I grew up during an interesting time for the internet. When I was 10, my online world was whatever content America Online decided to show on my home page. I wasn’t quite sure what to make of it, but I knew I wanted to use it, even if I didn’t fully understand why. I was 10, after all.
The next two decades flew by: AIM, Napster, Geocities, MySpace.
I started to expect that technology would always change—and usually for the better.
Now, as I approach 30 and work in technology, I’m even more excited about the innovations happening around me. New products launch every day on platforms like ProductHunt and BetaList. My computer keeps getting faster and my games more immersive. Before long, I’ll be battling Darth Vader with a real lightsaber or physically dodging bullets as I lead a team of mercenaries.
Technology Gets Better
Take QR codes, for example—a once-promising technology that has since influenced the development of better tools like NFC and BLE. Mention QR codes now and you’re likely to get eye rolls or confused looks.
At their core, QR codes aimed to solve a big problem in mobile: how to quickly and easily transfer data from the real world into your device. They’ve been used to redirect people to web pages or prefill contact details and while they worked, the user experience was often clunky. A big part of the problem was that phone manufacturers didn’t integrate QR scanning into their cameras early on, making the process more cumbersome than it needed to be.
NFC (Near Field Communication) improved upon this by streamlining the process, though it still requires some user interaction. Devices have gotten better at supporting NFC, but it remains underutilized despite its power.
Then came BLE (Bluetooth Low Energy) or “Beacon” technology, which became one of the trendiest innovations in marketing over the last few years. But there were major barriers. For starters, many people still didn’t understand Bluetooth. As BLE gained traction, a new technology emerged: WiFi Aware. This takes things a step further by using a technology everyone knows—WiFi—making it easier to adopt and implement.
The Marketing Technology Landscape
One of my favorite blogs, ChiefMarTech, closely follows the rapid evolution of marketing technology. It’s fascinating to see how fast new solutions are popping up. One standout feature on the blog is the Marketing Technology Landscape Supergraphic, an ever-expanding infographic showcasing the vast array of tools and platforms available.
The most striking thing about this graphic is how much it has grown. In 2014, it was already huge, but by 2015, it had nearly doubled in size. While it doesn’t include every solution out there, it paints a clear picture of how diverse and crowded the marketing technology space has become. For every amazing tool, there are dozens more offering their own unique spin.
Net neutrality paved the way for the competitive marketplace we see today in marketing technology. More competition means more options for users. If you don’t find what you need now, just wait a few months—something new will surely come along.