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Why technology is only half the battle

Posted May 7th, 2012

We’re stuck in a rut when it comes to technology and social media innovation according to Alexis Madrigal’s blog over at the Atlantic. He argues that we keep relying on the same old same old. Take for instance Pinterest. At first glance a great idea but, he says, dig a little deeper and it becomes clear it’s just another photo sharing site.

But for marketers this is not a situation to lament, it’s one to be excited about. Because following Alexis’ argument, if the platforms have become so well established and the technology so firmly embedded, it means they have finally reached the maturity necessary to be of real use to the businesses we as marketers work for.

If the technology is in a period of relative stability, as marketers there’s less room to be distracted by the newest, coolest platform, that will deliver headlines but few business results. Instead the challenge for marketers becomes about the content that needs to be developed and delivered across mature, reliable, mass platforms in order to build meaningful long-term relationships with customers that delivers significant business wins. It’s powerful stuff.

Check out Alex’s full post “The Jig Is Up: Time to Get Past Facebook and Invent a New Future” it’s worth the read.

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  1. Yusbel Garcia says:

    And the challenges for technology people is to build reliable and flexible solutions that empower authoring and publishing of content (text, image, video...) to reach the proper audience.

    • Kieran Miles says:

      exactly, it's powerful for tech people too... if Alexis's argument is sound, established networks means tech people get to spend time refining and improving those systems and making them reliable, rather than constantly having to chase the new