I am undoubtedly a promoter of using new technology or media as a way to build my client's business or advertising campaign. But when does using new technology become ineffective? Even bad?
When we use it just to use it we create bad habits that (typically) generate moderate results.
These bad habits all start from our external distractions. At some point we've all heard someone say something like,"It would be cool if we did something with that new technology...what's it called again?" FourSqaure? Augmented Reality? Something like that iPhone app? These whispers, these temptations to try something cool just to be cool isn't always the best way to wield your marketing or creative prowess.
New technology, wiz-bangs, apps, and do-dads make it easy for advertisers and marketers to lose their focus. New technology sometimes becomes the escape-goat for having a truly meaningful message that gets people to notice take action—to shift your brands perception.
Getting people to give a shit is what's hard at the end of the day. Having them tool around with a new technology that's mildly connected to your brand message or experience is easy.
Here's my advice—don't take the easy road. Because if you do, you might win the pitch, but you'll achieve the moderate results I mentioned. And your client (and perhaps yourself) will begin to doubt the possibilities these new technologies actually present for their brand.