Mindshare Video: All That Glitters Is Not Gold

As new technology develops at rapid rates itamp8217s easy to be fascinated by the latest devices But while itamp8217s always important to include testandlearn as part of your strategy brands must still embrace tech trends carefully or risk losing bigLook no further than Second Life for a cautionary tale amp160In the early 2000s experts predicted that this virtual world which lets users create avatars to interact shop and consume media would be the future of the internet and marketing amp160It was supposed to revolutionize life as we knew it but it failedFast forward to 2012 and Google Glass was expected to be our new way of seeing the world displaying digital information through wearable headsets amp160It didnamp8217t do well amp160The same can be said for when Snap launched Spectacles in 2016 although version two of Spectacles launched at the end of amp160April so weamp8217ll have to wait and see how those goThe fact is that our brains are often hijacked by novelty amp160Whether it fails or succeeds our amp8220cult of the newamp8221 mentality keeps us distracted by the latest thing amp160Just look at breakout ice cream brand Halo Top which garnered a lot buzz in the press following a 2500 sales increase in 2016 amp160In 2018 the company has continued to grow market share and attract a lot of attentionAnd yet we ignore the fact that 85 of CPG products fail amp160Blame amp8220Survivorship Biasamp8221 a tendency to focus on success stories while forgetting failures amp160This bias even happens with successful leading brands like Amazon Google and Apple all have introduced failed products in between their successful launchesSo what are the takeaways here for marketers amp160Ultimately thereamp8217s no one silver bullet for your media strategy amp160Weamp8217re in an era where thereamp8217s no shortage of new tech trends and fads Some will rise to the top and some will go the way of Juicero the pricy connected juicer that went out of business last yearAlways check Shiny New Objects against scale and marketing truths amp160And lean on agency partners for their broader view to help navigate the fastmoving tech space amp160Remember that firstmover advantage isnamp8217t necessarily always an advantage amp160Make strategic decisions about what is relevant to your brands and your customersFor more episodes of Culture Vulture Live and information on the latest in adaptive marketingamp160visitamp160MindshareInTheLoopcomClick the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writersamp160

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Mindshare Video: All That Glitters Is Not Gold

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Mindshare Video: All That Glitters Is Not Gold

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FEMA and the Ad Council Encourage AANHPI Communities to Enhance Disaster Preparedness in New PSAs - Ad Council InSites

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