Tuesday, April 28, 2020

Digital Transformation Branding

Sometimes, sifting through the think-pieces, reviews and white papers about the latest and greatest tech can feel like running through a gauntlet of opinions intermixed with facts. What tech should I adopt? What discussions should I follow? How can I sort out the helpful from the hype? A good lesson to keep in mind about technology development and adoption is that what is popular does not mean it will be good—for your company, your brand or your customer experience.

On the other hand, Sobel notes that while technology is bringing about many positive changes, the ethical repercussions of technological advancements are not getting equal attention, and that is a big problem.

“I look at it the way digital technologies are being used for influence, the way companies are processing information to market to you and to change opinions and some of the implications of technology…about [channel companies] actually having conversations about what might happen with your data, and what the risk is, and how you can be a good steward of it, and what your responsibilities are for your own data, and the way your data is being managed in the company. And all of that that’s super high value and it’s hard.”

As Sobel points out, the banking industry is regulated, whereas the data is not.

“Why is not every technology company saying, ‘What’s the Black Mirror episode that totally distorts the thing that I’m making? Like, what’s the horrific version of this out there and how do I make sure that that doesn’t happen?’ Because you can see this escalation of the kinds of things that are happening.”

Robinson notes that people are slow to realize the value of data and to protect it accordingly as well as the disconnect between what users say they want protected within their technology, and how little personal safeguarding is actually happening.

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