How many times have you heard technology marketers ranting about how they are going to revolutionise the world. The dilemna marketers face is who should they believe.

Because we work with some of the worlds best known brands, new technology vendors are constantly approaching us with the next 'big idea' and how its going to revolutionise our customers markets. The dilemna we face is deciding which new technology will be adopted in the marketplace. The is first step is to, blow back the hair so you can get down to the hide. Numerous questions need to, these are three fundemantal questions that have to be answered;

1. Will it attract and gain new customers for our clients

2. Will the value of average orders be increased

3. Will it increase the frequency of orders

Unless the answer is YES to all three, its not even worth evaluating. Why? because post modern marketers have access to a wealth of performance evalution tools. Having "buzz" and being 'cool" no longer pays the rent. Its all about performance that can be measured, quantified and justified by results.

So the next time someone knocks on your door and promises to "rock your world", ask them these three simple questions. Or your might find yourself buying Mutton dressed as Ham