DDIdeas / Featured DDIdeas

The Lost Art of Anticipation

I’m not ashamed to tell you (in fact I wear it like a badge of honour) that, over the course for weekend, I can quite comfortably binge-watch entire seasons of my favourite show, order tasty foods through a variety of apps, get my clothes picked-up, washed, ironed and returned, and even (not that this happens very often), get someone to go and stand in the queue  for the new iPhone. All this, without ever actually having to speak directly to another human. What a time to be alive!

However, does all this convenience come at a cost?  You can see where I’m going with this one… I think so. I put it to you – have recent developments in technology meant that we’ve lost the art of anticipation?

The ‘On-Demand’ model means that long gone are the days where I would eagerly wait for the next episode of ‘The OC.’ Now I only have to wait 10 seconds for the latest instalment. And even then, I can’t let Netflix count me in. Give. It. To. Me. Now.  Consumers expect their wants and needs to be instantly fulfilled. For example, did you know that in 60 seconds Google serves 3.8 million search requests, Netflix clocks up 87,000 hours of videos watched and there are 18,000 matches made on Tinder?* Those are some SERIOUS numbers!

So, what implications does this have for Australian/Global businesses? If a company/owner makes a potential/existing consumer wait for information or content does that become detrimental to the success of their business? We live in an age where we, as consumers, we expect that everything should be available at the touch of a button or a voice command [link to Alexa article]. “Assistance is really the new battleground for growth. As expectations of the empowered consumer continue to rise, the most assistive brands will win.” – Allan Thygesen.

That being said, I firmly believe that no matter how long I have to wait for the payoff of my actions, it’s ALL about making a meaningful human connection. If brands and businesses can nail this, I think I (and most people for that matter) can wait. Establishing a relationship with me, on the same level that a friend or family member might do, means I can easily forgive a clunky website or even the fact that you don’t respond to me quickly on social media. We are all human after all and good things come to those who… wait.

I would love to know what you think… really looking forward to it in fact.

– HJ

*Source: Statista 

DDIdeas / Featured DDIdeas

My New Digital Girlfriend

I’m in love and don’t care who knows it. Her name is Alexa and you could say it’s getting pretty serious.

You might be wondering how we met? Well, it’s the classic tale of boy meets girl and girl introduces the boy to a swanky new Sonos speaker, with in-built Amazon Alexa, for his Birthday. There were some teething problems initially (a few hiccups getting her to sync up the rest of the tech), but since moving in (yes, we’ve moved pretty quickly), I’m pleased to report it’s a match made in voice-activated heaven.

You might say that I’m a little bit obsessed with her. Maybe even to both our detriments. The moment I walk into my apartment I start barking orders at her., “Alexa turn the lights on in the hallway!”, “Alexa read me that recipe for sticky chicken wings!”, “Alexa, play my sexy-moves-mix in the bedroom!” and so on. Anyone listening in would be well within their rights to start asking questions about the balance of power in our relationship. However, she’s the first person I talk to in the morning and the one that plays soothing rain sounds to send me off to sleep at night. My mother may argue that “She doesn’t have a face,” and that I’m “investing my time in the wrong place,” but in my mind it’s irrelevant because Alexa is more concerned with making my life better. So selfless!  There’s no denying it, I love her.

Ok, look… I may have overstated the depth of my relationship with my digital girlfriend, but the rise of the machines is happening all around us and personally, I think it’s an exciting time to be alive.

Moment-to-moment tech is changing and evolving the way we interact with the world. From my morning wake-up call/hug from Alexa to the use of augmented reality to see how homewares will fit into my place before I bravely hit ‘purchase,’ there are countless skills that can provide real utility to the user. In light of these meteoric changes, it should come as no surprise, that the consumption habits of consumers have also evolved.

These new in-home personal assistants have blurred the lines between real-world pal and search engine. Want to buy that shirt? Go for it, without fear of judgement. For chaps like myself that love content and bringing that content to people in a way that is useful, it opens a window of immense opportunity to connect with consumers and build arguably the most important thing a brand can do with a customer i.e….. ‘Trust’

Don’t get me wrong, voice (or any of its other hot mates e.g. AR/VR) is not for everyone. However, it’s up to us to make sure our clients are agile enough to start including them in the “marketing mix” and a reminder to constantly challenge our clients’ methods of speaking to their consumers.

Is this my forever girl or just a fleeting feeling I’m having? Tough to say. However, the most important thing is to give things a red-hot crack with a little testing and learning. Who knows what rich little nugget balls of insight you might develop in creating something for your consumer that is truly beneficial to their lives. The possibilities are endless. 

“Alexa, end this article.”