Watching this video of Coca-Cola’s new interactive vending machine, Anthony J Phillips, the Global Marketing Manager of Coca-Cola, talks about the “fantastic partnership between marketing, technology and design”. I think it’s a profound and important partnership that will dominate marcomms into the future. I’d add another element – human behaviour in the form of anthropology / behavioural economics.
How best will we marketers and communicators best be trained for this future – in order to best understand and communicate with people? Technology studies? Cultural anthropology? Town Planning? Data science? Architecture and Design? Typography? Behavioural Economics? Sociology? All of the above?
To me, old fashioned integrated Marketing and Public Relations & Communications just doesn’t cut the mustard anymore.
This a great evolution of search engines, making it simple to find relevant info at a glance. Instead of search engines providing a list links where the content might eventually be – they will evolve into a place where they curate and collect multiple reliable structured data sources and give us the ANSWER. We may well look back on the pages and pages of unstructured lists that make up search engines today and think – “how uncivilised”. Google Squared acts to structure this content, and provide some commonalities between the types of content.
How it is prioritiseed will be an interesting question – will Google prioritise based on typical search engine optimisation rankings of popularity of quality data, or will it now begin to prioritise based on the spread of quality data – for example a coffee shop that lists not only the description, address, business hours and cuisine – but also payment methods, disabled access, coffee bean menu, and other, more imaginative things like whether it has a YouTube identity by which it provides video barista classes? Alternatively, will Google provide sorting options – based on user criteria?
Whatever the case, it’s a stronger incentive for organisations of all types to ensure they build a quality, structured, informative presence across all content platforms.