Lost In Technology

There was a unique take on the Web 2.0 marketing craze on the last page of the November edition of Fast Company. Companies (probably on the advice of misguided marketing professionals) are taking up positions in the Social Media realm and polluting it with traditional marketing messages.

The challenge is seeing through the technology, and understanding the value that you are giving to customers. There are a few Twitter examples, and a few Facebook examples in the article and they showcase the disconnect between companies and their customers. Adoption of new technology for the technology's sake is not a good strategic direction to take. Understanding the value, and identifying how it may play a role in marketing products or services is the first step in the right direction.

Value does not always have to be monetary. Value can be insider knowledge available through specific channels. Value can be a perception of being part of an elite group, or even being part of the design and development process.  I am hopeful that marketing professionals will drive their clients away from the idea that technology will set them on the road to riches. Instead I hope they will approach this opportunity with an eye towards returning value to the customers through meaningful purpose driven marketing.