Connectivity is where the physical and digital worlds collide. Business drivers range from supply chain efficiency – think track and trace – to product functionality and consumer experience. American restaurants Taco Bell took a big step in the latter when it released an app allowing patrons to change their faces into taco heads. Such consumer engagement tricks and games are great tools to increase reach and raise brand awareness. But it loses momentum fast – and misses an opportunity to build value in the long run.
Just a few years ago, connectivity was the future. Today it’s everywhere – and it’s even expected to be everywhere. But how can brands incorporate connectivity into their products?