Disruption Begins with Advances in the Materials…and Content

Collyn will be back next Thursday with another piece that will help you learn to mind your manners when using social media in 2013.  For this week, let’s dream a little.

My Father-in-Law sent me the video you see below. We often like to talk about the latest advances in technology.

But this? This is fascinating.  It’s a bit long, but watch at least a little so that you can learn about how important glass will be in the next few years.

Disruption Begins in the Materials

Computer ChipRobert Noyce didn’t really invent the idea of the Integrated Circuit, but he was the first person to attempt to use a Silicon wafer as the semiconductor. Earlier versions of IC’s that had been produced using Germanium. You and I have both come to know these little devices as ‘computer chips’ — they’re in just about every electronic device we own today.

Noyce would later go on to found a little company named Intel. His advances in materials would give birth to the Micro-computing industry, make Silicon Valley the technology capital of the world and eventually help him win him the Nobel Prize for physics.

The Next Shift

The video you’ve just watched could represent the next shift in how technology integrates into even more touch points our lives. We’ve grown up accustom to Sci-Fi dreams and advancement expectations that have been fueled by media we consume.

Star Trek, Star Wars, The Jetsons — in each of these popular franchise, technology and devices have evolved to near frictionless interaction with humans at every point in environment.

Corning is one of the first major brands to share their vision for this next phase in technology disruption, claiming a spot in the minds of over 2 million YouTube viewers.

Your Content Marketing Can Be Your Vision

Corning’s A Day Made of Glass is an example of a recent trend from major brands toward what I’ve started calling ‘vision content’. The video doesn’t really show products that exist today, which is somewhat counter intuitive if you think about it.  If marketing exists to sell products and services, then how can marketing be effective if the products displayed don’t yet exist on the market?

Google has done this as well, creating hype around the idea of Google Goggles through YouTube videos and information that suddenly fell in the hands of popular tech bloggers. We see Apple do this regularly leading up to the release of a new iPad or iPhone.

While technology companies have led the charge in the production and marketing of vision content, they are not alone.  In recent months, we’ve seen Coca-Cola launch a full-scale content marketing campaign around promoting their … wait for it … global plan for content marketing over the next five years.

Think about that for a minute — one of the largest and savviest CPG marketing organizations on the planet has invested significantly in developing and marketing content about their vision for their own marketing.

What is Your Vision for 2013?

Where are you headed this year?

How will your vision for your career, your business or your department translate into your marketing plan and content?  How much are you willing to share with the people who buy your stuff about how you intend to sell them your stuff?

Does the idea of ‘Vision Content’ have a spot earmarked in your brand’s editorial plan?

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