Having my feet firmly grounded in the worlds of advertising and technology, I’m constantly reminded about how user behaviour is changing through emerging technologies. I think businesses often constrain themselves to the latest trend e.g. apps, facebook, whatever it is. Rather than thinking through how can they use technology, really use technology to enhance customer experience.
They always seem to start with the latest fad e.g. Social media.
Instead of thinking about the big picture of what social media offers, they start with, “We need facebook, lots of facebook!” rather than thinking through what their customer really wants and how they can satisfy those wants.
The obvious place to start is looking at what is going on. Some of our successes have been based on ethnographic studies. What’s actually going on with consumers in their natural environment?
The opportunity is to get closer to their consumers, then make decisions on technology advancement based on that. Even in my experience working with top global brands, I’m surprised that no one is doing it, to get any answers and insights.
As Peter Cochrane comments on his blog about Social media’s future, why the prophets have got it wrong…
“Human chemistry says the combination of the virtual and the real will be a winner. So, media, politicians, do-gooders, worriers, observers and commentators, it’s time for you to put your thinking caps on. It will be a miracle if you can work out and anticipate the good and the bad of this new coalescence, because we’re really looking at novel emergent behaviours here.”
Here here, but lets find out what’s really going on.
Davenport Face 