How do you choose technology for your online marketing?

I just read a great article on MarketingProfs that talked about what marketers should consider when looking at different online marketing technologies.  I think the information in this article is very valuable for any marketer looking to add new technologies in their marketing mix.

I think this advice is especially important for those looking at our TestDrive online demo service and have never been exposed to online demos in the past.

Some of the principles they recommend considering when making a decision in online marketing technology:

• Familiarize Yourself With the Terminology
•  Define and Prioritize Your Objectives
•  Avoid Commoditization
•  Automation and Integration
•  Training Is the Key to Success

Click here to read more about these guidelines and the entire article about Guidelines for Choosing Online Marketing Technology.

Do you consider any of these things when evaluating new technologies?  Are there any other principles you would use when looking at new technologies for your online marketing?