Don’t Adopt Technology For Technology’s Sake
In some ways, over-enthusiasts are more dangerous than philistines. Approach adopting new technologies in your business and communications practices from your audience’s perspective rather than your own. Does it improve their experience? The answer is not for companies to create a competitor to a robo-advisor, the answer to is adopt technology that makes sense for and enhances your businesses’ strongest attributes and customer experience.
 
Focus On The Cultural Practices Surrounding The Technology
New platforms come along all the time. What matters is the patterns in how and why people are using them, and how it might shape new expectations for the way your company communicates and does business.
 
Look At How People Use New Technologies In Their Leisure Time
The ways people engage with new technologies in their free time today shapes how they engage in their lives as professionals, investors, and citizens tomorrow. Pay attention to what’s happening in the media space, the B2C space, etc., and think about how it might bring change to you down the line.
 
Thrive Amid Disruption
Your business can survive -- and thrive -- as technology disruption replaces the old with the new. Think like the pioneers of financial advice and move to the head of the pack, understanding why new business models, advice channels and modes of communication appeal to many investors. Smart marketing and communications can help drive the value of your business, and can communicate innovative transformations you’ve made in this changing environment.
 
Morrison Shafroth is a director at Peppercomm, an integrated marketing and communications firm with offices in New York, San Francisco and London.
 

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