Moving Minds, or how brands need to put people before technology

Lena Roland

Moving Minds, an event held by Kinetic, the outdoor media agency, in London in May 2014, explored how the explosion of digital devices and smart technology are affecting consumer behaviour.

People first

Roshan Singh, Head of Digital Innovation at Kinetic, set the tone by declaring that the marcomms industry puts too much emphasis on technology and not enough on the customer. "We need to solve problems rather than just throw technology at people" he said. Dave Birss, editor at large at The Drum, the UK marketing and media hub, agreed, arguing that the rapid expansion and take-up of technology was "putting pixels before people".

Singh reminded his audience of the words of Steve Jobs, co-founder of Apple, the technology giant: "You've got to start with the customer experience and work backwards to the technology. You can't start with the technology and try to figure out where you're going to sell it."