We live in a world where technology is an all-encompassing constant, promising us a simpler, easier life. We now supposedly have whatever we want at our fingertips, instantly accessible, 24 hours a day. However, technology often fails to deliver on the hassle-free experience that is promised, slowing us down and forcing us to adapt how we work and live to the limitations of the technology rather than the technology adapting to us.
Marketers want to be able to create appealing, interesting content and drive customer engagement without technology dictating how this happens. If the technology used is too clunky and process driven then it makes completing any task harder and can actually prevent us from reacting quickly to new opportunities and market demands. If we can’t easily see and analyse the success, or otherwise, of a campaign then planning for future work becomes increasingly difficult.