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What marketers need to know about the rate of technology obsolescence

What marketers need to know about the rate of technology obsolescence.

The ability to spot an opening to transform an industry and innovate ahead of the pack is a technology entrepreneur's best asset. But technological advances pay a heavy toll in the form of disruption.

The rate at which an innovation loses its competitive advantage accelerates every year. This is what I call the velocity of obsolescence.

Although a product may be considered hot now, it can easily lose its value. While the rate of innovation is increasing, the velocity of obsolescence is growing even faster.

In 2013, I wrote about this concept with a focus on the more visible aspects of technology — the devices and platforms that consumers and business people interact with every day. Now that I m focused on the needs of the marketer, I tested the theory against marketing technologies.

Here s what I found.


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marketingland.com

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