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Rob Edgell, Fossil | Mike Orren, Speakeasy | Rob Howard, Verint & Telligent | Jana J. Pruet-Whitson, DallasInnovates | Carlos Villarreal, Mobiquity Inc

Emerging trends experts on wearables, digital advertising, mobile and social community left the March SMDallas audience buzzing with excitement about the world of technology and new insights they shared.

The Take-Aways

While the topic of technology has many avenues one can explore, the panel was able to relate everything back to this main idea – the customer.

It’s clear that customer obsession is at the forefront of these panelists’ minds, and they fully understand not only the ins-and-outs of the products they’re supporting, but also the end result of those products: consumption by the customer.

So, without further ado, here are the key take-aways from the Emerging Technology panel…

Identify How Your Technology is Being Used

Consumers expect and anticipate updates to come out for technology that they’re using. By better understanding how people are using a product, companies are able to adapt the technology and align updates with consumer’s wants and needs. Hyper-relevancy allows products to remain sustainable for the long-term. Companies often gain this consumer insight by testing

different parts of the market before rolling out products to the masses. That way, they’re able to pinpoint potential holes in the product and understand how people are using the product, prior to it being used by each and every user.

Marketing Must be Integrated

No matter which outlet you’re using to reach your audience, ensure the story is consistent throughout. The unified story will help drive home the identified value of your product. Companies must expanded upon and continue to improve these values to ensure customers remain loyal and have a high interest in the product.

The consistency in storytelling make it easier to have the mindset of communicating with consumers, instead of communicating at customers. Communicating with customers allows the formation of a community feel in which buyers are able find common ground amongst each other in the products they purchase. Having a community feel helps influence buying behavior in a positive manner and begin to act as a function of sales for the product.

Personalize Technology

Whether it’s a wearable device, an app on one’s phone, or a gadget that automatically opens a home garage, marketing these devices to the end consumer should center around one thing: personalization.

For example, Rob Edgell mentioned that by making wearables fashionable and more personalized to the consumer, Fossil is better able to encourage regular usage. An average consumer will use a wearable for a while, and eventually stop using the tracking device because they are overwhelmed with data interruptions.  If the wearable device tracking behavior is a part of a watch or device that resonates personally with the consumer, the lifespan of that particular wearable increases dramatically. The key is setting up filters that make sense to the individual, so that only the right information gets through.The consumer now relates to the product, and has a personal interest and attachment to the beautiful arm candy they’ve purchased.

The insight provided by the panelists was unique, in-depth, and thought provoking. We’d like to thank our sponsors for making the event possible: The Salesforce Marketing Cloud and Mobiquity.

Next month, join Cynthia Smoot of Oh So Cynthia, Ed Bark, blogger and former Dallas Morning News Critic, Peter Linder of Ericsson and the Dallas Brew Scene discuss the topic of blogging. The event, From Blog Mania to Blog Sanity on April 14th will help you begin to pave the road forward, whether your goal is to advance your client’s image or become blog-famous yourself..