4 Powerful Reasons How Marketing Technology Benefits Your Health and Wellbeing

Advances in marketing technology can be viewed both as beneficial or as detrimental to our individual and collective wellbeing. More data than ever is tracked about our habits and behaviors each second. This data can be used for a variety of purposes - some of which can be viewed as intrusive or unwelcome. However, there are several positive ways the data can help us. New opportunities of organizing and collecting information can help to enable our decision-making to be more efficient, saving time and worry and improving our quality of life. In this article, we will highlight some of these innovations and how they can impact your health and wellbeing.?

1) Increased Personalization?

Allow people to make smarter, proactive decisions that can have a positive impact on health and wellbeing.

According to a 2021 McKinsey report, more than 88 percent of consumers report prioritizing personalization as much as or more than they did two or three years ago. This is an example of how advances in marketing technology work to create solutions that are tailored to the specific needs of an individual. There are new and evolving personalized solutions across the spectrum of the $1.5T health and wellness global market - for physical and mental wellness, nutrition and supplements and sleep. Fitness trackers and other wearables help motivate us to reach our daily goals, share progress with friends and cultivate healthier habits. They also give us real-time feedback across a variety of dimensions that we never had access to before. Monitoring pulse rate can alert patients to any potential issues that need attention and facilitate conversations with medical professionals. Imagine you notice your heart rate is unusually high, you call your doctor and they see you right away to stabilize it and run the appropriate tests. We also now have real-time access to health and wellness related conditions on a personalized and local level from COVID and flu cases to pollen and air quality conditions. This information allows for consumers and businesses to be aware of and take any necessary precautions to minimize interruption of health and daily life.

2) Improve Efficiency and Organization?

Save time for family, friends, "me time" and things that matter most

Imagine leaving work a little early, your grocery list based on past months’ home-cooked meals is already added to the cart - awaiting your payment approval and it gets delivered to you. Then you realize it’s time for your kid’s doctor’s appointment and upon checking your calendar, it’s already been scheduled and with a click of a button - voila, the appointment is confirmed! As you wind down, your digital screen recommends a few shows to watch across all entertainment apps - you say “hmm..good ones.” You select one and there you are relaxing as your alarm automatically sets itself based on your work schedule and preference the next day - giving you a 20 mins morning workout. Is this a wonderful life - even if it’s just for a day??

Some of us may already be enjoying some aspects of the above scenarios as more and more companies are using advanced technologies to predict, personalize and automate processes to enhance customer purchasing and consumption experiences. What if these advancements are made more readily available and a little simpler - your professional, personal, family’s health and other information, insights and services easily accessible across multiple platforms and at the same time protecting the customer’s privacy and preferences - a.k.a *YOUR* privacy and preferences?

3) Help Improve Access to Product Education?

Allows for smarter decisions making for health and wellbeing.?

We now have access to greater visibility into the safety and origin of what we put in and on our bodies. With extensive databases such as EWG and smartlabel, we have real-time access and increased transparency into the ingredients in the products we use everyday. This includes data on safety, allergens, nutrition content, third-party testing and certifications. This information also allows us to also better understand the impact on our planet. Consumer product manufacturers now add QR codes to packaging to allow easy access to information on reuse and recyclability. These databases of information allow us to be more aware than ever before so we can feel in-control of our decision-making. These advances allow for more definition around marketing words such as clean, eco-friendly or natural and raise the standard for consumer product manufacturers, retailers and marketers ultimately benefiting the end consumer.

4) Seamlessly Integrate Data Access?

Allow more efficient decision making and priorities

All these sound great, right? But why do some of us still hesitate to leverage these tools that make our lives a little more efficient? Why do we still have a lack of trust with these capabilities? What if we start with customer privacy and preference and businesses and suppliers collaborate for the benefit of the customer? How will this impact intent marketing and advertising - will they be more targeted? Will people end up loving marketing messages and marketers get higher campaign click-thrus and conversion because the message is so relevant to the customer’s preferences and privacy holistically? How will personalized experience save *YOU* time??

I grew up with both my parents working day and night while ensuring they gave my little sisters and me a good life but they slept little and had to combine our family time with some of their business trips. Thankfully, we were three sweet little girls so it was no problem to take us on those trips and dinner outings! With current advanced technologies, could we preserve more family time and prioritize what matters most?

These are some thought-starters. In the coming weeks, we will explore each of these powerful reasons in more depth to reach “Customer Convergence” from 9 C's perspective. We will look at the Customer, Company, Collaborators, Competitors. And then we will dive into the Context of how Content is distributed across Channels in Campaigns for revenue Conversion.

Comment below with your real-life experiences on how marketing technology has advanced your wellbeing.

Source: https://www.mckinsey.com/industries/consumer-packaged-goods/our-insights/feeling-good-the-future-of-the-1-5-trillion-wellness-market