I spend a good portion of my day talking to clients about how their newest greatest technology is going to change the face of business. It doesn’t matter the product. It doesn’t matter the company. Regardless of whom I talk with, I am always left with the feeling that for a lot of marketers and IT minded individuals, the IT products – the tech – will serve as the major selling point.
The only problem with this is, it isn’t true. More and more, I find myself telling clients that while the technology needs to be solid, it isn’t enough to foster a long-term business/customer relationship. All too often companies are too caught up in their tech based solutions and not focused enough on providing a clear consistent message to their clients across all of their marketing channels.