KBB - October 2014 - (Page 18)

TECH SAVVY Digital Insight What can the design industry learn from Silicon Valley? Claiming that the digital space and the Internet of Things (IoT) is now the consumers' new frontier is an understatement. It is where more and more of our clients are spending vast amounts of time researching, prioritizing, budgeting and ultimately purchasing goods and services we sell. And it's encouraging to note that more and more designers are staking their claim. But with the rate of change there is always the challenge to continually learn how to harness technology in your design business. And much of what we'll need to know does not always come from inside, but from those high achievers who are leveraging the power of technology and successfully creating brand awareness outside of our industry. "Digital intensity: an investment in technologyenabled initiatives to change how the company operates - its customer engagements, internal operations and even business models." "he Digital Advantage: How Digital Leaders Outperform Their Peers in Every Industry ~ a Capgemini Consulting Published Report It might be telling that the uber tech savvy, who are harnessing the power of tech...are in tech. Telling too, successful brand leaders hire sales and marketing resources who are required to have a percentage of "geeky-ness" on their resume before they will even be considered for the job. "It's nerds who rule," says Tom Bedecarre, chairman of ad agency AKQA, boasting clients like Nike, Ferrari, Xbox360 and VISA. And to drive this idea home about just how much those involved in tech and those who understand the importance of harnessing tech are succeeding, Google how much top tech companies - most hatched in or hailing from Silicon Valley ("geeks," whose objective is to predict and capitalize on consumer behavior) - make, in say, a year. The answer is given in dollars per second. Not months, days or hours...but seconds:* Instagram Twitter YouTube Pinterest Google Amazon Facebook Apple $158 per second $570 per second $697 per second $121 per second $1,873 per second $1,996 per second $3,898 per second $4,540 per second * All approximate per-second sales data in this list changes...per second Making every second count takes on a whole new meaning when your business address is Silicon Valley. So if those in tech are enjoying this 18 + K BB "Social media, mobile, wearables, Internet of Things, real-time - these are just some of the technologies that are disrupting markets. Changes in how people communicate, connect and discover are carrying incredible implications for businesses and just about anything where people are involved." Digital Darwinism; How Disruptive Technology Is Changing Business for Good, ~ Brian Solis for Wired's Innovation Insights degree of success, then where can we begin making every second count using technology? If top companies are using the IoT and dedicating technical-slash-marketing resources to their management profiles with a large degree of success, it begs the questions: Shouldn't we imitate or innovate on some scale using similar strategies? Shouldn't we update legacy marketing strategies and explore this frontier where consumer behavior and technology meet, just like they do? The answer to all these questions is a resounding "yes!" So How Do We Start? First, it's a good idea to develop a commitment to learn more about technology. That may mean dedicating time and resources to the learning process. Reading tech magazines or blogs, attending a tech conference, taking a class at a local college or, if money is available, hiring a geekster tasked with researching new markets, product placement or media strategies - all are all great places to start. And it's not just leaders in Silicon Valley who can give us answers or inspiration when it comes to harnessing technology. It's also a great idea to look over the fence to see how other industries are using it in their backyards to promote new products and create brand awareness. Whether it's the fashion leader Burberry for social success; the cosmetic industry's Innovation Awards discovering who's making consumer purchasing more convenient and why; or the craft beer industry's BrewDogs changing the climate for brew - inspiration and exciting ideas about how to use tech in our design business are everywhere. With an estimated 4.5 billion mobile users tapping in today, it's good business to remember that there is a great deal to be discovered from tech mavens, digital disruptors and those navigating the digital frontier successfully from both inside and outside of our own industry. Who knows? By looking outside ourselves, we might be able to lay claim to our own technological inspiration and quicken the pace of customer engagement and brand awareness on our own digital frontier. n - Katy A. Garrett is CEO of Connexionsoft Project, Inc., producer of the Design Tech Summit, a DesignCamp.com counselor and an author and speaker. Follow her on Twitter @Designtechie, and like her on Facebook @ DesignTechSummit. October 2014 / www.kbbonline.com / The Official Sponsor of KBIS www.kbis.com http://www.DesignCamp.com http://www.kbbonline.com http://www.kbis.com

Table of Contents for the Digital Edition of KBB - October 2014

KBB - October 2014
Contents
Online Contents
Editor’s Note
Show Director’s Note
People & Places
Business Strategy
Tech Savvy
Universal Design
Solutions
Reader’s Choice Awards
KBIS Countdown to Design & Construction Week
Trends
Products
Design
Timeless Beauty
Art as Life
Last Word

KBB - October 2014

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