So you’re thinking about upgrading from Dynamic Media Classic? The good news is that Adobe has handled the hardest part: the Dynamic Media Classic URLs that serve images, videos, and PDFs do not need to change. Thank goodness.
But there is still complexity, and after solving the hardest and most universal problem, Adobe has left the variously customer-specific questions of legacy integrations, asset organization, metadata enrichment, account consolidation, and cutover plans in the realm of implementation.
That is where Freedom can help.
This week, Amazon announced #AmazonCart. And it was a Big Deal. Or a Passing Fad. Or a Game-Changing Disruption.
The consensus among the media/blogging community was clear: they all needed to write and post clickbait as quickly as possible.
If you can’t tell, I’m typically cynical about most sweeping proclamations about the future of a particular technology. But in the case, put me in the Game-Changing-Disruption camp. Specifically, the Act-Now-Or-Else cabin. Which has great views of the Your-Business-Will-Fail-Without-This-One-Weird-Trick lake.
But tortured metaphors aside, I believe that retailers must respond immediately to #AmazonCart for reasons that are clear with a bit of careful forethought.
Recently, a brand manager overseeing a new product launch for a top-5 beer company told me that he had spent $10,000 to build his website. And he hadn’t requested additional budget for next year.
My first instinct was to patiently explain—in small words—the new marketing realities. Circa 1999.
Accelerating change!
Disruption!
Big Data!
Singularity!
<Insert buzz word here>!
After all, I’m a digital technologist. I have spent years working with visionary Chief Marketing Officers to build digital marketing ecosystems that drive huge measurable returns for their organizations.
But during a very short conversation—in which the brand manager was the one using the small words—he convinced me that the web really didn’t matter to his business.
