– Warning! Don’t become a Chief Gadget Officer. If marketeers want to play an important role within their organizations, the life of consumers, or maybe even society as a whole, they should put customer needs first rather than focusing on technological opportunities. To be able to give direction to their company, they should know exactly what drives their customers and they need to understand the context in which they operate. That means take the eye off the microscope through which they look at their products and instead analyse their markets, zooming out to examine the context and everyday life and culture in which people live. Be a Chief Marketing Officer, not a Chief Gadget Officer.
– Marketeers fall into the technology trap that we at TrendsActive call ‘the Uberization of marketing’. Out of enthusiasm for all the posibilities that technology offers, marketeers create new apps, widgets and gadgets and tend to forget about the deep human needs that need to be fulfilled. To stay relevant for customers and to make your brand stand out from competition you should think people first, not digital first. Technology is only a means to an end.
– Marketeers should look for inspiration and guidance in the human sciences: anthropology, psychology, sociology, instead of relying on insights from STEM (Science, Tech, Engineering and Mathematics). Big data and AI measure correlations, not causality. It measures what, when, where, how your customers buy, not why they do it. As marketeers we need to understand why our target groups behave in a certain way. Without understanding why, marketeers lose themselves while wandering around in the technology maze.
If you are interested in a more comprehensive story, keep an eye out for our white paper coming up soon.