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by Mark Smither, Paulsen

It seems like every day there is a new technology demanding your attention, as well as your marketing dollar. (Remember QR codes and Google Glass?) On top of that, marketing directors have less time and fewer resources to stay ahead of the technology curve.

So, how do you know which bright and shiny technology is going to work best?

The short answer is this-you really don't know. No one really knows, which only adds to the challenge.

A recent edition of Digiday Confessions revealed that marketing agencies sometimes recommend new technologies when they know it won't drive sales. These agencies try to set themselves apart by appearing relevant and innovative, but, ultimately, their recommendations fall short of reaching large audiences or delivering results. As one CEO of a digital agency commented, "Agencies use new tech, and they know it will fail."

If you can't predict the future and you can't trust what your agency recommends, what can you do? Doing nothing is not a viable option, especially as your competitors continue to explore new technologies to connect their (and your) customers. Before you decide to adopt a new marketing technology, it is important to ask the right questions. The answers will help you determine which technology to embrace and which to avoid altogether.

Here are five questions we like to ask before recommending a specific technology or tactic.

1. Why are you doing this? Is there a specific marketing problem you hope to solve using technology?

2. What does each technology solution tell you about your prospects and customers? How can you give them a more personalized experience?

3. What percent of your customers have already adopted the technology?

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