![\"Digital](\"https:\/\/leapsparkagency.com\/wp-content\/uploads\/sites\/4\/2022\/08\/gettyimages-491490296-scaled.jpg\" "\\"GettyImages-491490296\\"")
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\nIt\u2019s not just the technology, it\u2019s the way we use technology \u2014 to inform, to entertain, to
\nconnect, to buy \u2014 all faster than ever. And in more ways than ever.<\/p>\n
\n
\nIt\u2019s not just the technology, it\u2019s the way we use technology \u2014 to inform, to entertain, to
\nconnect, to buy \u2014 all faster than ever. And in more ways than ever.<\/p>\n
<\/p>\n
As a marketer, I\u2019m often in awe of the speed of change, especially in digital communications. Awe aside, I\u2019m also tasked with the sometimes-daunting questions I regularly receive from my clients.<\/p>\n
<\/p>\n
\u201cI just heard about [insert crazy new digital startup or modification to existing digital platform] Do you think we should try it out? Do you think it will work for our business?\u201d<\/p>\n
<\/p>\n
I\u2019m supposed to know about [insert crazy new digital startup or modification to existing digital platform]. It\u2019s my job. And not only am I supposed to know about it before my clients, I\u2019m supposed to have already compiled my opinion on the validity of the thing and its applicability to every industry and every audience segment within each industry.<\/p>\n
<\/p>\n
It\u2019s like a clip from the movie \u201cDon\u2019t Tell Mom the Babysitter\u2019s Dead.<\/p>\n
<\/p>\n
\u201cI\u2019m right on top of that Rose!\u201d<\/p>\n
<\/p>\n
That\u2019s a tall order, but thankfully there\u2019s a shortcut.<\/p>\n
<\/p>\n
There\u2019s a trick I learned a while back for dealing with surprise situations: Have a framework prepared in advanced. For me, and for us here at LEAP, our framework is simple: Market Less, Matter More.<\/p>\n
<\/p>\n
When you start with that mantra, you immediately begin to apply filters to the [insert crazy new digital startup or modification to existing digital platform.] Here are a few of my favorites:<\/p>\n
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\n<\/ul>\n
<\/p>\n
2016 was the year of Virtual Reality. As a concept, it isn\u2019t new. Its been the muse of Science Fiction writers since 1935. <\/p>\n
<\/p>\n
The world churned as technology caught up with imaginations and, thanks in part to Facebook\u2019s $2 billion acquisition of Oculus VR in 2014, by 2016 several of the world\u2019s leading tech companies had entered the VR market. Naturally, also by 2016, most leading marketers began to seriously consider VR as a shiny object in their consumer communications ecosystem.<\/p>\n
<\/p>\n
But how can we marketers evaluate the promise of VR? Under what circumstances should VR be considered? Here\u2019s where an application of the Framework is helpful.<\/p>\n
<\/p>\n
For one of our clients, it made sense to consider developing a VR experience to showcase bussing innovations, walking high-value prospects through an immersive sales experience at their most influential yearly trade show event. Sounds expensive? The solution actually leveraged the common smart phone along with Mattel\u2019s View-Master Deluxe Viewer (check it out at Wal-Mart for just $30!)<\/p>\n
<\/p>\n
In a fun, and somewhat nostalgic way, such an experience could do what no other trade show collateral could do, ensuring the innovative experience was just as \u201con brand\u201d as the innovations in their product and service offerings \u2013 an easy way to own such brand equities over competitors.<\/p>\n
<\/p>\n
We, as marketers, should evaluate emerging technology based on an ecosystem of value. All consumer touchpoints must work together to deliver on our brand promise. With a creative application of [insert crazy new digital startup or modification to existing digital platform] you can \u2014 so let\u2019s give it a try.<\/p>\n
<\/p>\n
In this edition of Logic + Magic we\u2019ll explore some of these emerging marketing technologies and help you push to understand if they can deliver value to your customers and, in doing so, deliver value to your brand.<\/p>\n","protected":false},"excerpt":{"rendered":"
Media & technology innovations move fast. What’s the move forward?<\/p>\n","protected":false},"author":40,"featured_media":1446,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[1],"tags":[],"issue":[],"collection":[],"class_list":["post-1443","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"acf":[],"gutentor_comment":0,"_links":{"self":[{"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/posts\/1443"}],"collection":[{"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/users\/40"}],"replies":[{"embeddable":true,"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/comments?post=1443"}],"version-history":[{"count":0,"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/posts\/1443\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/media\/1446"}],"wp:attachment":[{"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/media?parent=1443"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/categories?post=1443"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/tags?post=1443"},{"taxonomy":"issue","embeddable":true,"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/issue?post=1443"},{"taxonomy":"collection","embeddable":true,"href":"https:\/\/leapgroupnetwork.com\/wp-json\/wp\/v2\/collection?post=1443"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}