This Marketing Life: The Future of Technology
Techies gathered in Philadelphia to celebrate technology and innovation during the sixth annual Philly Tech Week. From April 29 to May 7, thousands attended events about advanced customer analytics, virtual reality, the Internet of Things and much more.
How will these technological advancements influence business? Brolik, a full service digital agency in Philadelphia, hosted “The Future of Technology in Business” panel to discuss exactly this.
You might think “tech-first” companies like Facebook, eBay and Uber are the experts on this. However, tech professionals from established brands such as Urban Outfitters, Jaguar Land Rover North America and the Children’s Hospital of Philadelphia detailed how their companies are embracing changing technologies and what it means for the future of business.
What is the affect of mobile technology?
“It’s much more of an intimate connection with the person. They have it with and almost think of it as an extension of themselves. They are constantly looking at [their mobile phones]. Things like push notifications, personalized push notifications, in-store experiences using beacons or localization techniques, is all wrapped up in the mobile space. I do think websites are still super important and people still like to use a full-feature Web browser to convert, but we [Urban Outfitters] do see a lot more activity going on through the mobile app. It’s really important, and we are investing heavily in it.”
How has technology change dover your career?
“I’ve been working in technology for 20 years — since 1996. I think some of the biggest changes have been in accessibility. Really, what resources are available to someone who’s new to technology or people who aren’t trained in technology. The barrier to entry on working with data and code has really come down. I think that’s a product of the pervasive nature of technology in our lives. It’s everywhere. We all have to be able to deal with it.”
How well are marketers prepared for the future of technology?
I don’t think marketers are prepared for this future of technology. It’s kind of like the wild, wild West. Everyone is trying something new and you’re not quite sure what’s going to stick. Do people want augmented reality? Maybe. Do they want to do everything from their mobile phones? Probably. We’re still figuring out what’s going to work, and the person who figures it out first stands to make a lot of money. The rest of us, good luck.”
How can technology change the customer experience?
“I think the No. 1 purpose of technology is to bring a company closer to its customers. Keep it simple. If you stay focused on that specifically, you’re doing the right thing. If it’s technology as a layer to seem cool or modern, you’re doing the wrong things. It really comes down to technology, at its core, should be as simple as possible to bring you closer to your customers.”