How seriously should we take technology in our businesses (and construction marketing)?

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Augmented Reality (AR) can be a powerful designing tool -- and important construction marketing resource
Augmented Reality (AR) can be a powerful designing tool — and important construction marketing resource

In a recent posting, building products marketing guru Mark Mitchell suggests that the industry — and consumers — aren’t ready yet for “smart home” technologies.

I know the smart home is coming, it’s just not going to happen as fast as some people hope.  Security, systems that work together, obsolescence, and subscription fees are some of the hurdles the industry needs to overcome.

Mitchell may be right, but I beg to disagree, and the example right now is the new car (a Honda Accord) I just purchased.

You’ve probably heard about the experiments with driverless cars, all-electric vehicles and the like. My car is just a standard fuel-consuming automatic four door sedan.

But it has sensors that I would have thought unimaginable just a few years ago. One turns the high beam on exactly when it should go on. Another warns if I’m deviating from my lane. A third monitors the distance from the car ahead of me and if I fail to brake, puts on a warning light — and brakes the car. The cruise control has a function that adjusts the driving speed to reflect the speed of the car in front of me.

Certainly the car doesn’t drive itself, but it doesn’t take me too long to realize that the progression to a self-driving car really isn’t that great a leap.

Ditto for any of the other forms of automation and interconnectivity building their way into our systems and consciousness.

There are probably some intriguing market leading opportunities here if you can connect your business, clients and technologies — and apply them in innovative ways in your marketing strategies. I can’t tell you what to do, but think the new era may be much closer than we think, even in the relatively slow-moving building industry.

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