Technology Keeps Marketing Wrapped Together!

I believe that marketing strategies are shifting today because technology has found a way to be the “perfect” bow atop the gift of content and marketing. This is the bow that keeps everything wrapped together and looking beautiful all while remaining extremely functional.

It’s no secret that technology is used today in order to drive specific content to consumers via marketing strategies/campaigns. The real question is, what are companies doing to leverage this ability? Is it working? and has it been able to directly affect the decision/purchasing power of the everyday consumer?

With that said, technology has undoubtedly changed the way in which we interact with the brands we love and care about. Technology has given the marketing industry the ability to engage with its consumer, interact with its consumer and be influenced by its consumer on a whole new level.

Technology today pushes the consumer to feel entitled. More and more ads are being delivered to their audiences that speak directly to consumers. Shifts in technology have affected the way that consumers view, relate to and interact with their favorite brands. General announcements to the public have now evolved into personalized messages for individuals during ad campaigns. These shifts allow consumers to take a sole product and make it different, make it theirs. Engaging with the consumer is the most powerful aspect of a marketing campaign and technology allows heightened engagement and interaction when connecting their messages/campaigns via multiple platforms in order to be more inspirational to the consumer.

Brands are empowering their consumers via technology and its ability to be mobile/accessible. Personalization breed’s passion, more campaigns now encourage their consumers and fans to have an influence over there next or newly improved product. By allowing fans to help make decisions, companies are leveraging the power of choice and giving a sense of ownership or transparency to the consumer. A good example if this is what Mountain Dew allowed its consumers to do in a recent campaign. They used social media platforms as a way for consumers to submit ideas for a brand new personalized drink flavor that would be stocked in grocery and convenience store shelves around The United States. Mountain Dew was able to build consumer trust, brand loyalty all while brining joy to their consumers.

Another great example of this is uniquely wrapped gift is a platform called Pinterest. Pinterest is a great example of content, technology and marketing coming together to display and promote a particular lifestyle or brand. Pinterest allows its users to create, gather, share and inspire their own and others’ lifestyle brands/content via personalized boards. Pinterest is highly visible, giving users the ability to tell stories via content instead of through a paid for advertisement, as marketing was mostly done so in the past.

In my eyes, technology has delivered an extremely important device when it comes to the sports industry; the wireless device. Quick access to live scores, highlight reels and breaking news are extremely important for both the avid and casual sports fan. By creating applications and widgets for wireless devices like smartphones and tablets, sports fans are able to carry their favorite teams around with them wherever they go. Applications like ScoreCenter (ESPN) allow fans direct and instant access to all of the live sports scores, news and information that they care about exactly when and where they want it.