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Technology is a two way aspect. This is because it is created by humans who consequently depend on it to develop. Marketers have over relied on technology to achieve business growth. It works to improve existing markets but not in creating new markets. Business growth entails maintaining and expanding client base. Therefore, technology will only work in maintaining existing customers, and marketers are expected to concentrate on studying and creating new markets (Pierre, Hulbert & Pitt, 2005).
This article has described the role of technology in business. The relationship between existing customers and a firm is strengthened by technology. This has been emphasized, and when marketers read this article, they get to know the place of technology in business. They also learn that technology simplifies their work but does not take their place (Pierre, Hulbert & Pitt, 2005).
This article has separated marketing from technology which should not be the case. The two elements should work together, but with separate goal. They are interdependent, and thus the issue here is defining what is expected of each entity (Pierre, Hulbert & Pitt, 2005).
Technology has brought change in business. It provides an interactive tool in growing business. Therefore, it should be viewed as a means to improving business. Notably, the assumption that technology creates business is uninformed and false.