Digital Disruption Is Different From Technology Adoption

Posted by KEXINO under Marketing
From https://kexino.com 2602 days ago
Made Hot by: blogexpert on March 14, 2017 10:23 am

Meaningful digital disruption is not about society adopting new tools or technologies. It’s about society implementing new behaviors.

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Comments

Written by lyceum
2598 days ago

Gee: You are right, you comment could be the base for an article! ;)

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Written by lyceum
2599 days ago

Gee,

Thanks for your input. Have you listened to my conversation with Jon Ferrara (Nimble), on social selling? Do you see an evolution of the old ERP and CRM systems?

All the Best,

Martin

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Written by KEXINO
2598 days ago

Hi Martin. My issue with ERP and CRM is less with the systems themselves, but how they're used (and the premise in how they're often sold). The user methodology is flawed. You get funky-looking graphs and charts, but setting up relevant granular tracking data is complex and resource-heavy. Much as I welcome and embrace the efficiencies such systems can bring, I think we underestimate the laziness and reluctance for marketers to familiarize themselves with the tech to the point where the end-result produces a tangible *consumer* benefit - rather than just a marketer-based one.

At the end of the day we must not forget that it's about human beings talking to other human beings. Automated messaging and attempts at engagement can never replace the comfort, reassurance, and 'authencity' of real human interaction. MarTech can help do the heavy-lifting, but the relevance of the interaction can never be automated. This is what many marketers fail to understand, thinking that automation is a replacement for thinking!

Hmm, all that sounds like it could be the basis for an article :-)

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Written by lyceum
2599 days ago

Gee Ranasinha: I like your posts. They are food for thought. What kind of impact do you think digital disruption will have on business to business activities in the future?

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Written by KEXINO
2599 days ago

Thanks for the kind words, Martin.

From a positioning and value proposition point-of-view, I think the drivers for effective selling will be more focused around delivering a heightened and more deeply developed customer experience. It's getting into the mindset that whatever you're selling, you're selling a service - not a product.

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