Why Brands Should Embrace Technological Change
January 24th, 2010 Posted in Business Development, General Info, TechnologyAvi Dan (President-CEO of Avidan Strategies) has an insightful article in the January 25th edition of AdAge in regards to the onslaught of technology that our industry faces and a CMO’s attitude towards it.
“The problem CMOs face with mastering technology, and with the internet, is very simple: There is so much going on simultaneously and things change so quickly that no one, absolutely no one, can know everything that’s going on. Ten years ago a marketer needed to know maybe 100 things to be effective: some aspects of positioning, some aspects of media, some media research, some pricing, some distribution. Now that number is in the thousands. And whereas technology used to advance incrementally, it now evolves exponentially.” – Avi Dan
This is not just about marketing; this issue effects all of us – from Voicebank to the Producers, Casting Directors, Talent Agencies and other companies that use us. It seems as if every week there’s something new that we have to do or keep up with in order to move our businesses forward or in many cases, just keep our doors open – it can get overwhelming. Avi’s article is a good reflection on the reasons why we need to change our attitudes towards, stay on top of and use the tech that’s available and on the horizon. Even though the article’s focus is marketing, the lesson is universal. Read the complete article here.
- Stewart Wilson-Turner
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