AM809001: Evaluating Technology in Marketing - Auckland International

This report critically evaluates the application of technology in marketing strategies across three New Zealand-based companies: Fonterra, Weta Workshop, and Air New Zealand. It analyzes how these companies utilize technologies like virtual reality, sensors, automation, and digital media to enhance their marketing efforts. The report also examines the impact of these technologies on consumer behavior, highlighting both positive and negative effects. Furthermore, it provides best practice recommendations for growth, emphasizing the importance of continuous evaluation, modification of technical applications, and leveraging technology for competitive advantage. The analysis concludes that technology plays a crucial role in modern marketing, influencing consumer engagement and driving business growth.

Running Header: Marketing in a Digital Age
Marketing in a Digital Age
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Marketing in a Digital Age
Contents
Introduction......................................................................................................................................3
Application of technologies for marketing strategies......................................................................3
Application of new media and technology within marketing strategies..........................................4
Impact of technologies on consumer behavior and best practice for growth..................................5
Conclusion.......................................................................................................................................5
References........................................................................................................................................7

Marketing in a Digital Age
Introduction
Fonterra, Weta workshop and Air New Zealand are three top business companies in New
Zealand. Fonterra is an international, dairy co- operative In New Zealand. It is owned by a large
number of farmers present in New Zealand which sums up around 10,500 in numbers. It is the
largest company of New Zealand with revenue more than NS$17.2 billion. Around 30% of the
dairy export in the world is facilitated by Fonterra. Fonterra is really concerned about the safety
and health of the people and for that, the company has launched several new technology
practices (Branch & Collins 2016). The below presented report is majorly focused on the
analysis and evaluation of use of technology in marketing in the above mentioned case studies in
New Zealand.
Application of technologies for marketing strategies
Fonterra has partnered up with another company to provide the safety training and virtual reality
health training through technology uses. Another use of technology by Fonterra is in sensors and
internet of things. This approach has also made the work easier than earlier and professional also
at a low cost comparatively which is a great thing for the company. Farmers are even using
smartphones to get the information anytime anywhere (Nuancedmedia 2018). Automation and
robots are also used by the company. Other company is Weta workshop is present in Miramir,
New Zealand. Weta workshop adds special effects and props in the television and movie
industry. It was founded back in 1987.
In this industry, technology plays a major role therefore it is very necessary thing in this industry.
While making films and TV shows, the director requires special effects for the cinematography.
With the latest technology, everyone prefers more innovation in the film industry. Better images
attract a huge audience therefore it is very necessary for the Weta workshop to use the latest
technology and effects. In a way, technology is the building block of this industry. Weta
workshop produces lots of astonishing and amazing effects in the movie lord of the rings and
gained a lot of popularity after that (Prasad 2018). In a way, Lord of rings gave a huge amount of
recognition to Weta workshop. Weta work shop uses extensive techniques for computer graphic
in the movies. Air New Zealand is the most popular airline in New Zealand and also the flag
carrier of the country. The headquarters of the company is based in Auckland. Total flight under

Marketing in a Digital Age
air New Zealand is, 56. International destinations are 31 in total number and domestics are 20 in
number (Bolman & Deal, 2017). The airline has also been a member of star alliance which is a
huge deal. Since the airline industry requires technological assets from time to time therefore it is
very necessary for the company to use the technology because without technology, it would
become difficult for the company to operate (Ryan, 2016). In order to provide the passengers, the
all type of comfort, it is very necessary for the airline companies to choose the proper kind of
technical gadgets and in- built entertainment system for the passengers (Ryan, 2016). Also with
the increasing modernization, the demands of passengers are also getting high and they want
every latest thing because of the increasing competition.
Application of new media and technology within marketing strategies
Weta workshop- Weta workshop is mainly famous for adding the special effects and props in
the film and television industry. For doing their work, they require all kind of latest technical
gadgets, innovation and the new tools. The quality of the picture depends upon the kind of tools
and gadgets used by the company for the special effects. It is the biggest determining factor. If
the new ideas or effect are great then they will gain a huge amount of audience which is a great
deal. Weta workshop used a PVC chain mail which just looked realistic in all three movies of
lord of the rings. It was used for main leads as well as the extras. They also used a very large
miniature model in the same movie therefore they were nicknamed as “Bigature”. To make it
possible, the team used much different kind of cameras that were controlled by the computer
along with using computer graphics with extensive technology. Weta workshop is completely a
technology driven organization (Tiago & Veríssimo, 2014). The use of technology in a proper
manner is one thing what makes Weta better than others. Technology can be used in so many
different ways in this industry whether in videography, editing, adding special effects etcetera.
Technology is the building block of the Weta workshop.
Fonterra- Fonterra is a co- operative dairy and has a great amount of people working for it and
since it mainly includes the animal breeding for the milk gain therefore it requires lot of health
and safety measures. To overcome the issue, the company is providing some health and safety
training through technology. It will also help Fonterra to become the top company according to
the risk mitigation point of view (Baltes, 2015). Greg Lazrro is the director of health and safety
in Fonterra and he is one of the members of the team who is facilitating this project and

