From time to time, I am criticized for being against new trends and technologies.
This couldn't be farther from the truth.
Allow me to amplify my position.
Here's what I am in favor of:
- Constant strategic experimentation with new technology.
- Innovation consistent with the preferences of your target demographic.
- Innovation in new channels, aligned with the audience that uses new channels.
- Sales increases that come without a significant loss in profitability.
- Consistent profit increases.
- Investment of a percentage of profit in new technology.
- Vendor hype.
- Trade journal hype.
- Research organization hype.
- Blogger hype.
- Twitter hype.
- Social Media hype.
- Mobile hype.
- Strongly worded opinions not backed up by actual customer data.
- Promoting strategies employed by individuals/artists as being able to scale enough to work at $100,000,000 brands.
- Doing something that is trendy, but doesn't pay the bills.
- Failure to embrace the future.
- Using new technology to force old solutions on customers.
But if a smartphone allows me to scan a QR code to receive a 30% off promotion only if I "like" the brand on Facebook, well, that may not register very high on my tech-o-meter. This does not solve a new problem. This is simply a game that manipulates metrics associated with new channels to make the new channels look good.
Ok, time for your thoughts. Am I biased against new technologies and new channels? Does my lust for profitability blind me to a horizon filled with possibilities? Are you for/against new technologies and methodologies?
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