This post is by Anton Buchner, a senior consultant with TrinityP3. Anton is a lateral and innovative thinker with a passion for refocusing business teams and strategies; creating visionary, data driven communication plans; and making sense of a more complex digital marketing environment.
Twitter reduced information and conversation to 140 characters in 2006. So we can all…
… to our hearts content.
A cheeky glance
The new Apple Watch has simplified smart interfaces to ‘glances’. Apparently, just the right amount of information to view content on a watch. Well, at least until the next technology.
A quick snap
The world’s fastest camera, The Sequentially Timed All-optical Mapping Photography (STAMP) camera, is capable of capturing 4.4 trillion frames per second. It’s able to record chemical reactions that have previously been impossible to capture, as well as the movement of light and heat conduction, which occurs at a sixth of the speed of light.
A super fast download
The fastest broadband download data rate occurs in South Korea.
Food gets faster
And Fast Food is getting faster with pre-ordering and mobile App usage on the rise. In the U.S., mobile payments are expected to triple to nearly $9 billion in 2015, according to eMarketer
So it’s no surprise that McDonald’s, Starbucks, Chipotle, KFC, local cafes and many more are jumping rapidly into mobile marketing.
Starbucks has stated that 32% of in store transactions occur through pre-paid cards, and 16% are now through their App.
And closer to home, 365Cups, a Wagga Wagga coffee pre-ordering small business has gone global. They’ve had 634,000 coffee orders since their launch in January 2011.
Footballers at speed
And on another level, do you know who’s the fastest man in Premier League Football?
It’s not Arjen Robben (he’s 9th at 30.4km/h) or Wayne Rooney (7th at 31.2km/h). It’s Man U’s Antonio Valencia crowned the fastest player at a speedy 35.1 km/h, according to FIFA.
Super slick wheels
But Antonio pales when compared to the fastest car, the Texan made Hennessey Venom GT which has clocked 270 miles per hour or 434.5 kmh.
Photo: Hennessey Performance/HPE Design LLC
So why are we transfixed, obsessed, addicted to speed?
Why do we need everything quicker?
Were we unhappy with letters taking a week or two to arrive?
Were we so unhappy with a morning tea break where the whole company actually stopped and chatted with the boss and each other over a cuppa and some cake?
Well I’m starting to sound old now. So I don’t want to be misjudged for preventing progress.
But I do want to challenge the notion of speed or quantity, versus quality.
What do you make of this obsession with speed?
My feeling is that with digital technology we have sped life up to a point where it’s actually reaching a major tipping point.
It feels like it is only going one way. Faster. And if we’re all going faster then what will happen to the quality of human output? In particular to focus this post, what will happen to the quality of marketing output?
Will it diminish to a point of quantity and bombardment?
Some would say that we’re pretty close. We see thousands of marketing messages a day, most of which we simply ignore or don’t even consciously see. How on earth are we expected to absorb, judge and act on all these messages?
Yet the conundrum is that the communications industry is moving towards greater levels of sophisticated targeting, automation, and programmatic activity to stop consumers supposedly in all their tracks.
So I’d like to pose 2 major marketing impacts, and some actions, that marketers and agencies could collectively take when operating in this warp speed landscape:
Continue reading “2 major impacts for marketers and agencies due to our obsession with speed”