A technographic time-lapse

technographic time-lapse

In cinematography, the time-lapse technique is used to accelerate the evolution of an object. The development of a city skyline, the busy bustle of a crowd, or the ethereal motion of rushing clouds: each has been used to give the impression of transformation in an onslaught of activity. In my mind’s eye, the dramatic growth of the Internet along with the development of social media services that has accompanied this growth in the last few years is nothing less than a time-lapse of technology.

When I started my consulting firm six years ago, I would never have anticipated just how explosive this growth would be. Granted, at the time I was more focused on implementing marketing campaigns for client firms than on analyzing marketing strategies that would define the future of business. Yet the signs were there. In 2004, a little company named Facebook® was about to launch. Another newcomer, LinkedIn®, had convinced me to start my profile as a way to network with colleagues and clients. And Twitter® was but a glimmer at Odeo.

Now, several years and hundreds of frames later, I too am one of the pixels in the time-lapse view of digital marketing and social networking on the Web. Today, I analyze, develop, and propose ways in which my clients should leverage new media technologies to enhance their marketing strategies and manage their respective brands.

And the technographic photo continues to evolve. No sooner has one offering come into focus than a newer, trendier one starts to take shape in this image. So I continue to bring out my virtual eyepiece to hone in and understand how a new offering may help or hinder my clients’ product positioning or how it may be leveraged as a competitive advantage.

My presence in this vast photo is evolving with the launch of this blog as well. I hope the frames I attach to this macrocosmic picture are insightful and encourage others to insert their experiences. In the words of Henri Cartier Bresson, the father of modern photojournalism, “I want only to capture a minute part of reality.”

Neena Needel is founder and Principal of Point2Point Group (www.point2pointgroup.com). If you would like to continue the conversation, post a comment or send a message to neena@point2pointgroup.com.

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about neena gupta needel

In marketing, a brand touchpoint refers to every opportunity a company has to impress its brand upon its consumers. I hope my thoughts on these pages will help to connect my ideas with others who share a passion for marketing and communication.

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