Marketing in a Digital Age
according to him, this project will help the staff to take the virtual health and safety training in a
much organized manner and also in a realistic way by using the VR technology. With the use of
technology, the company has also installed sensors and internet of things which will help the
farmers in so many different ways (Antonakis & Day, 2017). These sensors will help the farmers
by identifying few factors like, loading of fertilizers, soil composition, and moisture level of soil
etcetera. For animals, the sensors will be able to identify, location, health, progress and even the
fertility of the animals. This is a great approach for th company since it provides a better insight
and more accurate information to the farmers. Automation is another best use of technology by
the company. The company has been thinking on using self- driving tractors. This will help with
the shortage of labors and also the farmers will be able to manage the whole operation remotely
or on their own. Other form of technology can also be used by the company like, promotion and
advertising. Technology is the blessing in disguise and can be used in so many different forms
and as per the use.
Air New Zealand - Air New Zealand is the airline industry of the New Zealand which is also the
flag carrier of the country. To maintain the popularity and the competitive advantage, the
industry requires to up their game with the technology and this is where the technology becomes
a crucial part of this industry (Kaufman & Horton, 2014). Air New Zealand uses many technical
gadgets and other different form of technology for the customers. Many technology forms such
as, in- built entertainment system, USB and IPhone support system, in- seat power, charging
sockets etcetera. In other case the airlines uses the technology to deliver the signals and maintain
the whole operation directly from the headquarters. During the whole flight, it is very necessary
to maintain a contact between the pilot and the headquarter staff to prevent any kind of issues or
disasters and also the proper landing and takeoff of the plan which is the most crucial factor.
Another form of technology is used for the promotion of the brand and the brand recognition.
Social media advertising, television advertising both are the example of technology used by the
above company.
Impact of technologies on consumer behavior and best practice for growth
Impact of the technology on the customers can be both in the positive as well as negative
manner; it all depends on the usage of application. For instance if the technology is used in such

Marketing in a Digital Age
a way that hurts the customers in any possible way let it be social, cultural or emotional then it
can be a negative strategy (Taiminen & Karjaluoto, 2015). On the other hand if the use of
technology creates a difference in customer’s lives in a positive manner or motivate them or help
them in any manner then it might lead to success. Therefore in reality the technology can be both
an evil and blessing. Although mostly technology has a great influence on the customers and can
help the industry to gain a huge customer base, if used properly and carefully.
All these companies are using great form of technology for their business and its growth. Still
there are many new factors that can be added to make the pre- existing practices better such as,
evaluating the progress from time to time, modifying the previous technical applications, using
the best techniques and technology possible and many more. All these methods can help all the
companies to gain more progress and growth. Practicing the technology’s application in the
correct way can help the companies to achieve much more success in the business and the
market. Using the best technology than the competitors will also provide the company with a
competitive advantage. Technology will also modify the way of working and help tackle the
labor shortage. Weta workshop can add many special effects which are different than others by
the proper use of latest technology (Stone & Woodcock, 2014). Fonterra can introduce new
applications to make the operation healthy and can also fight the labor shortage with robotics and
automation. Air New Zealand can use the technology to provide the customers with every kind
of comfort and gaining a competitive advantage over other airlines.
Conclusion
The above summed up analysis inferred that technology, new media and mechanisms play an
integral role in the development of marketing strategies. The executed study is focused on three
given case studies within which the application of technology has been demonstrated.

Marketing in a Digital Age
References
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Branch, J. & Collins, M. (2016). Marketing in the digital age [Online]. Retrieved from:
https://michiganross.umich.edu/rtia-articles/marketing-digital-age.
Kaufman, I., & Horton, C. (2014) Digital marketing: Integrating strategy and tactics with
values, a guidebook for executives, managers, and students. New York: Routledge.
Nuancedmedia, (2018). Fundamentals of marketing in the digital age [Online]. Retrieved from:
https://nuancedmedia.com/fundamentals-of-marketing-in-the-digital-age/.
Prasad, K. (2018). Marketing in the digital age [Online]. Retrieved from:
https://www.thehindubusinessline.com/catalyst/marketing-in-the-digital-age/
article8942912.ece.
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Tiago, M. T. P. M. B., & Veríssimo, J. M. C. (2014) Digital marketing and social media: Why
bother?. Business Horizons, 57(6), 703-708.