The value of new technology
By Grant Henderson at December 18, 2009 | 4:22 pmPrint
One of the most awesome things about working in the digital space is the way this space constantly changes and evolves, giving us new ways to express our ideas; augmented reality, Facebook connect, large and exciting new rich media advertising placements…
The pitfall though, is in allowing these emerging platforms for our ideas become the idea itself. Forcing a technology to fit a message is simply forced thinking and results in both a poor user experience and a burnt client.
There is massive potential in applying new and exciting mediums to the right campaign, but consider this simple 2-part litmus test before jumping on whatever hot tech bandwagon is rolling by. One, is the new technology the right way forward? Technology should bring a great marketing idea to life, not be the idea itself. Then two, if the new technology is right for the brand, how can it be used to create a truly valuable user experience?
For more on this, check out the rest of my article at Australian Creative.