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

Latest Videos

More Videos

More Brand Posts

What are Chris Riddell's qualifications to talk about technology? What are the awards that Chris Riddell has won? I cannot seem to find ...

Tareq

Digital disruption isn’t disruption anymore: Why it’s time to refocus your business

Read more

Enterprisetalk

Mark

CMO's top 10 martech stories for the week - 9 June

Read more

Great e-commerce article!

Vadim Frost

CMO’s State of CX Leadership 2022 report finds the CX striving to align to business outcomes

Read more

Are you searching something related to Lottery and Lottery App then Agnito Technologies can be a help for you Agnito comes out as a true ...

jackson13

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Thorough testing and quality assurance are required for a bug-free Lottery Platform. I'm looking forward to dependability.

Ella Hall

The Lottery Office CEO details journey into next-gen cross-channel campaign orchestration

Read more

Blog Posts

Marketing prowess versus the enigma of the metaverse

Flash back to the classic film, Willy Wonka and the Chocolate Factory. Television-obsessed Mike insists on becoming the first person to be ‘sent by Wonkavision’, dematerialising on one end, pixel by pixel, and materialising in another space. His cinematic dreams are realised thanks to rash decisions as he is shrunken down to fit the digital universe, followed by a trip to the taffy puller to return to normal size.

Liz Miller

VP, Constellation Research

Why Excellent Leadership Begins with Vertical Growth

Why is it there is no shortage of leadership development materials, yet outstanding leadership is so rare? Despite having access to so many leadership principles, tools, systems and processes, why is it so hard to develop and improve as a leader?

Michael Bunting

Author, leadership expert

More than money talks in sports sponsorship

As a nation united by sport, brands are beginning to learn money alone won’t talk without aligned values and action. If recent events with major leagues and their players have shown us anything, it’s the next generation of athletes are standing by what they believe in – and they won’t let their values be superseded by money.

Simone Waugh

Managing Director, Publicis Queensland

Sign in