What to Watch Out for : Don't be too quick to credit the success of a digital marketing endeavor to the new technology when you're the one offering the discount. "I always like to ask the vendor what kind of business they could drive on their own if we weren't offering anything," says Bonifacino.
Although the pilot often costs very little, the time and effort involved is valuable. Be rigorous when researching startup vendors. "We have a venture capital mind-set, and we look at it like an investment," says Bonifacino.
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