Today’s “social” technologies allow our digital selves to interact in our newly-acquired digital world. But, for now, these technological interactions can only reflect our human selves. I believe, as do many, that as these technologies are used by increasing numbers of people around the world, they will, in turn, serve as catalysts for the “advancement” of humankind. And that advancement will occur at a pace rivaling that of the technology itself.
I recently wrote that “social networking will prove to be about what we’ve learned from our analog existence, but, more importantly, this digital form of ‘community building’ will be remembered as the 2.0 of ‘Mr. Gorbachev, tear down this wall!’” (Optimization -March, 2009)
For me, these are fascinating times, and - as you can tell by now - I believe they hold immense promise. The “advancements” that I will witness in the coming decades will be just as remarkable, to me, as those that my father has witnessed are to him. There is one big difference, though – the focus.
Technology, these days, has become expected - and therefore, unremarkable. My fourteen-year-old already demands from technology what her intuitive self tells her is possible…if not this minute, the next. During her lifetime, technology promises access to things my father could never have imagined. Her ability to communicate, to access knowledge, and to selectively participate will be nothing short of remarkable. But it will be less about the technology itself, and more about its capacity – and potential - to advance the human condition. And this promises to be one exciting ride – hang on to your hats!
As a marketing professional, these are certainly challenging, and, often, inspirational times…but, in my opinion, not all that remarkable. Our biggest issues, aside from a down economy, have to do with the “available” 24/7/365 “social” technologies shaking themselves out. When you’re involved at the leading edge, things remain fluid and unpredictable. “Fluid” and “unpredictable,” by the way, are two things a brand hates…which is exactly why brands are paying attention.
From a marketing perspective, there is always potential in uncertainty, as there is in hazard. Just as an entrepreneur considers risk-and-reward potentials, a strong national brand does, as well. But the difference is that a strong national brand can afford to experiment to a greater degree than a regional or local entity. Smart businesses – of all sizes – know that it’s better to be a little late than a lot wrong.
With regard to marketing, I can assure you that once the enterprising software and proprietary applications are fully developed, and behind secure corporate firewalls… Game On!
