Red Agency’s James Wright

The “next big wave” in marketing and communications will be cognitive marketing, the mind behind the message which makes data more human, Red Agency’s James Wright has claimed.

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James Wright: “It’s about the experience digital and technology can give you”

Wright, the managing director at Red Agency and Havas PR APAC and the COO of Havas Worldwide Australia, described cognitive marketing as a method of using data to get to know people and learn from them to personalise content and experiences, mimicking the human thinking processes.

Speaking at yesterday’s PRIA conference, Wright said: “The big differences between programable machines and cognitive is that one’s based on a set of data and programable logic and the other learns as it goes, understanding patterns and probabilities to improve its outcome; it’s based on dynamic data.”

Wright addressed the changes in the digital world, telling the audience: “If you are only thinking in digital now, then you are already behind the eight ball”.james wright red agency

Although technology and digital are changing the face of marketing with consumer behaviour and technology evolving together, Wright said: “It’s no longer about digital, it’s about the experience that digital and technology can give you, that experience though does need to be wrapped up in a great story, it needs to be meaningful, it needs to be relevant and it needs to be targeted”.

Throughout the session ‘From the Digital Age to the Experience Age’, Wright addressed how consumers’ expectations have changed from expecting innovation to anticipating it, showing the hunger for innovation and delivery of a greater experience.

“Basically, anyone that has a conversion goal that happens online should 100% be considering cognitive now and if not now, certainly very close in the future,” he said.

Wright encouraged companies to produce targeted, thought-through and innovative work as consumers are more likely to point out dissatisfying content, which made it a brand risk for the company.

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