Business Marketing: Analyzing the Impact of Technology on Marketing

This essay delves into the evolving landscape of business marketing, examining the integration of technology and its impact on customer experience. It argues that while technology offers valuable tools for data collection and customer engagement, marketers must maintain a balance by incorporating human interaction to build trust and provide authentic empathy. The essay explores the limitations of technology in replicating emotional intelligence, emphasizing the importance of human touch in creating effective marketing campaigns. It references examples like Amazon and the Scottish supermarket chain Margiotta to illustrate the benefits of balancing technology with human resources and the pitfalls of over-reliance on technology. The conclusion underscores that smart marketing is not solely dependent on technological advancements, but on the skillful combination of technology and human interaction to ensure customer satisfaction and brand loyalty.

RUNNING HEAD: BUSINESS MARKETING
0
Business Marketing

Business Marketing
1
“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).

Business Marketing
2
The marketing by marketers nowadays require balance between artificial intelligence and human
interaction. Without this balance companies might head down to the wrong path. The best
example of balance between artificial intelligence and human interaction is Google. Moreover, in
marketing, it’s important to engage people and gain trust of people, so that customers can buy
more. Therefore, using AI can be asset, but if marketers add human connection this lead to the
competitive advantage (Hall).
Human interaction is still vital in this technological era as self-driving cars are the good example,
as still humans are required to take the wheel. Smart gadgets and technological advancement has
limits and in that human touch exists. In order to ensure effective marketing, it is necessary for
marketers to ensure balance and good combination between human interaction and technology. If
this balance and connection is not maintained than there are chances that customer base of
companies lose their trust on brands (Hall).
For instance, the Scottish supermarket chain Margiotta introduced Fabio a robot in order to
enhance the customer experience. The tasks done by robot included welcoming of customers,
offering food samples, and locating products for customers but this use of technology proved to
be unhelpful as customers didn’t like the concept and instead of making customer experience
pleasant the use of technology led to dissatisfaction amongst customers and affected the brand
image (Sands). Through that it is clearly seen that technology has some limitations and marketers
does not rely on these technological advancement for enhancing customer satisfaction and to
attract more customer or for effective marketing campaign.
Therefore, marketing is no longer about creating consumer journeys; it is about empowering
them Technology is an important part but marketers have to ensure that this can be used as tool
to communicate with customers. Marketers need to understand that they need not to depend on
technology for marketing and improving customer experience. Technologies do not replicate the
emotional intelligence and authentic empathy of humans. At last, human touch and interaction
what makes marketing smart not technological advancements.
References

Business Marketing
3
Hall, John. "How to strike a balance between relying on AI and emphasizing a human touch ."
Marketo.com 9 December 2019 : 2-5. https://blog.marketo.com/2019/04/how-to-strike-a-
balance-between-relying-on-ai-and-emphasizing-a-human-touch.html
Pirmagomedov, Rustam and Yevgeni Koucheryavy. "IoT technologies for augmented human ."
Internet of Things (2019): 100-120.
Sands, Mike. "Smart Marketing still hinges on humanity, not technology ." Martech Today 3
April 2018: 1-3. https://martechtoday.com/smart-marketing-still-hinges-on-humanity-not-
technology-213413