Business Marketing : Smart Marketing Still Hinges on Humanity, Not Technology

RUNNING HEAD: BUSINESS MARKETING
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Business Marketing

Business Marketing
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“Smart Marketing still hinges on humanity, not technology”
Marketing refers to activities that a business performs to promote the buying and selling of
services and product. Nowadays marketing plays an important role for businesses and in order to
attract more customers businesses are using technologies. This changes the marketing aspect of
the companies to smart marketing. In this digital age, people think that everything would be
better if it is smart. People can buy Smart umbrellas, smart underwear, and smart diaper even.
Due to changing trend and technologies, businesses quickly employed the latest technologies and
most of marketers dependent on technology to improve customer experiences. Marketers
becoming blind to the basic principles of marketing and relying mainly to technology instead of
their heads (Sands).
Use of technology transformed the way marketers attract customers. Technology advancement
changed the today’s complex consumer habits, and shifted their focus on new technology. In
order to fulfill these changing needs of customers, marketers are adding value by integrating
technology in the marketing. However, they are losing human touch and this risking the
customer base. Nowadays, in order to provide better customer services and to satisfy customers
use of artificial intelligence and robot become trend. According to a survey that was conducted in
2017, it was known that 57 percent of people would face no issues in engaging with artificial
intelligence such as chatbox or online assistance whereas 65 percent of people accepted that they
face issues in dealing with a robot and would like to deal with human (Sands).
Marketers become more dependent on technological things for marketing such as augmented
reality, artificial intelligence, and virtual reality. Marketers taking it as new toys rather than
taking it as new marketing tools, they are not taking these tools as the new way to communicate
with customers (Pirmagomedov and Koucheryavy).The companies that are using technology
as tools are Amazon, the success of Amazon depend not on products or not on prices rather
depend on its services and in order to deliver better services human resources are the essential
element. Amazon added technological sympathy by providing customer with front and center
services by involving human resources. The company use technological tools to collect data and
then using it formulating innovative ways to make customer experience better. The big
companies are using technology to boost their target market and to attract more customers (Hall).