IT Research & B2B Marketing – Challenged by the Same Problems

It can be argued that one of the highlights of the 21st century is the high rate of innovation. Barely three to five years and already a new gadget comes along to change the way we live our lives. It began with the personal computer, then the world wide web and now smartphones and tablets have become the next step.

Yet no sooner than them that another gadget is slowly making its way to the horizon: Wearables. But while they may as well present new opportunities and challenge for B2B marketing, they only indicate a need that’s been with us since the dawn of civilization.


Among the contenders for tech’s next big hit, you have Google Glass and Oculus Rift. Both may not be best examples for marketing but their underlying goals spell out mankind’s next attempt at perfecting communication.

Glass has been posed as an information source which will literally be at your beck and call, ready to enhance how you process and experience daily life. Simple tasks like fact-checking and consultation are made even simpler. (Imagine only using your voice instead of scrolling down a phone screen.)

On the other hand, Oculus’ acquisition by Facebook has many speculating the social network’s intention could go beyond just VR gaming. Zuckerberg was even cited saying that Facebook serves as the perfect testing ground for applying the technology for more non-gaming experiences.

“After games, we’re going to make Oculus a platform for many other experiences. Imagine enjoying a court side seat at a game, studying in a classroom of students and teachers all over the world or consulting with a doctor face-to-face — just by putting on goggles in your home.

This is really a new communication platform. By feeling truly present, you can share unbounded spaces and experiences with the people in your life. Imagine sharing not just moments with your friends online, but entire experiences and adventures.”

Facebook CEO, Mark Zuckerberg

Throw in the fact that Facebook’s just recently acquired fitness app ProtoGeo and messenger WhatsApp, it seems all signs do indicate the social network’s intention to keep revolutionizing communication (just like it did in its earlier years).

Yet the question remains, what other flaws in today’s communication still persist?

  • Lacking interaction – Communicating with prospects is easy now, no matter the distance. However, we still feel the pangs of having our hands tied. Why else do you think content and social media are such big hits even in the B2B sphere? It adds more to the interaction beyond just talking over the phone.
  • Mobility – It sounds obvious but wireless phones are handy because they let us take the conversation anywhere. Sure, wearables could introduce new norms for appropriate times to call. That doesn’t eliminate the increasing possibilities of how a prospect may contact you.
  • Speed – We went from sending messages by carrier pigeon to sending them by text. Why did this happen? Because we wanted the message faster. So no matter how fast a technology makes it, your marketers should be even one more step ahead when it it comes to sending that message.

The ability to perceive and interact with the rest of the world really rings a futuristic tone. But at the core of this development, there only lies certain problems that still constrain human communication. These same constraints are not just challenges for tech but should challenge the capacity of your IT marketers.

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