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#Adobechat - As new digital channels are invented and come into play, how do you determine which are revolutionary and which are hype?

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Gigazelle
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Gigazelle
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19-10-2016

Each week on Twitter, @AdobeMktgCloud asks several questions to the community. Responses are transcribed here to facilitate further discussion. The following is question 2 asked Oct 19 2016:

As new digital channels are invented and come into play, how do you determine which are revolutionary and which are hype?

Christoph Trappe ‏@CTrappe
Try to hit new digital channels early, determine viability and then keep going or move on.

Michael Halbrook ‏@Halbrook
Watch closely & test, test, test, test. Some are revolutionary for some, others are hype for others.

Ken Burbary ‏@kenburbary
Evaluate any new channel/platform through the lens of your audience. Is your audience spending time there?

Christoph Trappe ‏@CTrappe
The whole digital channel thing is about due for a mix up, disruption, whatever (Pick your buzzword). Just because there are new channels that doesn't mean old channels disappear or are totally irrelevant.

R2integrated ‏@R2integrated
Consumer adoption is key – VR & AR have failed to ignite the general population, where chatbots have already succeeded.

Venture ‏@VentureComms
Most important, where is your audience? No point in using a new platform if your key demo isn't on there

Manzar Mashhood ‏@Manzar360
Research and Results matter. Don't buy the hype, always test and leverage market research to determine results.

Joel Renner ‏@JoelRRenner
Revolutionary and hype look the same. The only difference is longevity

David Chang ‏@davidsejinchang
Tech takes time and iteration to mature. It will suck before it becomes revolutionary.

Christopher Thames ‏@ChrisThames29
You need to do your research on the internal/external stakeholders & backers. RESEARCH!

What are your thoughts on this question? If you didn't have an opportunity to respond on Twitter, please share your thoughts here!