Your 2018 new year’s resolution: ignore the digital hype and be channel-neutral

The birth of any technology usually leads to enthusiastic overuse and then eventual moderation. Gartner’s Hype Cycle is a good visualization of the pattern. As the New Year approaches, many companies are climbing towards the Peak of Inflated Expectations by moving towards digital with abandon that just might be reckless.
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Look at the recent headlines. In the US, Neiman Marcus is going digital-first. So are The Smithsonian and J.Crew. Coca-Cola is doing the same