Technology plays an integral part of your brand story. It is inextricable and a real contributing dimension. Brand stories of today are not just plain narratives but instead, are experiences. People do not just read or hear messages – they experience brands, both digitally and physically. Technology is no longer an ‘outside’ experience when in fact, it is the experience.
Technology is not just an enabler of a story, it is used by marketers to create the experience and by other people to access the specific experience. Adding, the options marketers make on technology, and the ability to execute a strategy through those technologies, implies a significant impact on marketing effectiveness.
Traditionally, marketing is just about art and copy, but today, it is about programming, code and technology, utilization and analytic data. It is to be considered that marketing is a new type of digital storytelling that is merged into the narrative of a buyer’s journey. Further, app technology is not distinct from the content as they are involved complex components of the same customer experience.
The current technology is how marketing sees and touches a customer. Choice of software affects processes and the brand experience provided. Marketers shape the customer journey around what is possible to produce.
- Marketing Scope – In order to create those interactive experiences, marketing is increasingly viewed as a revenue source and not just an expense. Marketing now participates across the entire customer lifecycle.
- Technology Expansion – In every month or so, a new consumer tech disruption as well enterprise/marketing technologies arise. There is an abundance of technology that is within reach as consumers as we take it for granted. Uber, AirBnB, Amazon, Google are just some examples of companies that create experiences based on advanced technologies, yet consumers and users consider them as ‘air’ – it is free and unlimited.
- Virtual Enablement – Virtual business is mainstream. This overly simplifies issues of time zone, talent recruitment and organizational collaboration and on the brand side, it removes frictions for access, multi-channel access, and instant purchases to the consumer.
- Economies on the Cloud – It is now easy to create, develop, sell and innovate new technologies due to the cloud that provides the benefits of scale, adaptability and the speed to market.