Technology and the message.
Are they always good in bed together?

Technology and the message. <br>Are they always good in bed together?

We’ve all been there. Sitting in a conference room watching another PowerPoint do its version of a business meeting pole dance. Pages flying in. Type spinning. Images bouncing. All supposed to convince us an idea is worthwhile. And we end up sitting there saying to ourselves, “Really?”

What “Really?” really means is we are questioning the corporate authority who decreed any kind of technology is good for the message. That philosophy has gone viral in corporations. And it doesn’t apply to just PowerPoints. It goes deep into the Internet too when companies try to send their messages to their audiences. The reliance on technology for your message is putting too much faith in the audience to have to “figure something out” if it isn’t either self-running or nothing more than having to click. While Internet technology can do some pretty cool motion stuff these days, your 360° virtual product tour, for example, will be incompatible in every browser out there if you cannot build it out properly. And the only thing that will be spinning 360° is your audience’s heads.

It would be like a copywriter or designer writing in roadblocks to understanding or designing frivolous elements that make no sense. So why do we leave messaging in the hands of technology for no other reason than technology? Give your audience any chance to break up the perfect communication chain you spent days, weeks, and months strategizing—and they will. And it isn’t like when you’re in a china store, where if they break it, they bought it. When your audience breaks the message, they leave. And in a hurry. And they’re probably never coming back.

Give them something simple they can understand, enjoy, use, recommend, and—have we forgotten—buy! If we listen to Malcolm Gladwell and trust his assertion that our decisions begin formulating in two seconds, then why would we want to forfeit those valuable two seconds to technology that serves no other purpose than being there? And for those of you who are waiting for this blog to start pulsing to the beat of an Adele song coming out of your speakers with disorienting images sliding across the screen, I just have one word for you: Really?