Role of Technological Advancements in Marketing Activities

The report analyzes the role of technological advancements in marketing activities and how they have improved the efficiency of organizations. It discusses the impact of artificial intelligence, cloud computing, and personalized experiences on marketing strategies. The report also highlights the importance of transparency, control, and openness in leveraging technology for marketing purposes.

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Management
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Executive Summary
The report has thrown light on the analysis of the role of technological advancements in the
marketing activities which are adopted by the different companies. With the help of the
different kinds of aspects such as artificial intelligence along with other elements, it has
proved to be beneficial in effectively managing the different activities. Moreover, the
technological issues have played a significant role in improving the overall efficiency of the
organizations in managing the various operations such as appropriately satisfying the
multiple customers.

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Table of Contents
Introduction................................................................................................................................3
Importance of Technology in Bringing Revolution in Marketing Functions............................3
Transparency, Control and Openness....................................................................................5
Conclusion..................................................................................................................................6
References..................................................................................................................................7

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Introduction
The report throws light on analyzing the impact of technology on different marketing
functions. As commented by Constantinides (2014), technological advancements such as
web, social media along with mobile phones which significantly affect modern marketing.
Moreover, technology has essential effects on the different business operations, and the
technological infrastructure helps transform the culture, relationships among the business as
well as efficiency. The tech helps the business grow as well as prosper along with
strengthening the relationships and effectiveness of the organizations. Technology has both
intangible and tangible benefits which will be helpful in making money along with producing
results which is demanded by the customers.
Importance of Technology in Bringing Revolution in Marketing Functions
Technology has played a significant role in managing the different activities of
marketing in the past few years, and as the new technologies show up, the different marketers
need to properly keep up with the various trends as it will help them in ensuring that they can
speak the language of the audiences in the market. As commented by Elliott, Hall and Meng
(2013), the continued impact of the digital technological aspects on the different marketing
activities and strategies are viewed as the asset of the organization and creation of proper as
well as comprehensive digital marketing strategy will be useful in increasing the reach
towards the customers. Moreover, it will help elevate the brand in terms of the outreach and
enhancing the experience of the customers in the market.
Furthermore, Limbu, Jayachandran and Babin (2014), have opined that technology
has continued to evolve and the proper adoption of the different kinds of digital technological
advancements has proved to be beneficial for the overall success related to the marketing

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activities in an appropriate manner. Due to the technological advancements, it has helped
improve the different marketing related activities which are analyzed as follows:
Artificial Intelligence is one of the essential technological aspects which is defined as
the development along with the efficiency of the machines to perform the different human
tasks, and there is little room of errors. Due to artificial intelligence, it has been helpful in the
digital advertising aspect wherein it offers an instant connection with the different customers.
As commented by Sok, O’Cass and Sok (2013), the various customer service issues are being
solved with the help of the social media chats and the customers become more aware
regarding the sales along with promotions faster through the feeds on social media. Besides,
the advertisements can target the different users who are based on different needs along with
interests.
Cloud Computing is the other approach which is the significant technological
advancement that can prove to be helpful in the growth of the marketing approaches. For
instance- The different digital marketing team utilizes the cloud computing services such as
G Drive to share the various information to the customers staying in overseas. There is a
separate team of graphic designers along with blogger and developer who tries to put up
different efforts in various parts of the world as it will be helpful in effectively
communicating with one another along with delivering the best to the different clients or
customers in the market.
Personalized Experiences is the other aspect which has been developed with the help
of technological advancement. As commented by Limbu, Jayachandran and Babin (2014), the
personalization is the other way the new technologies will be helpful for the businesses in the
maximization of the connections among the customers. The different augmented reality
applications have been developed in different companies for the marketing activities which

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helps in showing the different customers "how the products will look like in their space", and
it helps personalize the experience of the customers while shopping and it helps in
appropriately managing the overall scenario.
From the different statistics which have been revealed, it can be identified that the
revenue which will be generated from the cloud computing sector is expected to cross $411
billion till the year 2020. As per the respective figure, it can be identified that it is the great
indicator of the growth of the cloud computing technological aspects and the businesses are
appropriately leveraging on them as well.
Besides, Limbu, Jayachandran and Babin (2014), have commented that through the
proper usage of internet, the different consumers in the competitive business environment
have been able to gain an appropriate experience and access to the multitudes of the data
from the entire world and the data is critical valid and timeless. Furthermore, with just a
click, the customers can gain meaningful reviews and insights about the different companies
which are selling similar products. The customers can gain knowledge on the comparison
relating to the prices and read reviews and even communicate with the other users with the
help of forums regarding the quality of the product and satisfaction of the buyers.
Transparency, Control and Openness
The different agencies which are trying to able to leverage technology to build their
unique offerings. To make the offerings unique, there is the inclusion of three core
technology partners which are as follows:
 Transparency- It is the first aspect wherein the companies can gain knowledge on the
happenings in the process of media buying

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 Openness- It is defined as the ability to customize the technological aspects through
seamless integrations, and it will be helpful in the creation of bespoke solutions for
the brand clients (Constantinides 2014)
 Control- It is the last aspect which is the ability to oversee along with refining the
different outcomes of the marketing efforts which maps them back in managing
business goals (Constantinides 2014)
Conclusion
Therefore, it can be concluded that technological advancement is one of the essential
aspects and considered as the strategic tool which helps in increasing the overall efficiency of
the marketing activities and stay on top ahead of the different competitors which are present
in the market. Though the role of technology has not changed due to innovation in
technological aspects; it is the dynamic power in the relationships between buyer and seller
along with corporate attitudes towards the different kinds of marketing functions.

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References
Constantinides, E., 2014. Foundations of social media marketing. Procedia-Social and
behavioral sciences, 148, pp.40-57.
Elliott, K.M., Hall, M.C. and Meng, J., 2013. Consumers’ intention to use self-scanning
technology: The role of technology readiness and perceptions toward self-service
technology. Academy of Marketing Studies Journal, 17(1), pp.129-143.
Limbu, Y.B., Jayachandran, C. and Babin, B.J., 2014. Does information and communication
technology improve job satisfaction? The moderating role of sales technology
orientation. Industrial Marketing Management, 43(7), pp.1236-1245.
Sok, P., O’Cass, A. and Sok, K.M., 2013. Achieving superior SME performance:
Overarching role of marketing, innovation, and learning capabilities. Australasian Marketing
Journal (AMJ), 21(3), pp.161-167.