Technology is not an Answer, Execution Is

We have reached a point where little doubt remains. The marketplace is changing. Digital is growing.

Yet, there are no signs of an imminent transition. There are few success stories and endless promise. Strategists point to early adoption of digital solutions as a major brand differentiator. Competitive advantage is there for the taking.

For all the talk about changing consumer habits, evolving markets, and the death of mass media (or at least stagnation), it remains more difficult than 10 years ago to implement digital solutions. Most conversations seem to boil down to similar themes.

• Social Networking. Why should I care?
• Email is fine. We can just make it more relevant.
• Twitter … What?
• Widgets … Huh?
• I’ve heard about [technology here]. How does it work? or Why would I use that?

Thinking back to the days of radio (imagined and not experienced), I can picture the same conversation being held.

Radio?

It’s like the phonograph but you don’t have to own the recordings. It just plays music or sounds.

How?

A central location sends out frequency waves. Owners of a radio select a frequency on the dial and listen to what is being transmitted. We can talk about your product on the transmission and everybody listening will hear what we have to say.

Who’s using it?

People.

What kinds of people?

All sorts.

Are our competitors using it?

Not yet, but you can be sure they will, and once they do, they will have a considerable advantage over us.

Meh.

The medium eventually discovered sponsored broadcasts, branded programs, product placement, and targeted buys. The key was separating the technology from the execution. Technology offers nothing but a platform for executing the creative.

Creating successful digital campaigns requires both. But what comes first? Are you creating an execution to support the latest buzz or craze in technology, or are you using technology to support execution? Marketing itself has not fundamentally changed – there’s just more options today. Now tell me of an age that wasn’t true.