Marketers that use technology and innovation strengthen their brands and outgrow the competition.
To create awareness and subsequently establish relationships with customers is now at the core of any marketing strategy or campaign. To have a successful campaign it is eminent that just broadcasting the message is very expensive and therefore ineffective compared to modern competitors. Successful campaigning today is based on reference. The Holy Grail for modern marketers is the very moment customers start to refer a campaign to their peers. This means a full emphasis on the campaign’s overall “cool factor”, its original and exciting uses of technology, and its status as “first to do something”. These are increasingly becoming primary campaign goals for large brands. Modern marketers do know that technology can build brands much faster and cheaper than advertising.
There are many reasons for this shift; chief among them is that marketers are recognizing that innovation has a trickle-down effect on consumer loyalty and engagement, thanks to the way technology is sculpting consumer-brand interaction. This movement has given birth to a trend brand marketers are calling “technovation,” which is basically the intersection of technology, innovation and the creative, free thinking that brings them together. Technovation as a marketing tactic can complement, and sometimes even replace, more traditional creative mediums like print and TV advertising. And because it is, by its very nature, leading edge and original, technovation strengthens brands’ relationships with their customers, who now view them as fresh and trendsetting, no matter how long they’ve been around.