Role of Technology and Knowledge in Today's Post-Industrial Work

This report provides the role of technology and knowledge in today’s post-industrial work in Canada with context to marketing manager. It also articulates the requirement of up-skilling or deskilling because of technology.

ROLE OF TECHNOLOGY AND KNOWLEDGE IN
TODAYS POST INDUSTRIAL WORK

In the present scenario, business buyers and consumers are alike expect relevant,
convenient and responsive engagement. The present era is of connected marketers whereby in-
depth understanding of buyer behaviour can be assessed in real time and hence initiative can be
taken with a motive to boost customer experience. The present report would be providing role of
technology and knowledge in the today’s post-industrial work in Canada with context to
marketing manager. Apart from this, it will articulate that there is requirement of up-skilling or
deskilling because of technology.
Technology helps for growth of business and proper, strengthens the organization’s
effectiveness, and creates relationships along with allowing people for learning about one other.
The technology like social media, mobile phones, internet and customer relationship
management gives major impact to the organizations for communicating with their prospective
customers. With real time communication, marketing managers are able to derive more
influencing and lucrative promotion scheme. Beside this, varied set of information can be
attained by marketers from other business professionals that aids in deriving the effective
strategy (Palmer, Mark, and Yann Truong, 221). Moreover, access to varied source of
information and interactive media interest, customers can able to collect relevant information of
product through internet without any interaction been done with concerned person. The office
environment is altering as well as more people are working through virtual offices. Further,
messaging is done on mobile phones and communication been carried out in real time through
social media sites like LinkedIn, Twitter, Facebook and Pinterest. With alteration in media
landscape, money that business spent on various kinds of technology will alter. In case,
organizations should communicate benefits and value of offerings to potential and current
customers (Chang et.al. 851).
The traditional media like newspapers, magazines and television directly compete with
media like social media, online websites, messaging software, blogs and other related. Beside
this, home advertising can be done with movable billboards and promotion techniques as part of
reaching to large set of audiences. With the high expectation of consumers, company is able to
assess the same with different engagement channels as part of meeting with the same. At the
present state, with consolidated view of figures, however around 71% of Chief Marketing
Officers were not aware of data explosion techniques. With context to gathering metrics signifies
beyond tracking the business objectives and transaction of business (Forbes, 2019). Thus, for
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leveraging the metrics strategically helps in creating loyal and engaged clients, personal views of
consumer’s which span channels.
(Source: Andrew Bartels, 2019)
The Canadian tech market had attained growth in 2019 and in coming future as well but
this will be slower from 5% in year 2017 as per Forrester’s report. The slow-down in year 2019
is because of weaker Canadian economic growth stemming through uncertainty surrounding the
North American Free Trade Agreement along with US tariff threats with threats through high
household debt and real estate is overpriced as well. It has been observed that in 2019 a slower
rate in increment and purchasing software would lead to same raise in tech consulting and work
integration of system (Molenaar, 156). Henceforth, purchasing of computer equipment would be
strong in Canadian firms for refreshing tablet portfolios and PC would be slowing Canadian
economy.
On basis of marketing manager, must be up skilled with innovative marketing
technologies as of facing challenges of digital transformation in specific industry and company
for purpose of understanding customers. However, every business has sense of responsibility of
understanding customer need and ensuring valuable contributions to address the same. Beside
this, marketing manager helps companies to define the future trends so that required set of
products and services can be developed. These must be up skilled on topics related to
programmatic ad buying, influencer marketing and with at least one degree of separation away
through marketers must understand practices beyond superficial level (Pentina et.al. 70).
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With the period of post Brexit uncertainty and potential recruitment freezes, marketers
are required for embracing the up skill for purpose of maintaining competitive advantage. It has
been specified that 35% of employers are not sure for recruiting talent with key marketing skills.
There is need of up skilling business as it leads to survive and serves customer in better and very
profitable business. Up skilling is very vital for marketing manager as this brings up expertise
and encourages for the job learning with actual tasks and outcome in Canada (Charlotte Rogers,
2019). It leads to enhance data capabilities of team as a mode of developing the effective
targeting as key priority. The better aspect is to up skill own people required to be very good
people and to be taught in different aspect and demotivating to observe people promoted above
them. Furthermore, giving teams and capability for growth and to retain talent and even point of
effective training is highly motivating.
In the global scenario, various organizations in Canada had realized impact their
marketing department has on organization’s profit margin. The demand for digital skills has
doubled in last five years as per Forrester Research. The organizations throughout the world
reflected requirement of social media management and digital marketing as an excellent aspect.
Henceforth, high profile businesses are in need for investing in digital marketing specialists for
their marketing team leads to new heights (Wang et.al. 340).
On basis of above study, it could be concluded that technology and knowledge helps for
growth of post-industrial work and up skilling helps for both individual and organizational
perspective as well. The most important context is digital marketing has been articulated that this
leads to increment in wages, gives opportunities for growth and offers high amount of flexibility
to marketing manager.
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REFRENCES
Andrew Bartels. 2019. Canada’s Tech Market Stays A Half Step Behind The US Tech Market.
[Online]. Available through <https://go.forrester.com/blogs/canadas-tech-market-stays-a-
half-step-behind-the-us-tech-market/>.
Chang, Woojung, Jeong Eun Park, and Seoil Chaiy. "How does CRM technology transform into
organizational performance? A mediating role of marketing capability." Journal of
Business Research 63.8 (2010): 849-855.
Charlotte Rogers. 2019. Why marketers are opting for upskilling. [Online]. Available through
<https://www.marketingweek.com/why-marketers-are-opting-for-upskilling/>.
Molenaar, Cor. E-Marketing: Applications of information technology and the internet within
marketing. Routledge, 2013.
Palmer, Mark, and Yann Truong. "Introduction to the special issue on the nature of industrial
marketing work." Industrial Marketing Management (2019).
Pentina, Iryna, Anthony C. Koh, and Thuong T. Le. "Adoption of social networks marketing by
SMEs: exploring the role of social influences and experience in technology acceptance."
International Journal of Internet Marketing and Advertising 7.1 (2012): 65-82.
Forbes. 2019. The Future Of Work In Marketing Should Involve Upskilling, Science And
Algorithms. [Online]. Available through
<https://www.forbes.com/sites/andrewstephen/2017/05/25/future-of-work-in-marketing/
#70be67d85f3a>.
Wang, Eric TG, Han-fen Hu, and Paul Jen-Hwa Hu. "Examining the role of information
technology in cultivating firms’ dynamic marketing capabilities." Information &
Management 50.6 (2013): 336-343.
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