Bob Knorpp, the host of The BeanCast, asked me a difficult but important question on this week’s edition of the marketing industry’s best podcast.
Every time you turn around these days there seems to be another bright and shiny tool in the Adtech arsenal. But for brand managers and marketing leads there’s a double problem. One is obviously that it’s complicated deciding which tools to deploy and training employees to use them. But the second is the scary proposition that going too deep too quickly could be disastrous when the next big thing arrives on the scene after you’ve invested millions in outdated tech. David, we all agree that keeping pace with innovation is essential for brands, but how can a brand justify going deep on a technology when the pace of development will make the investment obsolete within a year? Should only the bigger players be considered because of the inevitable M&As that will occur?
Please tune in for my response and the discussion that follows. Joining me on the panel this week are:
- Dave Delaney, Founder, FutureForth
- Augie Ray, Research Director for Customer Experience, Gartner
- Jonathan Sackett, President and CCO, Allscope
Regarding the ad tech topic, I love how Bob sums things up at the 12-minute point. He highlights the need to identify the brand’s marketing objectives and specify how the technology in question will address those goals?
Anytime that we are able to turn the discussion to the fundamentals of marketing, I consider it a success.
