Every time I see 'n hear someone moaning the 'disruptive' use of technology, I am tempted to say, 'Don't fight it, Adapt!'. But then I stop, as I know it would fall on deaf ears; its the 'generation gap', you see.
Marketers must leverage technology to their advantage. It becomes even more important if their target consumer segment happens to be the present generation. Take for example, mobile telecommunication in a country like India. According to TRAI figures, India crossed the 10 million mark in monthly wireless subscriber additions with a record 10.07 million additions in September 2008 against 9.16 million in August 2008.
Leveraging the reach of this technology becomes an absolute must for marketers. And it must be done in a way that its welcomed by the receiver (subscriber-user) rather than being seen as an 'interruptive marketing message'.
The power of technology is virtually unstoppable. Countries like North Korea try their best to control it, knowing that, if they didn't, they could even have a people led rebellion on their hands. At the moment, North Korea is clamping down on mobile phones and long distance telephone calls to prevent the spread of news about a worsening food crisis, according to the United Nations investigator on human rights for the isolated communist country.
If something saves North Koreans from their dictators, I believe technology will.