Many companies like to talk about their 'Digital Marketing' strategy. But does anyone really think that one way communication demonstrates understanding of customers' needs and wishes? The innogy Innovation Hub is building a radically new kind of customer experience based on Object Marketing and the use of 'Digital Twins'.
Bridging the gap between the physical and digital worlds
A 'Digital Twin' can be a digital representation of a physical product. By inserting e.g. a smart tag or a crypto chip, manufacturers can create an independent unit with its own unique identity.
In the new world of "industry 4.0", digital twins are already used to guide the manufacturing process by providing batch size 1 manufacturing, back to birth-traceability, provenance, authenticity, process optimization, and auditing. But imagine a future where every object has its unique ID on a decentralized platform (blockchain) with its own crypto wallet?
We don't only look at the "point of sale". Our big picture takes in the whole product life cycle
We developed a decentral Digital Twin platform based on decoupled building blocks using APIs and services to build custom and unique applications. One of this services is the 'Object Marketing' approach:
We build a native app using this service allowing you simply use your smartphone to interact with your beloved handbag or surfboard – just proof ownership, document your personal product's story and many more. On the other hand, the manufacturer can provide relevant contextual information to you, learn from your experiences, provide product related services and also reward you as a user – completely privacy protected.
Within our 'Machine Economy' teams, we see three key advantages to this 'Object Marketing' approach:
- It provides the manufacturer with a direct communication and marketing channel with its users, instead of relying upon intermediaries e.g. advertising platforms or retailers.
- It allows the manufacturer to transfer value in the form of crypto currencies, enabling it to rethink sales and marketing processes and develop new business models
- It is highly data privacy friendly and GDPR1 compliant, because the personal data remains on the users’ phone and is not shared with the manufacturer.
1 GDPR stands for General Data Protection Regulation