To understand which change is important and which is a mere meme, companies need to listen to and engage with their customers like never before.
Consumer Experience technologies make this engagement much more interactive and intimate than in the days of above the line advertising. This blog reflects some of the interests I have pursued along these lines professionally and is in some sense a collection of memories I thought worth preserving.
In 1986 I started developing software; in 1991 I dove into global networks like FidoNet the Web; since 1997 I’ve made it my job to work in digital technologies and have been working since for major brands, agencies and software vendors on the technology of marketing. With a company executing marketing programs for tech companies such as Microsoft, HP, Intel, and KPN, I’ve applied the technologies of marketing to the marketing of technology. With another company, supporting retail organizations and brands such as Yamaha, Burger King and Microsoft, I’ve applied CRM, social, local and mobile technology in campaigns and strategies. The last few years I’ve been involved in projects where global CPG/FMCG companies get skilled and tooled to understand consumers individually and intimately.
Throughout all this, I found the interaction between human progress in technology, society and moral philosophy as obvious and interesting, as it is misunderstood. Postmodern era globalised citizens in the 90’s craved the web to connect to new tribes, but even more to broadcast their unique snowflake identity to an imagined audience of millions. Cuddled millennials look for stories of sustainable, fair trade, gender neutral brands that they can align with to save the world, one Facebook Like at a time. Modern threats to democracy and the sustainability of our institutions and Gen Y concerns about the privacy of their kids, fuel the rise of the second wave of decentralised computing.
The rise of certain technology only surprises those, that fail to study the Zeitgeist.
Looking at my two daughters, I can only be optimistic about the changes they are going to drive for the better future of our family, friends and who knows, larger society. I’m forever curious about the technology that will both enable that change, as well as open up the imagination for new directions.