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!