Building Marketing Communication Future on Innovation, Technology

One of the driving forces of consumer engagement is product innovation. Globally, emerging trends indicate that for those engaged in products development and brands positioning will have to depend largely on innovative strategies and technological tools to push their brands at the leading edge of market competition in the years ahead.

As the drive for innovation continues and consumers are increasingly on the lookout for smart and convenient products that will make life easier for them and solve domestic problems. around them, most companies are becoming sensitive to these needs and are now tailoring their innovations to make life comfortable for their consumers.

In 1965, respected computer scientist Gordon Moore noticed that the computational power of computers doubles roughly every two years. He projected that this trend would continue into the foreseeable future, and his prediction has held true 50 years after his observation.

The phenomenal increase in technological innovation that has occurred in the modern era is known as Moore’s law named after Gordon Moore.

No doubt, new technologies are good, but once something becomes popular there is an almost instant desire to improve upon it, and this continues until that technology is rendered obsolete by the new that replaces its relevant functions. This is why leading electronics manufacturers are investing massively in research and development in order to come up with new products that address consumers’ peculiar needs.

In recent times we have seen electronic giants such as Samsung, Apple, LG among others investing billions of dollars in innovation after innovation with the sole aim to edge up market shares in their various categories.

Today, new technologies are fundamentally changing how goods are manufactured. This is happening around the world and across sectors. Disruptive technologies alter business processes and consumer behaviour. As noted in the World Economic Forum’s ,WEF, recent research paper on manufacturing, “the global manufacturing landscape is being transformed by information technologies as well as economic processes linked to the exploitation of the comparative prices of labour, resources and energy across regions.”

A market analyst with one of the world’s leading research firms in Lagos notes that innovation drives competition and research into how consumers feel keeps the company in a competitive edge to manufacture products that makes life convenient for consumers.

No wonder, leading electronic and home appliances manufacturers have long keyed into the race for innovation. One of such companies is LG Electronics with its wide-array of what many described as forward thinking products..

A recent insight provided to brand analysts by the company, “LG Electronics said it is always striving to innovate and this is apparent in each business unit. From OLED TV, to gesture controlled selfies with G Series phones, or from the Door-in-Door refrigerator to commercial air conditioners designed for use in coastal areas, the company is always looking for ways to develop new technologies and to improve existing ones.

“The next-generation display technology and the advanced ultra-thin depth of 4.3mm come with a unique curved design which represents a new era in home entertainment. It must be seen to be believed.”

“We are fully committed to bringing next generation technologies to the Nigerian market,” General Manager, Home Entertainment division, LG Electronics West Africa Operations, Mr. Steve Ryu, said.

He said in the quest to build the next generation of televisions, “LG has proven itself to be an innovator time and time again’. The latest example of LG’s pioneering spirit in television design can be seen in how the company has dominated the emerging OLED market. “OLED is a new technology that allows for televisions to display true black for the first time ever. The ability to create shades of black that were impossible only a few years ago enhances the color contrast in OLED images, giving them a vibrant edge. OLED is the future of television, and LG is the uncontested leader in OLED technology.

LG has long been a leader in the global television market, and its strong performance can be attributed to LG’s desire to provide its consumers with the best viewing experience possible. While in years past that primarily meant working to impro

ve the picture quality of LG televisions, now LG engineers are looking to enhance the viewing experience by making it easier than ever for viewers to interact with televisions. Also in a bid to enhance user convenience, LG has produced an advanced Dual Door-in- Door refrigerators which double the benefit of traditional Door-in-Door refrigerators.

The advanced refrigerators utilize the latest ergonomic designs to help consumers protect the environment and save energy, all while boosting user convenience. The extra compartments act as the perfect storage space for drinks and other frequently accessed items. By allowing users to retrieve these items without opening the main door, it is much easier for the refrigerator to maintain a stable temperature, saving energy and helping the environment. Despite its extra doors and compartments, the Dual Door-in-Door refrigerator is still easy to operate. The front handle features buttons which automatically open the selected compartment, allowing for convenient one one-handed operation, Ryu, explained .

LG also added cutting-edge TurboWash line of washing machine which is designed to help consumers fast forward their laundry and wash their clothes faster than ever, all while reducing their environmental impact. The TurboWash’s efficient Twin Wash Sprays and Atomizing Rinse Spray allow users to save up to 20 minutes on larger loads. With capacities ranging up to 5.1 cubic feet, TurboWash grants users unprecedented versatility and helps them get through their laundry in less loads than the competition.

Sometimes an innovation is not only related to the inner workings of a device, but also in the way that it looks and feels. This is no more apparent than in the LG G4. The G4 features a daring leather back that flies in the face of conventional smartphone design dominated by metal plastic and glass. This approach makes it far more warm and personable, which is fitting for a device that has become so central to our daily lives.

But innovation does not stop merely with LG’s smartphone design. While LG broke major ground by releasing the curved G Flex smartphone, LG also introduced non designrelated technologies including gesture activated camera controls, the most advanced camera on a smartphone, and even the beginnings of virtual reality. More smartphone technology innovations are currently being perfected and will make themselves known in upcoming models. It is this commitment to innovation and the individual needs of the customer that allows the company to remain competitive in a market dominated by two heavyweights.

Imagine a refrigerator that lets users know when certain foods are running low, or a robotic vacuum that cleans the house and provides a little extra security while the owners are away. LG’s groundbreaking new Internet of Things (IoT) technology has made this and so much more possible. In addition to making its appliances more energy efficient and userfriendly, LG has long sought to integrate its high tech operational breakthroughs into its entire line of consumer technology. The global scope of LG means that its engineers and developers across the world are always pushing boundaries, making progress and finding exciting new ways to implement technology. By using the internet to allow for instant communication between users and a wide range of devices, IoT transforms how users interact with their appliances.

With its promise of exponentially increased connectivity, IoT has incredible potential to simplify our daily lives. With these technological advancement and how innovations are being embraced bearing in mind its consumers by making life more comfortable for them, LG is foreseen to overtake competitors in the consumer electronics and mobile market.

 

By DAVID AUDU