Amazon entering the super-market and shortly the drug prescription business. Uber in the taxi business, Airbnb in the rental property business, Netflix in content distribution, crypto-currencies and so on - disruptive technology is upending all aspects of life.
This is a challenge for brand marketers as unlike traditional marketers, who earned their keep by stroking our anxieties, the new marketing mantra is to fashion real-world solutions that deliver value propositions that measure-up to our hopes and dreams.
New technologies require adjustments and compromises; however, there is no doubting that the advance of technology has directly caused the life of the average person to be richer, freer, healthier, and happier.
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Apple, Amazon, Google, Intel, and others are tech powerhouses because we like what they sell. They have won are loyalty. There is plenty of evidence of technology has-beens which are grim reminders that success is only as secure as the ability to stay nimble and responsive to evolving consumer preferences. Competition is very fierce. Anything we don't like about one product will be exploited quickly by another.
Many things affect what consumers need and want. Brand marketers must constantly respond and bring new solutions to the marketplace. Demand is shifting as growing numbers of consumers look for a better balance of time-on and time-off.Social engagement is on the increase as there is growing desire to make personal connections. Referred to as the Kinship Economy this is a big and growing opportunity for brand marketers to build on brand-to-consumer interaction and be disruptive.
Keep in touch,
Jim Lavorato
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