Posts Tagged ‘marketing’
9th January 15
Posted in technology
In the January edition of Marketing Magazine BBH London Managing Director and Labs Co-Founder Mel Exon highlighted ten tech trends that marketers could be usefully thinking about for 2015. The original article appeared here on 07.01.15.
Another year, another slew of new technology jargon undoubtedly on its way to a tablet near you. With that in mind, here’s a handy set of ten technological themes for 2015 that may prove useful to marketers this year. Some may just emerge into our consciousness, others become noteworthy, whilst others start to take root in the mainstream.
1. Virtual Reality gets real
”This technology has peeled back a layer to reveal another universe” ~ Lawnmower Man (1992). There is currently no technology that has more potential to break new ground in creativity and communication than VR. In 2015, Oculus Rift, the company that has made most strides in this space, is due to launch a consumer product. Hold onto your hats, it’s going to be a ride.
2. ‘Handmade’ digital design
We’ve been mechanising things for so long, it’s probably high time we humanised things instead for a while. Look out for what Babak Parviz (the inventor of Google Glass, now at Amazon), is calling ‘handmade’ digital design, aided and abetted by the ongoing blur between off- and online worlds.
3. Mobile marketing steps up a gear
So we all know display ads are worse than inadequate and branded apps aren’t the solution to every mobile marketing task. Last year we talked about how Facebook’s re-tooled Atlas was set to make marketing across devices and to ‘real’ people work much more effectively, this year we’ll see that become a reality.
4. The mobile web gets a shot in the arm
Also helping us on our way: revealed at their Chrome Developer Summit in December, Google are making significant investments in improving the performance of mobile web apps, effectively taking steps to bring mobile web functionality up to par with that of native Android apps. Big news.
5. The rise, fall and rise again of wearables
With the Apple Watch fully on the market, promising to put to bed the issues associated with the category (concerns around privacy, sustainable use cases and how stylish they really are), wearables have a chance to move from a sideshow to the mainstream.
6. 3D Printing finds its purpose (for now)
‘3D printing’ has always sounded so goddamn good. But until we can print genuinely usable, mixed material products more cost effectively than we can buy via a regular (mass production or artisan) supplier, we will have to live with the fact 3D printing is still for the few.
7. Networking The Internet of Things
So far the ‘Internet of things’ has been limited to products – the likes of Nest, Hive, August (the smart lock) – that operate as standalone systems. The truly connected home will only happen when different products can connect with one another. We’re starting to see it happen – for example Nest Protect (fire and CO2 alarm) can trigger a flashing red light alarm on Lifx, the connected lighting system.
8. Proximity marketing moves even closer
As iBeacons get installed in retail outlets, bars and entertainment venues up and down the country we can expect to see proximity marketing grow from being an experiment at conferences to a bona fide marketing behaviour.
9. Social feedback loops spin ever faster
More connected devices and sensors available 24/7 will demand faster adaptation and shorter lead times to provide users with data-driven, hourly relevant activity. Global marketing organisations finally make the most of resource in different time zones: the brand that never sleeps.
10. Micro-targeting at scale
Once the preserve of US political parties attempting to tailor unique messages to sub groups of voters, brands like Coke (with ‘America The Beautiful’) and Budweiser are using Facebook to reach a series of smaller audiences with different angles on the same idea. In the process building to scale.
27th July 14
Posted in technology
Another in our occasional repostings of our monthly tech column written for Marketing Magazine. This one on wearables and why Nike’s decision to ditch development of Fuelband is a course correction, not a category bail-out. The original article appeared here on 02.06.14.
The news in April that Nike may be discontinuing their wearable personal fitness tracker Nike+ Fuelband was met with a mixed wave of reaction spanning shock to schadenfreude. As more and more marketers consider offering utility and added-value services it seems worth giving a few minutes’ consideration here to its rise and purported fall.
Launched at South By South West in 2012 amongst much neon-lit fanfare, Fuelband felt like an inexorable, natural next step for Nike+. The nerdish joy of being an early adopter made the fact mine needed replacing three times in the subsequent year easier to bear.
Taking a step back for a moment, I’m reminded of a phrase that comfortingly comes up occasionally when you’re a new parent: ‘everything is just a phase…this too shall pass’. Indeed, take a look at Gartner’s 2013 edition of their Hype Cycle for Emerging Technologies and, sure enough, wearable user interfaces are placed at that most infamous of positions, the Peak Of Inflated Expectations. This is where cracks start to appear before a technology descends into the Trough of Disillusionment.
So is this just a stage? Or a sign of something else? Certainly in Fuelband’s case, its competitor Fitbit simply has had more traction and success, capturing 67% of the market in 2013, though not without a recent furore over a product recall.
The specific issues with wearables currently seem to centre around maintaining user engagement. To illustrate this, research by Endeavour Partners found that one third of American consumers who owned a wearable product stopped using it within six months.
Strong technologies with decent long term prospects habitually haul themselves out of the trough and go on to be successful. It strikes me for wearables to resolve the engagement issue and do the same in the months and years to come, two things need to happen:
1. Device consolidation
Fuelband’s minimal data collection and feedback loop already seems quaint. Nor does any smartwatch on the market offer a fully integrated solution. Instead we should expect a single, beautifully designed wearable device, capable of doing everything a smartphone already does and more – including capturing and reporting full body data – without draining battery life or weighing a ton. An Apple-led eco-system inevitably gets cited as the answer here, which does seem most likely when you add up the stories of a sophisticated Healthbook app and an iWatch on the near horizon, together with patents granted for earbud and/or headphone sensors. Nike pulling back from a hardware battle it can’t win makes more sense when a partner like Apple looks set to move centre stage.
2. Currency systems like NikeFuel need to have real world relevance and meaning.
Most likely to be brought about by stronger connections to product, tangible goals and other services. Certainly in Nike’s case their commitment looks to be to the software, not the hardware, with the launch of Fuel Labs in San Francisco, which will, they claim, “continue to leverage partnerships to expand our ecosystem of digital products and services, using NikeFuel as the universal currency for measuring, motivating and improving.” Make no mistake, for Nike, stepping back from Fuelband represents a course correction, not a category bale-out.
And the tech and activity industries as a whole will continue to run with wearables regardless. Witness the fact Facebook are buying things again, with their purchase of the activity app, Moves. The app doesn’t require another external device to work: it runs in the background, sensing motion and making assumptions on your activity and calories burned. And Google is working on wearables too, with the announcement of Android Wear, an OS for wearable tech.
Fuelband and its detractors, we may come to realise, represent just the baby steps down a long road for wearables.
14th July 09
For a good while now we’ve been hearing about the death of the big idea (put that phrase into Google and see what you get back), but before the coffin gets nailed down once and for all, I’d like to check for life signs. Not so that we can limp on, clinging to an old familiar industry cliché, but to make sure we’re not systematically talking ourselves into killing off something that still has the power to bring tangible and intangible value to the brands we serve. Read full post