The value of new technology

Digital technology offers endless opportunities for brands to connect with consumers, but brands and agencies are increasingly falling into the trap of using technology just because it’s there and available.

Social media, iPhone applications and augmented reality, the current flavour of the month, all have incredible potential. Unfortunately it’s rare to see them used effectively to impact a brand’s bottom line.

The December issue of US magazine, Esquire, is dedicated to augmented reality. Sure, Robert Downey, Jr. coming to life on your computer screen is very entertaining. But to be really effective for both readers and advertisers, it needs to go to the next level.

Users should be able to click on clothing featured in the augmented reality application, and find out what label it is, how much it costs and where they can buy it. Better yet, they should be able to purchase it online straight away.

This is a classic example of a brand jumping on the current bandwagon without recognising the technology’s full potential.

As with any digital campaign, listening to find out where your audience is, what they are saying and how best to talk to them is the first step, and that may take you well away from the latest tech craze.

Even for established platforms such as Facebook and Twitter, the same rule applies. Think beyond the knee-jerk Facebook fan page or Twitter feed.

A stand-alone social media based community site may be a far more effective way to get your message across. Find out where your market is and deliver your content to them there.

Once the best platform has been identified, it’s a question of pushing it as far as possible to create the best user experience.

So that’s the two-part litmus test. One, is the new technology the right way forward? Technology should bring a great marketing idea to life, not be the idea itself.

And two, if the new technology is right for the brand, how can it be used to create a truly valuable user experience? Not just an expensive disappointment.  

ghenderson@visualjazz.com.au, follow@catatonictypist