I had the chance this week to see an old copy of BT’s Technology Journal, published at the time of the millennium. To give you an idea of how long ago the year 2000 actually was, the cover trumpeted an interactive version of the journal on CD-ROM that delivered a multimedia experience.
What was most interesting were a series of technology timelines, across areas as diverse as health, home and entertainment that predicted what the world would be like in 2020 and beyond. By now (2013) we should all be watching 3D without glasses, using robots in the kitchen and the police will be equipped with phasers (as seen in Star Trek). Looking forward by 2015 we’ll be able to pleasure ourselves with the Orgasmatron (though I’m sure that was in a 1960s Woody Allen film).
It is really easy to laugh at predictions made 13 years ago, particularly as they spectacularly failed to imagine things such as tablet computing and Facebook which have changed our lives and disrupted industries. I remember Tomorrow’s World back in the 1970s happily demonstrating the jet packs we’d be using to get around by the turn of the millennium. I’m still waiting for mine to arrive.
The reasons that futurologists get it spectacularly wrong are two-fold. Firstly, progress is not linear. Moore’s Law may apply to computers, but not to everything. Creating artificial organs does not mean that we’ll have artificial brains ten years later. Research simply doesn’t work like that and is much more stop start. Even now, eureka moments can move things forward rapidly or development can hit a dead end.
The second, and most important factor, is about user acceptance – and this is where startups and innovators need to pay most attention. Just because technology can do something doesn’t mean that people will want to pay money for it. I’ve talked at length about how startups need to cross the chasm and create products that the mass market wants, rather than just early adopters. This is where a lot of the innovations predicted by BT (and plenty of others) fail. There simply isn’t a compelling reason for people to either change their behaviour and/or fork out significant amounts of money to take a risk on a new innovation. Understanding consumer behaviour and designing products to meet their needs is vital if new innovations are going to make it out of the lab and into the mainstream. Yes, we can create 3D TVs that don’t need glasses, but the cost is currently prohibitive. We could probably even build jet packs, but the legal framework isn’t there to control their usage.
So the lesson is clear – innovation, blue sky research and predicting the future is all very well, but think about the problem that you are trying to solve. Is there actually one? Do people care enough to change their behaviour? Will they pay money for it? Otherwise you’ll be left with a warehouse full of rusting robots as consumers spend their cash elsewhere. Though I do think the Orgasmatron probably has a decent chance of success…………
Marketing is at a crossroads. The rise of digital and mobile is providing the ability to get even closer to customers and deliver experiences that meet their needs. But like every change, it can be daunting. The discipline of marketing is moving fast and that means learning new skills and techniques to reach customers. Today’s marketer has to combine being a (big) data scientist and a technologist that can create and run web, mobile and social media campaigns with the more traditional skills of understanding customers and creating compelling propositions to reach them.
Luckily of course, being marketing, there are no shortage of gurus and conferences available to advise on how marketers can make the move to embrace digital. Unfortunately many of them may be well-marketed but are short on actionable content for the majority of businesses. After all it is no point seeing what someone achieved with a multi-million pound budget when you are scrabbling around down the back of the marketing sofa for loose change to pay for your new Facebook campaign.
That’s where the forthcoming Another Marketing Conference (25 June 2013 at the Junction in Cambridge) comes in. Designed to help marketers innovate, it features inspiring speakers and a chance to network with peers in great surroundings. I attended last year’s and found it a refreshing mix of interesting presentations and discussion of the pressing issues affecting marketers at all levels. Most importantly, I’ve used lots of what I learnt last year since then – and not just as content for blog posts. I’m not alone – according to the organisers 91% of last year’s delegates would recommend it to a colleague.
This year’s speakers include:
- Rory Sutherland, Ogilvy, on multiple models of human behaviour
- Richard Murphy, Nokia, talking about reinventing the company in the digital era
- Paul Berney, Mobile Marketing Association, on reaching mobile consumers through content and context
- Peter Waggett, IBM, discussing big data
- Julie Roberts, TMW, on making marketing effective
- Dave Trott, The Gate, talking about unleashing the creative spark
- Jon Dodd, Bunnyfoot, discussing tapping into human behaviour
- Julie Strawson, Monotype, on delivering a seamless consumer experience across multiple touchpoints
There are a lot of marketing conferences looking to advise people on what to do next. From my experience last year, Another Marketing Conference is well worth checking out, whatever sector or size of business you are in.