When technology loses its tech

The funny thing about technology is that it loses its tech. Just think of this. Blogs and websites used to be limited to geeks who knew programming, html and lonely Saturday nights. Now they are exceptionally accessible to geeks who don't know programming and html but are still very familiar with lonely Saturday nights.

That's the way it works. My agency is doing a lot of things in house that it used to outsource. Why? Because it can. We worry about our clients' brands and promoting those brands. Our philosophy had always been to use technology in promotion, but to only provide the content and direction and then let a third party implement. Things have changed.

There are still plenty of people out there who get caught up in code, we believe it's more important to establish relationships than it is new intellectual property. So we use the technology that is readily accessible to communicate and build those relationships.

One example is a new service we evolved into. We have become video producers and editors. Why? Because we can. Editing software allows us to do things that we would have had to hire out five years ago. Digital video cameras no produce an "acceptable" level of quality for many uses. YouTube has diminished our quest for production value and replaced it with a need for fast, funny and to the point.

We won't replace production companies and we really don't want to become one. I find grips intimidating. But we will do what we need to do to find affordable marketing and communications solutions to our client challenges.

Dreamweaver makes doing basic websites easier. Final Cut Pro makes editing video easier. Blogspot and WordPress make blogging easier. They all get us that much closer to technology but provide little help with Saturday nights.