How Technology Could Help Or Hurt Your Business

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You might have the coolest marketing automation platform on the planet. It can slice, dice, and even personalize messages based on past user activity. During the early stages of development for artificial intelligence, smart internet searches, and other high-tech functions, businesses clamored to make their investment in technology robust and visible. But now, the usefulness of technology for the sake of technology is coming to a halt.

Customers demand value, not hype. My guest on a recent podcast interview, Mitch Joel, suggests that it’s time to reboot your business to meet their changing demands.  Mitch is a not only an expert when it comes to digital media, he is also the President of Mirum and a much sought-after keynote speaker.

Avoid Common Mistakes

The only thing worse than having technology in-house, collecting dust, is using technology without a plan, just to show that it’s in use.

If you purchase technology like marketing automation, customer relationship management, salesforce automation, or web analytics, there might be instant pressure to start using it. If you don’t use it, you’re also letting unfulfilled potential stick around in your business without doing anything about it. The important step some miss is to have a specific plan and associated schedule before you make the purchase. Unless you can figure out a step-by-step plan to implement a tech solution, in a way that adds value, don’t buy it. As Mitch says, "Before you buy technology ask one simple question: How will this allow us to better connect with our customers?"

It can be very easy to fall into this trap. More technology seems like it indicates more progress and more innovation, but that’s not necessarily true. In fact, having excessive high-tech systems that don't improve the client's experience might signal to your clients and investors that you’re not spending your money responsibly. It’s only progress if you’re making a difference in your customers’ lives.

Do More Than Install

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Shutterstock

You might have the coolest marketing automation platform on the planet. It can slice, dice, and even personalize messages based on past user activity. During the early stages of development for artificial intelligence, smart internet searches, and other high-tech functions, businesses clamored to make their investment in technology robust and visible. But now, the usefulness of technology for the sake of technology is coming to a halt.

Customers demand value, not hype. My guest on a recent podcast interview, Mitch Joel, suggests that it’s time to reboot your business to meet their changing demands.  Mitch is a not only an expert when it comes to digital media, he is also the President of Mirum and a much sought-after keynote speaker.

Avoid Common Mistakes

The only thing worse than having technology in-house, collecting dust, is using technology without a plan, just to show that it’s in use.

If you purchase technology like marketing automation, customer relationship management, salesforce automation, or web analytics, there might be instant pressure to start using it. If you don’t use it, you’re also letting unfulfilled potential stick around in your business without doing anything about it. The important step some miss is to have a specific plan and associated schedule before you make the purchase. Unless you can figure out a step-by-step plan to implement a tech solution, in a way that adds value, don’t buy it. As Mitch says, "Before you buy technology ask one simple question: How will this allow us to better connect with our customers?"

It can be very easy to fall into this trap. More technology seems like it indicates more progress and more innovation, but that’s not necessarily true. In fact, having excessive high-tech systems that don't improve the client's experience might signal to your clients and investors that you’re not spending your money responsibly. It’s only progress if you’re making a difference in your customers’ lives.

Do More Than Install

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