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Wearable technology? It’s cool, it’s fun, and it will make some people feel uncomfortable.
Posted on September 25, 2014 at 2:51 PM |
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Pictures and video have recently been top of mind for me as it relates
to wearable technology. So yes, I’ve
invested in and played around with the GoPro
camera, and a device known as the Narrative
Clip in order to gain personal experience.
Let me begin by saying that this post is not a product review. And it’s not a report that involves quantitative
marketing research. It’s simply a very short
observation based on my personal experience with each device over the past 12
months. As a CMO I was curious to experience people’s reaction to these devices
once they realized they might be recorded.
And of course, I also wanted to review the pictures and video’s taken to
see how this type of media might be leveraged as part of a marketing campaign
or brand building initiative. As far as the performance, let’s get that out of the way first. They are both easy to use and deliver video
or pictures as promised. As I said
before, what I’ve found most interesting was the reaction of the people engaged. The GoPro while having fun I wore the GoPro while running (OK, really I walked most of the way) at
the Miamisburg
8K Turkey Trot. And as you can see,
while the GoPro is quite small, you definitely see it coming and can recognize
it is as a recording device. The Narrative Clip while
presenting As you can see in the picture (circled in red), the Narrative Clip is a
tiny device. It’s an automatic camera
and app that many people won’t notice when they first encounter you. But once they notice it, get ready for the
questions to begin. · “What is that thing on your suit coat?” · “Is it on now?” · “Does it record sound too?” · “How often is it snapping a picture? · “Why do you want to wear something like that? · “What do the pictures look like?” · “What do you do with the pictures?” · “Do you always remember to take it off before
you enter a public restroom?” · “Alan, take it off.” (that was during a family
gathering) Marketers and Privacy Yes, when it looks a bit like a stealth device the questions and
comments are right to the point. So, are
you wondering if the Google Glass is in my future? Well, I now have a taste of the physical
level of hostility that can be just under the surface when people feel their
privacy is under attack. Let’s take the
recording aspect out of this situation.
What about digital privacy in general?
Consumers may value personalized, relevant marketing, but at what cost
to their privacy? You might have expected
me to conclude this post with a snappy “3 Tips for Marketers to consider with
their Privacy Strategy” based on my little experiment. Sorry, privacy is a topic that can drive a visceral
reaction from consumers and as marketers we need to spend much more time on
this subject. What are your thoughts
about consumer privacy? |
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