Biometric Marketing
Can biometric marketing be a revolutionary approach for advanced level of micro personalization?
With the new enablements of technology, our devices are easily able to identify your physiological and behavioural state. And data collected from these devices will be a potential gold mine for brands that figure out how to use it in acceptable ways.
Facial recognition, fingerprint recognition, voice recognition, eye tracking, heart rhythm identification, device interaction patterns, signature and handwriting recognition, iris recognition, retinal scanning and etc. Can you imagine how many ways there are, to identify you in many ways?
Consumer adoption of the biometric sensor-embedded devices is rapidly increasing. So, we can say that it is not so far. Even it might be or should be our next step.
Just for a moment, think which industries can use these biometric features in our daily life.
• Paying with your body parts? Fingerprint/facial recognition, I think we are already familiar with it.
• Well, how about if your car warns you when you are feeling drowsy? Facial, eye, EKG sensors and voice recognition embedded cars are coming soon.
• Is there a hearth attack in your near future? The new versions of Apple Watch already have the capability to detect irregular heartbeats. If your device said that there is an issue with your health, wouldn’t you go to the doctor directly?
It is easy to dream about the industries that can use this technology such as travel, hospitality, functional food, insurance, security, health, etc.
Of course, marketers will be able to use biometric data to have better personalization and targeting capabilities.
It will be an incredible ability to generate insights from biometric data.
Think about you are able to display or deliver specific, targeted messaging at certain places and times, based on biometric readings.
And If you were able to augment existing consumer data and segmentation with biometric data, couldn’t it provide much deeper demographic profiling capabilities and help you better understand your customers?
Biometric-based consumption and purchasing? This involves the use of biometric technology to discern a person’s physical or emotional state, then suggest or facilitate the purchase of a product or service based on that data.
It’s obvious that there will be lots of privacy concern and problems with complex data protection regulations.
But we are still in the early stages of biometric explorations and will see these revolutionary changes together.
This article has been created with getting help from the “Biometric Marketing 2019” report of Euromonitor.
https://www.emarketer.com/content/biometric-marketing-2019