{"id":2527,"date":"2022-03-16T01:53:52","date_gmt":"2022-03-16T05:53:52","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2022\/03\/16\/what-marketing-can-learn-from-engineering\/"},"modified":"2022-03-16T01:53:52","modified_gmt":"2022-03-16T05:53:52","slug":"what-marketing-can-learn-from-engineering","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/what-marketing-can-learn-from-engineering\/2527\/","title":{"rendered":"What Marketing Can Learn from Engineering"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\"><em><strong>By Victoria Herrick, Strategy Partner, Strat House<\/strong><\/em><\/p>\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Working in the creative and marketing industries is thrilling.\u00a0 We work at the cutting edge of new technologies and alongside immensely talented and creative thinkers.\u00a0 We\u2019re different and carving a unique path.\u00a0 Or so we like to think.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">When I left the world of engineering and technology in the early 2010\u2019s to be a marketing strategist, I thought I was entering an entirely different world.\u00a0 But over the past decade I\u2019ve come to realise that the two worlds are not so very far apart.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">I believe that we can learn from engineering; both as a predictor of technology progression and as a model for nurturing creativity. It\u2019s made me want to reconnect with former colleagues and find out what they are working on now, and how they\u2019re doing it.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">That\u2019s because, as we hurtle towards web3 and the metaverse, it strikes me that we should look from side to side, as well as forward, for our inspiration and guidance.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">25 years ago, I stumbled into the world of engineering technology and became an accidental expert in industrial smart metering. Now smart metering is something we\u2019re all familiar with, even down to having energy data on our phones.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Back then, we were talking about the internet of things and the connected home.\u00a0 Now I have lights that respond to a voice command and an electronic assistant who plays \u2018calming music for pets\u2019 when the dogs are fed up with my video calls. My point here is that these services, born in the world of industrial engineering, have filtered into our daily lives after a long latency period.\u00a0 So perhaps we should be looking more intently now at what our friends the engineers are doing.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">In 2009 I saw a stereoscopic headset in action for the first time.\u00a0 The VR headset, hooked up to some fiendishly smart process simulation software, delivered pioneering steps in fully immersive VR training.\u00a0 The engineering tech company that I worked for had created a bespoke safe and virtual world where true to real-life training of process plant workers could take place. It\u2019s pretty cool stuff.\u00a0 You can check out what my former colleagues (now at <a href=\"https:\/\/www.aveva.com\/en\/products\/xr-for-training\/\">Aveva<\/a>) are doing.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">While the metaverse is having its moment in the limelight, it\u2019s a great time to pause and think what we can learn from earlier applications like this.\u00a0 To me, this looks just like an early manifestation of the metaverse filling an urgent, practical need.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">When it comes to finding a role for the metaverse in our lives, I\u2019ll be placing my bets on uses that meet fundamental needs, versus inventing new ones and simple practical activations versus flamboyant creative showboating.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">A year later in 2010 I was involved in the acquisition of a workflow automation business.\u00a0 The workflows in question related to manufacturing and processing and the rationale was compelling.\u00a0 This new software would automate repetitious process steps, remove error and free-up skilled workers for more value-adding creative work. Sounds familiar?\u00a0 It\u2019s the same concept that is behind the workflow automation that is now a feature of most customer experience platforms.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">In our world it\u2019s still nascent.\u00a0 In engineering it\u2019s embedded.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">The brilliant chemical and process engineers that I worked with have a more in common with marketeers, strategists and creatives than you might at first think.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">Engineering is fundamentally creative (with a bit of maths and science thrown in too).\u00a0 But without creative thinking there is nothing. And without process there is chaos.\u00a0 That\u2019s why engineers are also trained to be process focused.\u00a0 This doesn\u2019t stifle their creativity \u2014 it gives it a better chance of success.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">At Strat House, we firmly believe that process and creativity should be soul mates, just as engineers do. Recently we\u2019ve been working with Kraft Heinz and adidas to deliver frameworks and standards; so that they and their agencies are freed to be more creative.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s also why we\u2019ve borrowed problem-solving methodology from Six Sigma, a toolkit more commonly associated with manufacturing.\u00a0 Like engineers, we think the best solutions come when we resist the urge to jump directly to the solution and instead sift meticulously through causes, assumptions, symptoms and side effects to lay out the problem. And only then do we start to think about solutions.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">It\u2019s a refreshingly efficient way of working.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">As we enter a brave new phase in the evolution of marketing it is only right that we look around us for help and inspiration. Someone somewhere in your personal or business network is an engineer.\u00a0 Have a chat with them about what they\u2019re working on. Compare notes on how they get stuff done.\u00a0 Ask them what they think the metaverse will be for.<\/p>\n\n\n\n\n\n\n\n<p class=\"wp-block-paragraph\">You may learn something valuable.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Someone somewhere in your personal or business network is an engineer.\u00a0 Have a chat with them about what they\u2019re working on. Compare notes on how they get stuff done.\u00a0 Ask them what they think the metaverse will be for.\u00a0<\/p>\n","protected":false},"author":7,"featured_media":2528,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[7],"topics":[2],"class_list":["post-2527","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-storytelling","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>What Marketing Can Learn from Engineering | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/what-marketing-can-learn-from-engineering\/2527\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What Marketing Can Learn from Engineering\" \/>\n<meta property=\"og:description\" content=\"Someone somewhere in your personal or business network is an engineer.\u00a0 Have a chat with them about what they\u2019re working on. 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