On the coldest day of the year, marketers and brands traipsed all the way over to the eastest of the East-end and the shining beacon of The Crystal to hear about The Future of Marketing, arranged by industry organ/media/network The Drum. Here are three of my key takeaway nuggets from the day:
Lamp posts will become harbingers of smart tech in a not too distant future. 5G, air quality sensors and charging electric cars are just some of the potential new uses for these unassuming bits of city infrastructure, which is quite a step up from their current add-on uses as, um, dog urinals. Talking about London’s future as a smart city, City of London’s CDO Theo Blackwell rightly pointed out that the smart city is not all about technology, but improving lives. In fact, there is a public Trello board where you can see what they are doing to get there.</p>
There’s a new B2B in town: Bot 2 Bot. As the number of connected devices in our homes increase, we’ll get to the point where your appliances and devices will be able to talk to each other without you getting a word in edgeways. When your smart washing machine is running low on detergent, it will prompt an order to buy more via your Alexa before you’ve even folded those tshirts. Same goes for the smart fridge, who can suggest recipes based on the ingredients in the fridge. For advertisers and brands with products and services to sell, Unruly prompted the question: What about brands? How can you get your brand chosen, when the washing machine will chose their affiliated brand for you, and the fridge will show you recipes from their own brand’s website, rather than others. In short, what will happen to Nigella?
“Ideas need to be you centric, not audience centric.” These are the words of “The Kardashian Principle” author Jeetendr Sehdev whose key note taught us how to use the principles of social media celebs for our own ideas, services and products. In short, unapologetically be you and stand for something; give audiences the power to like you or dislike you, based on your brand and your values. You’re not going to be for everyone, and that’s fine.