Technology is all about providing answers.
It's often so far advanced that it comes up with a solution before anyone has even asked a question.
The iPad is one such solution.
No one really knows what the best use of it will be.
There are lots of options.
Eventually, when it's been around for a while and all the hype has died down then exactly what gap in the market it will best be suited to fill will become apparent.
Until then, it's just another clever gimmick thats ahead of its time.
There are many such examples of people thinking up boundary-pushing gizmos that some greedily lap up in order to pronounce themselves the ahead-of-the-game uber-geek and others fight shy of in order to see how best they can be applied to their lives.
In terms of much online marketing, a situation exists whereby the answer to the problem is ready-made.
No matter what that problem is.
The real problem though, is that advertising – that art/science that requires an almost psychoanalytical understanding of the subtle nuances of the marketplace and the precise idiosyncrasies of the particular product or service – is, if a correctly targeted, financially viable, nailed down marketing message is to be generated, dependent on questions, questions, questions being asked prior to any answer at all being mooted.
Unfortunately, in the scrummage to show off their ingenuity and techno-savvy credentials the instinct of most online marketers is to fast-forward to the end.
To suggest an immediate off-the-peg solution that the current technology dictates.
Quickly, before anyone else uses it.
By definition, most people who understand people don't understand technology.
And most of those technologically focused, don't have the required empathy with the man in the street to know how to engage him.
They have the answer.
But they don't ask any of the questions they should be doing to make sure it's the correct one.