Capitalize on new technology to tell the right stories

Relatively speaking, technology always moves quickly. And lately, it seems to be moving faster than ever by redefining industries as well as the lives of consumers with each step forward.

But what if you could harness all this change and use it to your advantage? With the right storytelling, you can stake a claim on forces set to redefine industries. We’ve pulled together five trends that mean serious business – and how to incorporate them into your brand’s messaging.

The trends

1. 5G – Remember the race to 4G? This is the next leap forward in wireless – think faster speeds, more reliability and greater network capacity to handle mobile users’ insatiable appetite for data.

2. Big data & IoT – Billions of connected devices create big data. The internet of things (IoT) refers to devices collecting and transmitting data wirelessly, from refrigerators to windmills.

3. AI & machine learning – Often used interchangeably, but they’re not quite the same. AI is the concept of machines executing tasks associated with human intelligence, like knowledge representation and problem-solving. Machine learning (ML) is when a computer learns new tasks and continually improves and develops after being fed massive amounts of data over time, such as speech or face recognition.

4. Virtual & augmented reality – VR is the fully immersive experience you get when wearing a head-mounted display that tricks your senses into thinking you’re in an alternative, virtual world. Alternatively, AR overlays digital info onto real-world elements, like Pokémon Go or a head-up display.

5. Labor Though not a technology trend, labor issues play a critical role in helping determine where and how new technologies are applied. Aging baby boomers are retiring, and there’s a lack of skilled younger workers to replace them. Add high turnover rates to the mix and labor creates specialized conditions for technology to address.

Making them real

These trends affect virtually every industry from e-commerce and consumer packaged goods to automotive manufacturing and HVAC service. And even if virtual reality and machine learning haven’t quite sunk their teeth into your space just yet, you can still use these trends to your advantage.

Of course, don’t make stuff up. Authenticity is key. If your company has not created its IoT strategy or gauged the potential of AI yet, chances are you’re not alone. In fact, your customers appreciate a partner exploring new tech for them – and reporting on how exactly it’s relevant.

Put together an infographic. Create an e-book. Sponsor events and get subject matter experts involved in speaking opportunities. Explain the basics and then show examples relevant to your industry and customers to make it real.

Once you gain some traction and relevant internal product development initiatives pick up steam, continue to refine the messaging. What about implementation? Show how new customers can get up to speed on the latest and greatest, all while avoiding common pitfalls. With any luck, the media inquiries and sales leads will start flowing in and you may even get your hands on the B2B marketing holy grail – the elusive case study.