How to win in a world of hyperadoption

As we move into this new era of hype innovation and hyperadoption, the pressure is on CMOs to ensure their brands can deliver innovative solutions and connect with consumers, Forrester claims

Ubiquitous connectivity, cloud architecture, big data and artificial intelligence are the four enabling technologies expanding our digital capabilities and driving modern consumer experience, a new report claims.

In his new report, Will People Really Do That, Forrester principal analyst, James L McQuivey, said that as digital disruption becomes the economic force reducing innovation costs, digital disrupters will become more agile when it comes to building products and service experiences.

As a result, people are overcoming their natural bias against change and becoming more adaptive to new product experience, which the report labels ‘hyperadoption’.

According to McQuivey, the four core enabling technologies – ubiquitous connectivity, cloud architecture, big data and artificial intelligence – will precipitate a dramatic expansion of digital capabilities in four key areas of our lives.

The first is how we produce and control the physical, such as digital homes, self-driving cars, 3D products and drones. The second is how we interact with technology, such as robotics, voice interactions, computer vision and virtual and missed reality. The third is by maintaining our wellbeing through smart wearables and internal biosensors. Finally, the fourth capability is how we connect with each other, through apps and other social sharing platforms.

CMOs that fail to understand what makes these new experiences not only possible but inevitable, won’t be able to keep up with the pace of innovation, the report stated.

In addition, marketing leaders will be faced with the challenge of keeping consumers engaged in an era where the audience is emotionally less connected to new products and invests less in low-cost experiences.

Read more: Companies lack policies to disrupt traditional business models: Forrester’s McQuivey

As a result, the Forrester report recommended CMOs offer innovative products or services when people are ready most for novelty, rather than geared up for rejection. For instance, Apple called its customers to attention with its smartwatch release in such a way that people believed they were hearing about powerful wearable technology for the first time, even though wearables had already been on the market for years, McQuivey stated.

When it comes to surviving the hyperadoption era, the report advised CMOs to be ready to answer five key questions:

  • What does my customer need next?
  • What would this change about our customer relationship?
  • Can we develop this in a way that reduced the perception and loss?
  • Do our policies permit us to do this quickly?
  • Can our brand help us do this in a way that accelerates attention, intention or action?

The report also advised CMOs to work aggressively with their customer experience, technology management and product management peers to ensure innovative solutions brought to market can redefine or extend brand awareness through a simple and loss-less benefit strategy.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Sustainability trends brands can expect in 2020

​Marketers have made strides this year in sustainability with the number of brands rallying behind the Not Business As Usual alliance for action against climate change being a sign of the times. While sustainability efforts have gained momentum this year, 2020 is shaping up to be the year brands are really held accountable for their work in this area.

Ben King

CSR manager & sustainability expert, Finder

The trouble with Scotty from Marketing

As a Marketer, the ‘Scotty from Marketing’ meme troubles me.

Natalie Robinson

Director of marketing and communications, Melbourne Polytechnic

How do we break out of our marketing echo chambers?

Clients and agencies can get stuck into a particular way of behaving and viewing the world, but there are ways to break out of our marketing echo chamber.

Steve O'Farrell

Managing Partner, The Royals

If you think it can benefit both consumer and seller then it would be great

Simon Bird

Why Ford is counting on the Internet of Things to drive customer engagement

Read more

It's a good idea. Customers really should control their data. Now I understand why it's important.

Elvin Huntsberry

Salesforce CMO: Modern marketers have an obligation to give customers control of their data

Read more

Instagram changes algorithms every time you get used to them. It really pisses me off. What else pisses me off? The fact that Instagram d...

Nickwood

Instagram loses the like in Australia; industry reacts positively

Read more

I tried www.analisa.io to see my Instagram Insight

Dina Rahmawati

7 marketing technology predictions for 2016

Read more

The saying is pretty tongue in cheek. It's not saying that marketers are bad people, nor that they don't take themselves seriously. There...

LYF Solutions

The trouble with Scotty from Marketing - The CMO view - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in