Where Do Brands Fit in an Anticipatory World?
Consumers are entering the era of predictive information. A time when they don't seek out information. Instead, information they need seeks them out first. The tech companies know this. They're adapting and accelerating to be the leader when it comes to answering questions before their users even think to ask.
Google Now reminds you to leave the office soon, so you don't get stuck in traffic. Microsoft's Cortana personal assistant will remind users to reach out to their personal connections based on what is going on in their lives. Then there's Apple's Siri. Apple recently formed a business partnership with IBM, the makers of the Watson computer. Imagine what Siri could know and do for users with Watson on the backend.
It's not just personal assistants. LinkedIn recently launched Connected, an app that sends users personal recommendations and reminders to reach out to connections when they've changed jobs or are celebrating an anniversary. It also syncs with your calendar to give you an update on who you're about to meet prior to a meeting.
As information gets better, so do the devices that deliver it. The rise of wearable computers like the Moto 360 and Google Glass mean less pulling out phones and seeking out information and more information being delivered automatically to users.
The question is… where do brands fit into all of this?
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