It’s not really a chicken or egg question. Problems will generally come first before their solutions. And in industries where solutions requires a lot of tech, this is something often ignored in their lead generation strategies.
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.
It’s been over a week since Google launched a flash sale of their prototype wearable tech, the famous (or infamous, depending on your stance) Google Glass. The sudden and abrupt sale lasted only mere hours from the start of its public launch (right after a shortage of stock).
How is it that a device that’s been surrounded by so much controversy even manage to sell itself out? It wasn’t even a full launch and yet the numbers on the purchases are startling. What lessons can this teach other tech marketers out there?
Every product or service comes with a set of rules that tend to ingrain in our minds from the moment we start using them.
However, these rules play an unsung role when introducing the new technologies that could potentially reshape everyone’s lives.
That role is to keep them from getting shunned too early when you introduce them to the market.
Last year, Google Glass’ beta took a lot of spotlight for its workplace applications (e.g. the doctor who performed a live surgery while presenting them to students and colleagues seven miles away). Others included teachers who saw the potential in presentations for students, technicians in oil fields, and even the military’s own development of similar technology.
And as of last April 15th, Google had announced that Cotton (the white-framed version of Google Glass) sold out in just a single day. This just further proved how many users aimed to utilize and improve the device for future developments.
Is Glass the only technology entitled to this type of testing though?
Glass has been proven helpful for video conferences, presentations, data mining, and monitoring by making those functions more hands-free. It couldn’t have done that though if the folks at Google didn’t put themselves in the same shoes as their target customers.