This changes everything. Three words that stream through the world of marketing. “This” is a product; “changes” means for the better, and “everything” is implying something but certainly not everything. Marketing seldom comes out giving an absolute because implying is psychologically enticing. A look at past changes: The first color movie changed movie production but it didn’t change everything. Google throws a half-dozen modern technologies onto a car-like frame, calls it autonomous but it doesn’t change everything. The first Apple Macintosh computer all the way to the iPhone hasn’t changed everything. So, we might have to agree on everything really being just a bit of re-engineering in any product. Because nothing can change everything. If the earth was sucked into a black hole in outer space everything would change.
We are forever adventurous and inventive starting with our very first toys as a baby. The need to experience objects continues right into childhood to adulthood and more, we learn to identify with other people in order to form relationships and bonds. But this thought leads me back to the word “everything”. Because we humans are all about the next big thing and technology businesses understand this fact - what if a new technology really will change everything? How would we maintain relationships with others if the change was so drastic as to not be understood in its relative function among people? And, the company proclaims that this technology is now the future? This is precisely what is happening in the realm of technology marketing. Many firms have formed their strategic marketing on the human race becoming one with digital things. We are data; the brain providing all data for knowledge of all future transactions.
“This changes everything” in reality - which again, is not marketing's function - comes down to consumers getting a faster engine, a faster processor, an app for this and app for that, a bold color, a new look; all sorts of tangible aspects. Have you found that after making a purchase how glad you are that everything is familiar? You can get back to one of your three screens, watch the world turn and wonder why everything seems to be changing but the future hasn’t arrived.
RPW2016
We are forever adventurous and inventive starting with our very first toys as a baby. The need to experience objects continues right into childhood to adulthood and more, we learn to identify with other people in order to form relationships and bonds. But this thought leads me back to the word “everything”. Because we humans are all about the next big thing and technology businesses understand this fact - what if a new technology really will change everything? How would we maintain relationships with others if the change was so drastic as to not be understood in its relative function among people? And, the company proclaims that this technology is now the future? This is precisely what is happening in the realm of technology marketing. Many firms have formed their strategic marketing on the human race becoming one with digital things. We are data; the brain providing all data for knowledge of all future transactions.
“This changes everything” in reality - which again, is not marketing's function - comes down to consumers getting a faster engine, a faster processor, an app for this and app for that, a bold color, a new look; all sorts of tangible aspects. Have you found that after making a purchase how glad you are that everything is familiar? You can get back to one of your three screens, watch the world turn and wonder why everything seems to be changing but the future hasn’t arrived.
RPW2016