Why There’s A Bad Misalignment Between Technology And Innovation

Why There’s A Bad Misalignment Between Technology And Innovation
SHARE
THIS



In this guest post, Marketo’s ANZ MD Bill Binch (pictured below), says there’s a lot of new technology heading our way – think AI, VR, IoT – and offers some sage advice on where to spend your CTO’s cash…

If you were anticipating a global tech trend to jump aboard of, you might be waiting a little longer for your departure time, because when it comes to anticipating the best tech for their customers, businesses across the world all have their two cents to pitch in.

Bill-Binch-linkedin

There’s one thing they can agree on, though – that they’re “excited” for new touchpoints. Respondents from Australia, US and Europe unanimously agree that emerging technologies such as AI, VR, IoT will serve as touchpoints that positively affect how they engage with their customers.

But when it comes to deciding which of these technologies will out-perform the rest, there’s some discrepancies.

When asked which technology they were most excited to adopt in the future, the majority of the US (38.6%) said predictive, but the feeling wasn’t mutual for the UK (7%) and Germany (4%), who both ranked this as the technology they’re least excited to adopt. A greater percentage of UK (9%) and German (11%) respondents actually preferred no technology, over predictive.

So what are the UK and Germany excited for? VR, apparently. 26% of UK, 30% of German, and 23% of Australians claimed they were most excited to adopt the technology in the future.

They may be excited to adopt it, but when it comes to anticipating the technology actually used by their customers in the next year, there was a different story to tell. IoT was rated as the tech most anticipated, with AR the least across the board. Same goes for which tech respondents were most likely to use in their marketing strategies; IoT the tech preferred by all, except the U.S. who greatly favoured predictive over all else (69.5%).

Don’t expect to see Europe adopting AR and VR into their marketing strategies any time soon; UK and Germany all preferred no technology over adopting AR and VR (17% and 16.8%, respectively).

But what about when it comes to engaging customers, which is the best to use? IoT is still unanimously the most predicted in Australia and Europe, but the U.S. still anticipate predictive to be the top technology to use to engage with their customers (56.8%).

It may be idealistic to desire a unanimous global tech trend for the sake of consistency, but at the very least, these markets should accurately match the technology with their needs.

This survey reveals there are vast differences between which technologies businesses believe will work and what they actually will onboard. Australia and Europe both claim that better reporting and analytics to make sense of data is the one think they need most to successfully maintain customer relationships, and yet they fail to rate predictive technology as their preferred touch-point. IoT may be great for offering seamless omni-channel experiences for customers, but it will ultimately fail to provide businesses with what they claim they want.

What businesses need from tech, and they tech they believe they need to achieve that need simply do not match. Maybe they’re caught up in too many trends? Maybe more transparency and understanding of that these technologies actually perform are needed?

Latest News

IsoWhey launches #YouGotThis Weight Management Campaign Via Indie Agency Urban
  • Advertising
  • Campaigns

IsoWhey launches #YouGotThis Weight Management Campaign Via Indie Agency Urban

Australia’s leading health and wellbeing brand IsoWhey has launched its latest national campaign, ‘#YouGotThis’. Created by Urban, the campaign highlights the real-life struggles Australians face on their weight management journey. A journey made easier through perseverance, and a little help from IsoWhey. The #YouGotThis campaign is IsoWhey’s biggest marketing investment to date, with executions running […]

Taking A stand? Just Do It…Maybe
  • Marketing
  • Opinion

Taking A stand? Just Do It…Maybe

In this guest post, creative and strategy director at WE Buchan, David Coupland (pictured below), takes a look at the fallout from Nike’s Colin Kaepernick campaign and says what it also does is show the importance brands now play in our lives… Nike’s decision to feature Colin Kaepernick as the face of their 30th anniversary “Just Do It” campaign […]

Opinion

by B&T Magazine

B&T Magazine
How To Optimise Branded Keywords
  • Marketing
  • Opinion

How To Optimise Branded Keywords

In this guest post, CEO of Delacon, Michael Center (pictured below) talks the value of branded keywords for marketers and offer his tips on getting the best from yours… Branded keywords are an essential part of the digital marketing strategy for many large businesses. Trading on the recognition and equity of a brand’s name, some of the country’s […]

Opinion

by B&T Magazine

B&T Magazine
OLYMPUS DIGITAL CAMERA
  • Marketing
  • Opinion

Expertise First, Influence Second: When Influence Is A By-Product Of Expertise

In this guest post, Taryn Williams, CEO and founder of influencer and creative talent marketplace theright.fit, explains why influence should be a by-product of success, not the foundation for it… Like any form of advertising and promotion, influencer marketing is not without its controversies. Earlier this year Australia’s Federal Minister for Health, Greg Hunt, ordered […]

Opinion

by B&T Magazine

B&T Magazine
Ford & Facebook Invite Aussies To Personalise 2018 Mustang With New In-App Experience
  • Campaigns
  • Marketing
  • Technology

Ford & Facebook Invite Aussies To Personalise 2018 Mustang With New In-App Experience

Ford Australia has unveiled a new innovation that showcases the iconic Ford Mustang through a collaboration Facebook and Instagram. The interactive campaign invites Facebook and Instagram communities to take part in a live poll to identify Australia’s ultimate Mustang design. Targeting performance car fans, along with design lovers and image-conscious consumers, Ford and its partner […]