A survey conducted by Adobe identified that over 35% of marketers adopt new technologies before they become mainstream. Which raises the question… do the early adopters benefit more than the late majority?
Thou shall not ignore Moore’s law…
It’s easy to forget the transformation of tech that started off the plethora of opportunities we have today. But it’s only been 10 years since laptops were at a steady march to overtake desktop PC’s, wireless bluetooth was first introduced, and camera phones became the latest hit.
Applying Moore’s law to the latest smartphones, tablets, phablets, and even wearable tech like the recent Apple Watch - it’s easy to believe that we can realistically achieve the last ten years innovations within the next five.
As it advances, technology provides more control. As we get used to that control, our expectations rise. Take for example video, it’s an excellent tool, but we’re limited in how we engage with it, we can’t go beyond what we watch and therefore can often come across as a passive experience.
Vorbit on the other hand (well I would mention this one wouldn’t I…) is a 360º immersive video experience that puts viewers in the heart of what they’re watching. It allows users to move around and explore the content they are viewing and even interact with it, providing users with the flexibility to look where they want and on their terms (whether it’s in an app, a website or virtual reality headset).
And talking of headsets, there’s the second generation of Oculus Rift and Sony’s Project Morpheus (these aren’t Transformers btw). A mere five years ago, this technology wasn’t accessible. But it will be the new way people interact with content.
Do our marketing technologies need to keep changing? Or should we be using the right tech for the right job, at the right time?
Is the marketing mix turning into a marketing mess?
Even the term ‘traditional marketing’ has changed recently. Some believe it’s print, direct mail, radio, TV adverts and more. Whereas others see this as websites, email campaigns, apps, events, content (…you see where I’m going with this). No matter how this marketing mix is considered, integration is still one of the most vital factors.
With new technologies such as Augmented Reality allowing a user’s surrounding to become interactive – shows the fusion between traditional and digital methods of marketing. It’s no longer just print; it’s bringing print to life… i.e. using tech to create experiences.
Adobe suggests that marketers are struggling to keep their heads above water as technology used in digital marketing practices rapidly evolves. But using it for the sake of it can be just as detrimental.
Guardian Tech Reporter, Charles Arthur makes a valid point by saying that the public see Apple as being late to the larger phone/phablet market, when reviewing the iPhone 6 and iPhone 6 plus. But did they do the right thing by learning from everyone else’s mistakes, and getting it right from their day one?
It still boils down to the strategic use of the right technology… and in order to strategically use technology we need to understand what our marketing objectives are. With mobile constantly changing how we live, let alone do business, it questions whether a companies marketing needs to be on the cutting edge, or the bleeding edge? Or should you strategically use ‘the edge’ when it suits you?
Going full circle, should we adopt new technology regardless, or adapt new technologies to suit us and our marketing objectives to ensure it engages our audience – making it fit for purpose? New technology - if used correctly - can elevate your companies perception, therefore making it crucial to be constantly aware of new technologies, so you are ready to adapt when it suits your objectives.