Using Technology the Right Way

Technology is growing. Mobile is the way to go. Internet enabled objects capture our every move. All of this is “fine and dandy”, but how can businesses really use the future for their success. It’s not enough to have the most up-to-date website or devices if the information gathered is not used effectively. Globally, the top five most effective marketers in years past were Coca-Cola, Unilever, P&G, Nestle and PepsiCo. These companies were not merely distracted by using new technology. They used emerging media to meet and reach objectives. For instance, Coca-Cola  integrates vending machines, Bluetooth beacons and mobile wallet technology to create a personalized experience for consumers.


Take a look at some of the top technologies that didn’t last. What happened? These particular products failed due to a number of reasons. One reason is not understanding promotion compared to hype. Tech advances have raised people’s expectations. There must be clear lines that distinguish attention from real world application.

Eric Wittlake,  of B2B Digital Marketing believes there are 6 cringe worthy marketing technology failures.

  1. Dynamic copy isn’t dynamic
  2. Too many segments
  3. Fit of advertising is wrong
  4. Using consumers’ behavior incorrectly
  5. No personalization
  6. Automatic response failure

What ways do you think? Are most businesses still doing it wrong?


5 thoughts on “Using Technology the Right Way

  1. Understanding consumers’ behavior is incredibly important in any kind of marketing. With IoT, it is important to think of what would really impact a consumer’s life, rather than trying to make something that is cool or unique. The item must have an actual purpose that would entice consumers to purchase the item.

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  2. Thank you for this post. It’s enlightening to see just how far many of us marketers have to go, as we try and understand the ins and outs of technology. There are so many opportunities and expectations from customers that it can feel like being stuck in quicksand.

    This is where I think Wittlake’s take on too many segments is true to form. Brand strategist Lynn Parker has some great advice for brands who think they have to be “all things to all people.” She recommends “don’t try to be like other companies: Be yourself. There will be a subsegment of the market that likes what you do better than what the market leader does, and that’s the percentage of the market you can skim off.”

    When brands stand for a specific value and target an audience segment correctly, most of the other cringe-worthy technology failures sort themselves out. There is always danger in automation—even the best practitioners, like Marketo, aren’t immune to auto responder-type blunders. I would say that most brands have a lot to learn when it comes to communicating with customers via technology, mainly because of how quickly it evolves and how nimble consumers are to adapting to those changes. More so than many brands.

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    1. I affirm a lot of everyone’s’ thoughts that consumer behavior plays a critical role in the adaptation of new product and services. The dilemma is then how do we create new technology and innovative products that may not have accurate history as a reference to determine what consumer behavior fits? In Coca-Cola’s case I believe there would an immense amount of data and research into increases the chances of adaptation. I would first look how to make Coke products convenient. Then, explore how to make Coke interactive. I would prioritize these two features and create technology with that particular mindset. I believe sometimes straying too far away from previous consumer behavior can actually be more hurtful than beneficial.


  3. There definitely needs to be a connection/relationship built with the consumer. If you don’t know, as a marketer, what your consumers really like about your product or why they like it, then you likely won’t make that connection. Having direct interaction with social media via Twitter, Facebook, Instagram, etc. helps close that gap and allows companies to interact with those engaged consumers. Some companies use it well, others are still working on getting it right.

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  4. One of my favorite marketing principles I’ve learned through graduate school is Clay Christensen’s milkshake marketing philosophy that people don’t segment themselves, marketers do. Nobody buys something because they are between the ages of 18 and 35 and are college educated. People buy things because they need products to perform a certain job. Correlation maybe, but definitely not cause. Christensen claims that, in essence, we “hire” products to do things. Companies must adequately research what it is about their products that meet a need, and then market based on those findings; therein will lie their competitive advantage.

    Here is Christensen’s article at Harvard Business School:

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