Technology and Marketing

VOL. 0049 – FLORIDA, TUESDAY, APRIL 2, 2024

Juan F. Arjona Harry

President & CEO Strategee   

It's no secret that technology is radically changing our lives. Absolutely everything in our environment is undergoing profound changes resulting from technological impact around us and in our daily lives.

The entry of the technology to areas such as medicine has been transforming from the way it makes a medical examination, to the way in which surgeries are performed with accuracy and successful results.

Just as has been happening with medicine, technology is impacting heavily areas such as civil engineering and construction, vehicle production, the production of household appliances, airplanes, computers, fabrics, retailers operating throughout the world, land transport, the design of the new education and the way in which this is taught around the world, producing more and more healthy food, design and development of drugs, music, books, among many other areas of knowledge that impact our lives daily.

Similarly, the marketing has received the positive impact of technology on all fronts, strategies, tactics, and interpretation of the consumer. We will now see how the technology has been incorporated to Marketing:

1.    Market research and consumer awareness now has electronic devices that allow you to instantly identify trends and consumer preferences.

2.    Technology has also been incorporated to the capture and creation of panels of consumers through online surveys and polls, possible answers instantly on your preferences and concepts around products, services and brands.

3.    Similarly nodes by connecting the brain and body parts can be measured by the emotional impact of TV ads interpreting the physiological response of the individual.

4.    Powered by identification eye movement, focal points are identified from a consumer who is in front of a website.

5.    The technology allows the design of products and services to have three-dimensional modeling and prototyping equal to mass production performance.

6.    Technology is joining the mass production of products enabling high quality standards.

7.    The technology allows an operation Servuction that assures that every step, procedure and process is executed with complete perfection and traceability.

8.    Technology makes possible that when consumers enter a channel of communication with the company, its income is traceable assuring the response to their requests, questions and complaints.

9.    The technology allows the formulation of pricing, promotions and trade marketing activities to be designed ensuring the consolidation of the brand equity and profitability of operations that support each trade promotion or marketing activity.

10.                 Technology enables brands and companies to do every day traceable buying products or using services, enabling the visualization of the accumulation of their transactions and redemptions of prizes, points or freebies for purchases.

11.                 Technology helps to perform math identification of buying behavior of a consumer, generating purchase and consumption profiles that segment consumers around traceable parameters.

12.                 The technology allows brands to connect directly with consumers and companies through portals with shopping carts that have revolutionized the distribution channels.

13.                 The marketing technology changed the music market, books, direct sales, airlines, tourism, education and almost all services among others.

14.                 Technology Modified with enormous positive contribution by making easier the physical distribution and delivery of products to consumers.

15.                 The technology enabled the consumer’s contact with processes of second and third line of back-office services in companies.

16.                 The technology allowed brands to be all day close to the consumer through portability and transactional applications with mobile devices.

17.                 Technology enabled the implementation of promotions features to directly connect the databases of customers or buyers with microsites designed to support or make promotional mechanics executable.

18.                 Technology makes by robots, navigation profile of a consumer and its consumption constellation, the segmentation.

19.                 Technology allows creating product simulations, combinations of product and purchasing situations traceable.

20.                 The technology allows knowing in real time, sales, budget compliance, vendor performance for assigned areas and territories.

This is the executable marketing world today. The technology came to impact and improve our marketing execution and our responses at a rate that if is not in real time, we lag behind a consumer who gets everything at the speed of a click.