During the COVID-19 pandemic, technology is repeatedly mentioned as a solution in the work-from-home season. But is it the answer to all trouble? During #socialdistancing, online platforms that support online meetings and working especially Zoom, have recorded a sharp increase in new downloads. In the first two months of 2020, Zoom got more new users than the whole year 2019, with 2.22 million downloads compared to that of 1.99 million in 2019.
However, soon after, millions of people quickly regret using Zoom as the platform is accused of leaking users’ information, not being end-to-end encrypted, enabling hackers to take over users’ devices due to security flaws and sending data to China.
Similar stories are not uncommon. When “4.0 industry” and “digital transformation” are mentioned everywhere, everyone is excited about new technology. They adopt trendy apps and platforms to avoid being left behind by others without knowing the risks. Without understanding, a tech lover is blind, and the danger is high.
Hi-tech application: should we use freely because it’s available?
Just because technology is available, cheap or even free, it does not mean the technology is suitable for everyone. Don’t download an app to avoid feeling out-of-date, or to show you are trendier than your neighbors. The key to success is that companies should adopt technology wisely. It must serve a clear purpose and fit with the organizational process.
“Similar to money, technology is a good servant but a bad master. Tech users should be clever and conscious to apply it effectively. With our experience and expertise in business consulting, EloQ Communications tailors integrated packages to suit various clients’ needs, at different stages of their businesses. The use of technology is considered thoroughly for the best results.” – insists Dr. Clāra Ly-Le, Managing Director of EloQ Communications.
With smart implementation, even simple technology works well. During the three-week lockdown in Vietnam, big supermarket chains offer home delivery service to help customers avoid big crowds. Local stores collect orders by calls and SMS to their hotline and deliver products to customers’ doors, making it easier for home shoppers. The sales of all supermarket chains increase dramatically while applying technology in no-contact shopping. A spokesperson for Co.opmart, a famous local supermarket chain, said their phone orders increased by 50% in the first week of practicing social distancing.
Therefore, the biggest challenge for marketers is understanding that technology transformation starts with strategy (purpose), focuses on capabilities (people) and transforms ways of working (process) to deliver the outcome desired (performance). And not with the technology itself. It is not easy to recognize which technology is necessary and effective for one’s company. That’s why EloQ Communications always provides consultancy services and helps clients understand both their strengths and weaknesses in order to choose the most suitable strategy.
Author Nhung Do is a copywriter of EloQ Communications. Nhung Do has over 10 years of experience in journalism, book writing, teaching and content creation. Read more articles relating to marketing and communications at EloQ’s Blog.
EloQ Communications is an official partner of the GlobalCom PR Network.