The use of technology in marketing is common among businesses who want to improve their interactions with the customers. Many marketers have been empowered by technology for communicating economically and more promptly with the target audience. But, technology has also created the chances of damaging the market by broadcasting lots of lame, pap, spam, and annoying promotions. Let us understand the crossroad between technology and marketing.
Few years back, the average service span of a chief marketing officer in any organization was around 23 months. But, recent surveys stated that the service span has increased to almost 43 months. Tradeoff for this increment in longevity appears to have been a decrement in trust.
According to a recent study, 80 percent of chief executive officers do not trust their chief marketing officers. The chief marketing officers are not being taken seriously. This might be the reason for keeping the post for longer durations. Now, the question is: why has this change occurred?
Technology has been chosen by the marketers as a rescuer in the chaos of financial turmoil and globalization. Marketers have found a new way to reach their customers with unsolicited emails, pings, phone calls, pokes, and pricks. The marketers have recognized that the newer technology provides a greater chance to converse with the customers.
Spam blockers and anti-spam legislation, do-not-call lists and voice mail-boxes, identity-validation services and contact-blocking properties in social media platforms have allowed customers to avoid unsolicited promotions from markers.
Technology Means the Techniques to Build Trust
Seventy-one percent of chief executives believe marketing tools such as Customer Relationship Management and Marketing Automation platforms have become an obsession with many marketers. Yet, they have failed to recognize what technology actually means to their business.
Very few marketers know that a correct set of processes needs to be performed before exploiting the technology for a successful marketing. The success of a marketing campaign largely depends on the kind of the content, offers and strategies that can convince the target audience. Once a marketer knows this fact, he/she never continues to misuse technology.
I think that most of the people still look upon technology as mechanics (related to machines). This perspective was developed during the 19th Century and is still persisting in the 21st Century. In reality, technology is very much like the classical perspective held by the Greeks. The word “technique” has been derived from the word technology. There is a technique (tekhnikos), a skill, a system or a method thereof (tekhnologia) to do anything. With respect to marketing, it is termed as “the craft of salesmanship or persuasion”. We need to understand this concept with respect to marketing.
Unlike the movie “Lord of The Rings” where one ring is made to rule the other rings, marketers should not expect one technique to rule all techniques, i.e. all instances of persuading a client to be ruled by a single technique of persuasion. If you do so, it would be a miserable technology in marketing.
So let us not think of technology as the gears of a conveyor belt which would carry all the techniques laid on it by the marketer. Let us understand the reality of technology. It refers to a technique or a collection of techniques which form the craft of salesmanship. Technology in marketing is similar to the method for persuading someone to purchase from you. The logic of your approach for persuasion is more important than the tool used in this method. The ability to develop trust is the most crucial factor in the art of persuasion. So, you should work on building trust among your customers. You should employ those tools that would develop your credibility. You should utilize technology to attract your customers, not to alienate them.
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