Trends

Branding in a Data Hungry Society

 -  3 min read

How many steps did you walk today? How many calories have you consumed over the past week? Is that a good ratio? These are questions that are on everyone’s mind, especially in the New Year. People have set annual goals and they want to track their progress in real time. How is one supposed to know that after that cheeseburger, fries, milkshake and well, another cheeseburger that they are missing on their goals?

Consumers crave personal data so they can liberate themselves from information scarcity. Now, more than ever before, they have the tools to check, monitor and manage their personal data. And it doesn’t stop there. Not only can consumers request this info in real time, they can also broadcast their successes by sharing their personal data, wellness goals, and more. Brands cannot stop at just providing data: consumers want to see everything about them in a nice, easy-to-look-at format because collecting the data is only half of the battle. Brands need to assemble all this data associated with their consumer in an organized and strategic presentation so that it is easy to digest.

Well-known sports giant Under Armor has created a mobile fitness app and social network: UA Record. Fitness enthusiasts can set goals and connect the free app to their fitness tracker (Wellness Bands such as Fitbit or another application) to monitor and analyze their performance. Not only that, users can also connect with trainers, nutritionist, and other athletes as well to share their own exercise progress through a dedicated fitness-focused social network.

Brands can collect data based on consumers’ engagement, but are your brands going a step further and delivering the data tactically? In what ways can you further engage your audience with this information?