4 Ways Marketers Can Adapt To Evolving Technology

By Jon Igielnik

Technology is only becoming more and more integrated into our everyday lives; staying ahead of the curve is critical.

Google Glass combines many technologies, each of which are game-changers in their own right, including augmented reality, HD video, geo-tagging and NFC (Near Field Communications). Together, these innovations are thrusting us into a world where users will see, report, and consume in new ways. You may find yourself getting caught up in the advancements, but it is your job as a marketer to lead the charge.

Consider these four ways that you can stay ahead of the technological curve.

1. Be seen.

Thanks to augmented reality, geo-tagging, NFC and emerging technology like Google Glass, consumers today will have the ability to see far more than ever before. Take advantage of these new platforms and don't be afraid to use the technology in promotions. NFC for example, allows users to simply touch a surface with their phone and exchange information (used for applications like Google Wallet). The level of possible exposure is tremendous--users will see their world as never before, so make sure your brand is in view.

2. See your customers.

With the increasing prevalence of advanced cameras and apps like Vine, every user is equipped with a media-making machine, connected to every social media platform imaginable. Smart brand managers are constantly learning from the experiences their customers share. Make changes accordingly, and let the customers know they helped! This new technology  empowers consumers--and with barriers to entry so low, it is often designed by consumers--so as a marketer, your best strategy is to help them.

3. Apps and functionality and compatibility, oh my!

Making sure your company’s software integrates seamlessly with new technology is extremely important. Augmented reality is difficult to integrate broadly because it requires an application of its own to function, but try to incorporate NFC  into your customer's retail experience, or use the technology to add an out-of-home element to a social campaign. Most of all, embrace third-party apps and test, test, test. Nothing hurts consumers' confidence in a brand more than buggy apps and incompatible web sites, so consider it critically important that not only does a brand embrace changing technology, but that it is done as flawlessly as possible.

4. Privacy pays.

Ah yes, the elephant in the room. With so much new data available to advertisers and users alike, it is important to take extra care to protect the privacy of your customers and your business. Avoid the pitfalls of privacy by making  user agreements simple and straightforward, and disclosing when you are making use of customer data. Take note of failed privacy efforts--and resulting costs paid--by many familiar brands (including giants Google, Microsoft and Apple) before deciding how to use these new and valuable tools.

How can marketers adapt to evolving technology? Share in the comments below!