Marketing has a “hammer problem”: How to win at tech strategy in 3 steps

When it comes to new technology, marketers have a “hammer problem,” using it to solve every perceivable problem, but Sephora’s Stuart La Brooy, vice president at Sephora (LVMH), explains at eTail Asia 2024 about how to avoid falling into this trap and achieve tech strategy success.

Marketers are often guilty of hopping on the bandwagon of the latest “it” emerging technologies of the moment, Stuart La Brooy, vice president at Sephora (LVMH), observed in his keynote at eTail Asia 2024.

“Sometimes, when you get excited about the tech, you can forget that you're also in charge of solving a problem. Anyone remember NFTs, crypto and Web3 and how that was going to change the world? What about virtual reality? I've been part of many marketing campaigns that have over-invested in that (tech) space only to find out at the end of the day it didn't matter.”...

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