I have been asked lately about my thoughts on changing consumers’ perception about adapting and advocating the realization of a smart city. How can consumers get excited about using smart facilities, smart transportation, smart healthcare systems?
My answer was without any doubt human is king, and humans are at the core everything that we do.
I mean most cities in developed countries worldwide are moving towards the realization of smart cities and people are becoming skeptical with all these movies and documentaries being released about robots taking over on efficiency and effectiveness in productivity and delivery.
Truth is most of these assumptions are narratively exaggerated.
Human is the catalyst raising a technology to a leading position.
Human is the behind all inventions and human is the end target of all innovation.
If we don’t demand, AI, IoT and robotics will not supply. If we don’t create, they will defuse.
Why would we use Smart parking if we are not sick and tired of waiting in line to pay the parking fee and then wait in line again to leave the lot?
Why would we use bank notes if the overall idea of exchanging money became life threatening with the Covid viruses and germs living on them?
Why would we book several house viewings if we can shortlist 2 by simply experiencing a smart virtual tour for the inside layout through our phones?
And most of importantly why would we believe that 5G, IoT and technology can provide such a seamless and safe experience.
The answer is User Generated Content (UGC), most of us believe friends, family, colleagues, peers, lookalikes and influencers more than we would believe a chart, a fact, a statistic, or a theory and if we pair the 2 together we can hit the home run. The biggest proof for this is the way SM platforms like TikTok and IG took over the digital marketing scene by storm because it is built on user generated content.
UGC is when a brand promotes itself through the content that is being uploaded by its customers online, and if a few customers said that smart parking is the safest, most convenient thing created in a decade then it is a matter of clicks and views till smart parking is famous. If patients talked about how seamless and enjoyable the smart clinic visit was, then the clinic will be overbooked for weeks. Technologies are created by brands, and the ideology of customer is king applies pretty much for the brands and the technologies that belongs to it.
The concept of digital disruption has all the tools it needs to be a hero, but the most important tool of all, is us the target audience, the humans. If we take the back seat especially when it comes to marketing and adapting to it, the demand for technology will be obsolete and hence the supply for it will be aimless but this won’t help us move forward. Digital disruption is not disruptive, on the contrary it is effective, and the faster we embrace it the faster our economies will recover and develop.
Nevertheless, if human is King, then UGC is queen. And technology is here to complement all our species inventions’ objectives, the enhancement of our living. Hence, If we don’t adapt, we will not thrive. I’m not saying that we should blindly support and trust any technology. I’m just saying that the equation of digital transformation has much more to look forward to than to fear. Thus, we need human content much more than ever, more around the topic of smart cities as human has and always will be at the core of any transformation, and harvesting the benefits is a matter of simple views and clicks.
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