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In the latest Star Wars finale, Rise of Skywalker, there was a touching scene when C3PO remarked, “let me look at my friends one last time”. Echoing through this statement, it literally feels that robots have demonstrated emotional ties typical in a human relationship. Fortunately, it has not. Robots are not able to have a wandering mind according to Henry Wang. He rightfully said that the inability for robots to have a wandering mind makes it ideal for high productivity works and no downtime engagement. (Waytz, 2019)
The fear of robots taking over jobs are real but less averse when we can frame 2 observations by Waytz, (2019). According to a recently published article on Leisure is a killer app, he outlined that Humans are better at delivering empathy. Furthermore, a human being has the ability to manage change and a variety of work. People simply do better in these than any automation or AI processed logic.
The fact that humans can allow its mind to wander, creativity sparks. It has been observed that leisure activities take us out from pressing reality and cultivates better ideation and creative outputs to address problems. Therefore, we should not fear robots or machine learning regardless of their 24/7 capabilities outstripping human endurance.
In 2020, social listening has been touted as a key enabler to shorten product development. With the right deployment, it addresses gaps in the marketplace which develops stronger consumer insights. While traditionally companies have relied on surveys, research and focus groups, it takes a long time to develop responses to the market place. On the other side of the scale, machine learning coupled artificial intelligence is able to shorten the product development cycle through better funneling of insights.
Social listening was widely used to understand consumer sentiment and public opinions in the earlier days. (Yip & Blaclard, 2019) These are widely referred as buzz and sentiment. Advancement in technology as enabled machine learning to pick up a better natural language, pictures, and sounds. By having these additional data points, social listening is able to detect customers emotions and opinions which makes it a viable platform to invest in.
According to Yip & Blaclard (2019), machine learning now has the ability to filter through what massively fake information curated by robots, agencies and eCommerce sellers. By reducing these noise, brand owners now have the ability to shorten product development and mitigate risk in product rollout by getting closer to the insights left in the marketplace. By diving even into the niche customer base, brand owners can develop a more customized product offering that caters to communities of a user , for example, allergy-free soap in the health beauty sector.
Tribal marketing is another important key insight discovered through active social listening . Locating influencers and key leaders within the community allows brands to complement traditional marketing efforts. The authors shared a staggering result that by embracing tribal leaders, they have observed surges up to 50% in marketing returns compared to traditional marketing. Though this observation is largely centered around the ecosystem of China.
As we march into this new decade, embracing new improved technology through social listening will likely be a norm rather than an outlier. The power of Machine learning will be able to serve through massive amounts of data and to actively generate key insights. Unfortunately, robots don’t dream which is a good thing. This simply means that the human race is still needed for creative interpretation. Rest well and be assured, it was dreaming that has propelled the human race to scale greater height in everything we do. Let’s harness this power with the right investments in social listening and we may stumble faster into new things and test new ideas like never before. Happy Year 2020. Let’s dream bigger in this decade.
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Waytz, A. (2019). Leisure is our Killer App. sloanreview.mit.edu. Retrieved from sloanreview.mit.edu.
Yip , P., & Blaclard, V. (2019, 12 31). Social Listening is revolutionizing new product development. Retrieved from sloanreview.mit.edu: https://sloanreview.mit.edu/article/social-listening-is-revolutionizing-new-product-development
Photo Credit: https://amerisleep.com/blog/dream-hacking/[/vc_column_text][/vc_column][/vc_row][vc_row equal_height=”yes” content_placement=”middle”][vc_column width=”1/6″ offset=”vc_hidden-xs”][vc_single_image image=”1715″ style=”vc_box_outline_circle”][/vc_column][vc_column width=”5/6″ offset=”vc_hidden-xs”][vc_column_text]
author
Doh Hau Goh
Goh Doh Hau is in the leadership team of Garganto, a boutique style digital marketing agency and ecommerce builder. He enjoys marrying evidence-based research with observation insights to curate gems of practical information. He is a MBA graduate from Sydney Business School (University of Wollongong)
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author
Doh Hau Goh
Goh Doh Hau is in the leadership team of Garganto, a boutique style digital marketing agency and ecommerce builder. He enjoys marrying evidence-based research with observation insights to curate gems of practical information. He is a MBA graduate from Sydney Business School (University of Wollongong)
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