In a recent post, I made a chart that showed the relationship between new and emerging technologies and mainstream consumer adoption of those technologies. Marketers are normally early adopters as it’s their job to look out for that latest trend or fad to super-glue their brand to. By the time newer technologies become fully adopted by the majority of consumers, odds are the key moment to leverage that technology has passed.

Perfect example, about six months ago, GE’s SmartGrid popped up and became the first mainstream use of Augmented Reality. Marketers still have yet to pick their jaws up off the floor and are salivating at the chance to take their crack at it. Fast forward the clock a few weeks and Mobile AR started becoming the topic of most conceptual brainstorms around my agency.

Before we knew it, the iPhone 3GS came out with a build in compass and shortly thereafter apps are already being rolled out that utilize this feature in AR. However, not many people have the 3GS yet, or at least, not enought to be considered enough eyeballs for marketers. So let’s roll the clock forward a year: more contracts have expired for previous iPhone users and the number of iPhone 3GS users skyrockets. During this time, droves of Mobile AR applications roll out from independent producers simply because of its cool factor. Now feeling comfortable with the amount of 3GS users, marketers dip their toe into cranking out AR apps for the iPhone.

However, it’s too late, it isn’t cool anymore and no one needs another AR app on their iPhone to see where the nearest restaurants or bars are. Odds are there were few forward thinking companies that could spot this trend early on and created an AR app as an “experimental investment”. Odds are they were successful in their launch. The “quick followers” will lose out.

Technologies are rising and falling exponentially faster and faster and companies and marketers must begin to take more and more risks by investing in a diversified portfolio of technologies. Some may hit, many wont.

Choose wisely, invest in bacon.

Adjustments or additions please pop-in a comment.