Walls and bridges: technology as a means – Proxxima

(*) By André Brandão

In times of internet of things and internet all (nothing more than mere pompous names to describe the interaction between only objects as well as with these people), it seems that technology moves on their own feet. . Less and less (in) dependent on the human touch, although as hostage to your needs

This may work for some applications, ops, applications – or apps. As those for whom we call the taxi or ordered food: a minimum of interaction. But when we use technological solutions for internal corporate shares or live marketing (also known as promotional marketing), the situation changes completely figure.

Bato always the key in these cases, the technology is not autonomous. It is only a means; not an end in itself. Think of it for an event requires research, study and planning. All so that aligns DNA and brand objectives in question.

Now if you think you just put some of the most modern smart Traquitanas to work and thus reap $ result, ” likes “and shares the road, I regret to inform:. irrelevance awaits – possibly in the short, medium and long term

Global CEO of Isobar, the Chinese Jean Lin (one of the rare women leadership positions in the advertising industry) was accurate in his analysis of market behavior in relation to digital thinking. In a recent interview with Medium & amp; Message , plunged: “The market is obsessed some time ago by digital thought, but the question that has not solved is still to bring those digital messages to real life This is the key to the future success of the strategies of brands. . “

I say that the executive was accurate because this is a challenge that we encounter almost daily: make the customer or partner agency understand that technology is really very powerful, but ineffective if no ideas that norteiem, deem life. A clear objective, well-defined, end to end. And that can be understood by both the company and, even more, by your audience.

I’m sorry to disappoint you, maybe. But not exist a standard solution, miraculous remedies

Every action demand one or several specific solutions, tailored:.. A lot of sweating, before any action

Just like a comma, technology, inserted negligently in particular promotional campaign, has the power to undermine the story. To engage that prospect. To frustrate the customer.

In response times to storytelling, certainly that’s what your brand least expect …

So, remember is: technology is not commodity. And the decision to build bridges or walls, is in your hands. Or rather, in charge of his ideas.

(*) André Brandão is managing partner of Blumer