Disruption happens overnight
Mark Zuckerberg’s oft-repeated motto, of “move fast and break things,” is no longer just the anthem of Silicon Valley, it’s become the rallying cry of new and old companies alike as they scramble to stay on top, challenge tech incumbents or be the first to bring an entirely new idea to market. In an age where disruption is the status quo, technology marketers need to be just as agile.
Yet, a majority of fast tech marketers have gone into autopilot, relying on traditional marketing tactics, such as email blasts, programmatic advertising, content syndication, etc., to drive demand. The thing is, these automated transactions were built for a predictable world where time is not a factor, providing a set of touchpoints plotted against a presumed linear buyer’s journey.
But, what about the technology industry is predictable? Only constant, unrelenting change. So, how does marketing move as fast as innovation happens?