Whenever we entrepreneurial types start hearing and reading about a new techie toy or application being used by early-adopter marketers (think iPad or Twitter), our inner child comes out. We want one of those “bright and shiny objects” for ourselves.  Then the sober business person in us says, “Hold on just a minute there, cowboy. How are we going to utilize that new toy in ways that best suit OUR needs?” Even if you are certain that the new technology will benefit your company, chances are you will have to spend some quality time figuring out the best way to shape and utilize both the tool itself and its best and highest business use.

One Size Doesn’t Fit All

Since new marketing tools like mobile messaging, social media and interactive advertising do not have a one-size-fits-all solution, finding what works best for your company comes down to research, cost/benefit analysis and finally, educated trial-and-error. As marketing tools proliferate and become increasingly self-serve, meaning an entrepreneur can utilize and implement them without depending solely on an agency, there’s no single right way to introduce and use new technology and tactics into your marketing mix. It’s best to carefully consider your specific target audience, consider what outcomes you’re trying to achieve and how a new technology might help you achieve them better, faster or cheaper.  Your business strategies shouldn’t really change. And you should be ready for the possibility of failure. Then evaluate why it worked or didn’t, brush yourself off, and if it makes sense, try it again.

No matter how many books you read or webinars you attend on new technology, you won’t truly understand what will work for you until you give it a spin. With things changing so fast these days, and consumers becoming ever more sophisticated, even the most tech-savvy companies, with legions of marketing/media gurus on-hand, have had their fair share of failure and online embarrassment.
 

Case in Point

In a promotional webinar for her book “Open Leadership,” Altimeter Group Founder Charlene Li used Walmart as an example of a giant company who had little success the first (and second) time around when they tried to use a new technology. When having a blog was the latest thing, they tried multiple strategies (including disingenuously trying to pass off paid writers as Walmart shoppers.) In the end, they realized that their best opportunity to connect with an audience was with the cash-strapped high school graduates heading to college, looking for cheap ways to feather their dorm room nests.

College-bound shoppers didn’t come to Walmart for fashion advice or a heartwarming story; they wanted their necessities and accessories for less and were looking online for the best way to get them. Specifically targeting freshman college students proved to be a bull’s eye for Walmart’s blogging efforts.

Bottom line: go ahead; try out the new toys and technology.  Just remember why you’re in business, who you serve and focus only on how to tailor that new gizmo or application to enhance your profitability.

Andrea Fitting, Ph.D., is founder and President/CEO of Fitting Group, a strategic branding agency that specializes in Brand Spanking® for Challenger Brands. To read more of Andrea’s Challenger Brand advice, visit Fitting Group’s blog at blog.fittingroup.com.

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