<rss version="2.0"
					xmlns:content="http://purl.org/rss/1.0/modules/content/"
					xmlns:wfw="http://wellformedweb.org/CommentAPI/"
					xmlns:opensearch="http://a9.com/-/spec/opensearch/1.1/"
					xmlns:atom="http://www.w3.org/2005/Atom"
				  >
<channel>
<atom:link href="http://adage.com/article/digitalnext/fast-follower-digital-gameplan/238606/#comments" rel="self" type="application/rss+xml" /><title><![CDATA[Comments on: The Fast Follower Digital Gameplan]]></title>
<link>http://adage.com/article/digitalnext/fast-follower-digital-gameplan/238606/#comments</link>
<language>en-us</language>
<ttl>120</ttl>
<description><![CDATA[Astute brands don't try to be trailblazers; instead they follow the path that's already been hacked by tech startups.]]></description>
<item>
<title><![CDATA[By: David Neal]]></title>
<link>http://adage.com/article/digitalnext/fast-follower-digital-gameplan/238606/#comments-106793</link>
<description><![CDATA[What most tenured orgs miss in the rush to become &quot;digital&quot; is that it&#039;s really more about delivering better relevancy. We&#039;re still marketing to human beings. Give them what they want and maybe a bit of unexpected pleasure/ satisfaction, and they will remember it for a long time.

If your org doesn&#039;t understand your prospect/ customer insights it&#039;s really hard to understand how exactly digital will help you and you can spend a ton of money trying to follow what others are doing. Protectionist program managers are also a challenge when they are more concerned with their incumbent channel&#039;s KPIs than with trying to innovate. Digital can cannibalize old school programs because it is so targeted and nimble. 

What the start-ups do is simply find something out there that no one is doing and then find ways to make it real. Digital is so lean that it can help them get there so much quicker than in the past. But keep in mind there are a ton of start-ups that never make a dime so if you&#039;re a smart, tenured company with a bit of courage you can always stay relevant. You&#039;ve already got the marketing infrastructure in place. Just make sure that it&#039;s not part of your problem. :)]]></description>
<pubDate>Tue, 04 Dec 2012 12:36 EST</pubDate>
<author>David Neal</author>
</item>
</channel>
</rss>