Technology: the total package?

Technology can no longer be considered as an afterthought in marketing. It has been embraced by mass culture and integrated into just about every aspect of our daily lives. The way a brand uses technology is now as indispensable to brand health as its central proposition. In fact it could be argued that technology has become an indispensable weapon in a brand’s armoury.  It is capable of more precisely targeting messages, whilst simplifying sales and heightening accessibility. However, the question is not what technology can provide, but more importantly, when, and how, its potential should be utilised?  

Carlsberg, for example, have designed a new web-based portal: not for their consumers, but for the businesses who sell their product. The ‘We Deliver More’ platform has been created as a personalised tool for retailers and landlords, providing them with access to HR advice and promotional ideas, alongside Carlsberg products. It is an example of how technology can be applied to add value to a product’s distribution channel to stimulate long-term relationships with trade customers, while still being able to influence locally, how the brand is being marketed. In other words, Carlsberg are attempting to support those who pull the pints, in order to ensure they continue pulling in the punters.




Levi’s, on the other hand, have teamed up with Elle magazine in a bid to turn technology into a salesman. To promote the 140th anniversary of the Levi’s 501, they produced an interactive ad unit in the tablet edition of the magazine, utilising the instant creativity that technology can provide. The application allows readers to customise clothing options from a series of looks with a single swipe on the screen. It is a digital shop assistant helping customers put looks together and then linking them through to Levi’s online store; purchasing it in its entirety.

Here, technology is being used to support both the sales team and in the execution of the sale. However, in today’s digitally driven society, it is becoming increasingly common for technology to be integrated into the product itself. From cruise control to sat nav, technology is integral to every car sold today. Although once part of the product, the technology demands relentless improvement and adaptation.

But when technology is the product itself, its vital to demonstrate why your device is the most innovative in the market and the most suited to the buyer. When Samsung released their Galaxy Note 10.1, they wanted to establish it as a tablet that sells itself on its compatibility with the creative. Their ‘Great Creators’ campaign centred itself on the tablet being suited to the artistic, with a film that shows the likes of Pablo Picasso creating masterpieces with the use of the Note 10.1. The campaign echoes the concept that all ideas begin with a pen and paper, but in this case, the digital kind. On the flip side, it’s mildly suggested that in today’s society, technology has become an essential tool for those who wish to create, design or display.



Technology, and its use in the marketing world, ultimately comes down to innovation. At whichever stage of the marketing process technology is used- be it product development, sales support or marketing communication- implemented in the right way, it’s capable of creating an incredible impact. It appears that when it comes to technology as a medium for marketing in itself, the possibilities, and indeed, the potential for procuring profits, are limitless.

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