3 minutos

Technology is not scary

A reflection on the countless technological trends so as not to fall into technophobia.

3 minutos


The relationship between anxiety and digital trends

It never fails. At recent events we have attended, speakers spend the first third of their presentations scaring people with the avalanche – some might say tsunami – of technology trends that are looming over us.

Serious and respectable sources such as Gartner, Forrester or Techcrunch are cited in abundance with infographics in which a ball connects with other balls (such as the Atomium in Brussels, although this one dates from 1958).

There is often talk of terabytes of data tracked and inferred but, above all, of exabytes of data tracked and inferred (I understand that exabytes are much scarier than terabytes!) All, of course, multiplying at top speed and totally out of control, just like viruses in zombie films.

Slides often show icebergs on which “buzzwords” are written below the waterline, such as Machine Learning, IoT platforms, AI, Omnichannel Activation, Facial Recognition etc. (the vast majority in English, because, of course, to a Spanish-speaking audience that makes them scarier still).

Another scenario that has generated a lot of conversation within digital advertising is the social concern about privacy and security, legislative changes and technological updates linked to Cookieless the term used to refer to the elimination of third-party cookies (Safari and Firefox have already done this and Google announced in early 2020 that it will do so soon), which directly affects the measurement of campaigns, especially with regard to conversions and programmatic buying (Real Time Bidding – RTB).

All this creates anxiety in us…

So, from one perspective, the presentations and conversations serve their purpose, as the formula is usually:

  1. I generate anxiety.
  2. I tell you how my company can take away your anxiety.
  3. I leave you my contact details

The bad thing (for the speaker) is that it generates anxiety in a sense other than that desired. It generates anxiety because we are tired of seeing how people try to use technology to create fear. Technology , ladies and gentlemen, is not scary. It’s people that are scary.

Do people help or hinder digital transformation?

What is scary is when Digital Transformation projects are not undertaken or when they are poorly undertaken. And that has nothing to do with the technology that is developed, implemented, integrated, plugged in… but with the people involved. Anyone who has rolled up their sleeves and worked on a (real) Digital Transformation project knows that what makes a project of this kind go relatively well (or disastrously badly) are the people who decide and execute the strategy.

That is why, on many occasions, large companies (in terms of size and/or turnover), which have the resources (dosh or people) to undertake Digital Transformation projects, opt to “buy in” from outside (acquiring other teams or organisations), rather than generate transformation from within. Because the people who decide and lead the implementation are not prepared for it.

At Genetsis (we are also going to leave you our contact details, but at least we’ve spared you the slide of the balls and the iceberg!) we are working on pioneering Digital Transformation projects in Retail, FMCG, Banking, Industry and Energy. Although they are very different industries, all the projects are (fortunately) similar in that all the people involved (customers and suppliers) are prepared and coordinated to face the challenge. From the outset, it is common for strategic projects of this nature to involve the heads of Strategy, Marketing, Digital, CRM, Research and IT, as a Steering Committee. All informed, all aligned and, most importantly, with no fear of technology.

So now you know. If you go to a presentation in the next few days and they start to scare you with technology, kindly remind the speaker that Halloween is at the end of October. Less trick and more treat.

Desde Genetsis te ayudamos a planear la estrategia digital que más conviene a tu negocio

y a gestionarlo de forma inteligente.



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