A Marketer's Balancing Act: Just Because A Technology Can Doesn't Mean It Should [Forbes]
BlackBerry Limited (BB)
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Source: Forbes
A Marketer's Balancing Act: Just Because A Technology Can Doesn't Mean It Should Getty Technology companies are often accused of falling in love with their own technology. It’s understandable. With today’s high rate of technological innovation, look at the things we can do that we scarcely dreamed possible before. But with all this progress, an old adage seems appropriate: “Just because you can doesn’t mean you should.” That’s because technologists can often develop their inventions without fully understanding how customers will actually use that technology or what unexpected issues they may encounter related to its deployment. It’s up to chief marketing officers (CMOs) and their marketing teams to strike a balance between what’s possible with a given technology and what’s practical to bring to the marketplace. That means truly understanding the customer’s world, so the company can better align the application of its technology with the customers’ needs — while acknowledging, respecti
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