Here’s a short video I recorded this morning at London’s Heathrow Airport, after reading an article on new marketing technologies in the July UK edition of Wired Magazine.
What I’m talking about: The article describes many new marketing technologies that can manipulate customers and invade their privacy. My bottom line (as I write in the first chapter of We): There are two types of technology – those that bring you closer to your customer and those that put a barrier (or create distance) between you and your customer. If a technology builds your relationship with a customer, great. If it hurts your relationship, then there are reasons beyond privacy and manipulation that should keep you from using that technology.
Here’s the video. Please excuse the rough video quality … that’s what happens when a Flip Video (which is normally adequate) gets combined with bright lighting behind me, and my complexion after 12 hours on an airplane.
Here’s the blog post on We Relationships I reference in the video. (Postscript: The video describes how United Airlines used their baggage tracking technology to help me today, and this blog post describes how they didn’t use the same technology to help me 10 days ago. The result: Today I got my bags on time, 10 days ago I was severely inconvenienced. It’s not about the technology, it’s about how you use it.)
What do you think? Any of you using these technologies in your marketing? Any of you notice digial signs looking back at you in retail stores? Anybody paranoid that their cellphone usage is helping Big Brother track your every move?