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.
- Dynamic copy isn’t dynamic
- Too many segments
- Fit of advertising is wrong
- Using consumers’ behavior incorrectly
- No personalization
- Automatic response failure
What ways do you think? Are most businesses still doing it wrong?