The value of new technology

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.