June 09, 2011

Against Anything New?

From time to time, I am criticized for being against new trends and technologies.

Oh boy.

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.
Here's what I am not in favor of:
  • 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.
  • Discounts.
  • Promotions.
  • Lies.
  • Using new technology to force old solutions on customers.
So, if DirecTV is going to allow me to watch the Green Bay Packers play on my iPad when I am in Paris, then yes, I am an unabashed advocate of new technology.  You see, in this case, new technology solves a problem for me.


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?

Email Marketing and Discounts

It comes up over and over again. The email marketing team wants to maximize open rates (not profit, mind you, open rates). How does one...