Ogilvy's head of digital, Jason Davey, shares his first impressions as South by Southwest kicks off.
South by Southwest (SXSW), the much-anticipated interactive, film and music festival kicks off today. Which means 80,000 boffins, bass players and bounty hunters will flock to Austin, Texas to stare into the crystal ball of convergence and hear from hundreds of speakers across a variety of future-focused topics.
But one thing stands out.
It’s clear technology is evolving to be much, much closer to humanity than ever before. Voice, touch, connection, emotion, intelligence - these are all innately human characteristics, yet these are the themes being discussed at the hundreds of technology sessions to be held over the next seven days.
Humans are sensory beings, and have survived (and thrived?) throughout history by utilising the combination of physical senses, emotions and collective intelligence for thousands of years. It’s no wonder advancements in technology have reflected their makers.
Brands exist to help consumers navigate product and service choices, yet they are built through creating an emotional connection. Think about it: In the supermarket, one brand of toothpaste is 10cm away from the next five brands. What makes the consumer move their hand slightly to the left and choose your brand?