Technology in Promotional Strategies
Marketing activities represent one of the fields in which technological advancements can and should be utilized for the benefit of both organizations and stakeholders. More specifically, today’s consumers have become highly demanding in terms of the quality and value of the proposed products and services. In this regard, businesses are expected to make meaningful efforts at all stages, starting from the presentation of the brand to potential clients. This objective is closely related to the technological dimension, as the digital literacy of the stakeholders is on the increase. The present paper synthesizes the most recent findings on the nexus between technology and brand promotion in the 21st century. These two aspects have become integral components of contemporary marketing, as their combined potential helps revolutionize the sphere. Furthermore, the report emphasizes one of the prominent cases, showing how technology advances product promotion in an effective manner. Finally, based on both theoretical and practical observations, a new technology-assisted promotion strategy is drafted for Emirates Airways.
Review of the Literature
The purpose of the current review is to synthesize the conceptual framework of digital technology implementation in today’s marketing. In order to attain this objective, the paper relies on a comprehensive review of the contemporary body of knowledge. It is represented by a selection of recent academic works that concentrate on the relevant aspects of the discussed issue. First of all, it was necessary to establish a research-based perspective on the importance of digital technology in the current business environment. Second, as modern entrepreneurial and marketing practices are executed in light of the consumers’ interests, it appears vital to review stakeholders’ views on the matter at hand. Third, in the globalized environment of today, various aspects become intertwined, adding complexity to the business landscape. In this regard, the review of external factors that serve as either enablers or impediments to effective technology-assisted promotion is required. Finally, the obtained findings are to be synthesized within the united framework reflecting the nexus between technology and promotion strategies. The selection criteria comprised specialized, peer-reviewed academic works published in the English language between the years 2017 and 2021.
Technology and Business: Digital Transformation
In the 21st century, advanced technology has become an indispensable part of reality. It permeates various spheres of human activity, exercising considerable influence on society. As such, the business landscape equally undergoes serious transformations associated with the growing role of technology. According to Morakanyane et al. (2017), digital transformation is the pinnacle of this process. As can be inferred from the term, this notion implies profound changes that redefine existing business practices and add new dimensions to them through the extended use of modern technology. Schwertner (2017) concurs, stating that global leaders of entrepreneurial activities refer to digital transformation as the most prominent strategy of sustainable development. These opinions suggest that technology has passed the threshold between mere convenience and the vital status for business. Starting from the late 2010s, strategic management figures feel prompted to rely on digital solutions in multiple aspects of their business. Accordingly, similar changes can be expected from the spheres of marketing and promotion. In the age of remote communication through digital means, organizations can effectively reach their stakeholders through the digital transformation of their marketing mix.
Consumer Perspective
The role of consumers in contemporary business activities has been on the increase in recent years. Previously, most organizations relied on their internal vision and objectives when formulating their communication and development strategies. However, in the current environment, businesses have come to acknowledge the decisive role of consumers as the key stakeholders. Fullerton et al. (2019) write that increased attention to the consumer perspective is the essential component of technology-assisted competitive advantage. The authors note that companies and stakeholders should remain synchronized, which is not always the case at present. More specifically, the corporate vision of effective marketing is often delayed as compared to the consumer perspective. Fullerton et al. (2019) refer to the example of mobile applications to substantiate their opinion. As far back as a few years ago, mobile platform representation was seen as an unquestionable benefit. However, as the number of applications in the market continues to increase, many stakeholders grow tired of filling their smartphone memory with new programs. The excess in offer makes it more difficult to navigate between applications and even causes inconvenience on the verge of negativity from consumers.
Therefore, marketers are required to stay connected with their audience to identify even the slightest shifts in the perception of technological advantages. As enabled by the current progress, the high-tech market develops rapidly, meaning that effective promotion strategies cannot afford to stay behind general trends. In this regard, it is vital for marketing strategies to remain informed of stakeholders’ perspectives on privacy (Fullerton et al., 2017). Many brands quickly realized the potential of remote notifications through push-up and text messages sent directly to the user’s smartphone and computer. While this format may be convenient, its disadvantages eventually surfaced, as well (Fullerton et al., 2019). Combined with the aforementioned increase of mobile applications, consumers shortly found the ever-increasing number of notifications, banners, and online advertisements annoying. Consequently, the effective means of community reach-out transformed into another source of negativity toward the brand. Foroudi et al. (2017) confirm that convenience should remain the cornerstone of marketing activities. In other words, brand promotion is to focus on how the company can fill the gaps between the consumers’ current and preferred situation. Overall, the examination of consumers’ interests remains indispensable for effective marketing.
External Factors
The world has entered the age of globalization that renders markets and industries closer. In addition, the distance between corporate entities and their external environment has been unprecedentedly reduced. Under these circumstances, companies should acknowledge the immense pressure they experience from environmental factors. Today’s business extends beyond the purely economic domain of direct market relations. Moreover, they remain affected by complex social, political, and natural factors of the environment (Tur-Porkar et al., 2018). As such, brand promotion strategies acquire an additional benchmark that determines their effectiveness or lack thereof. Digital communication places the business in the spotlight of the general public, allowing for additional scrutiny. More specifically, stakeholders are now able to analyze more than the economic value of the brand’s offer. In the complex environment of the 21st century, consumers pay attention to the way in which the product makes them feel and the associations it evokes (Steiner et al., 2017). The discourse of brand promotion cannot be offensive or disrespectful. Furthermore, it is to correlate with the vision of the audience.
The aforementioned ideas reflect the importance of the audience’s psychographics in the promotional strategy design. In other words, this aspect comprises the subjective dimension of the corporate environment. However, the connection to the objective reality remains considerable, as well, meaning that it is to be taken into account. The novel coronavirus pandemic represents one of the most recent examples of the immense influence of external factors on the functioning of corporate entities. The pandemic virtually paralyzed the world in 2020, and its repercussions persist in the year 2021. According to Cai et al. (2020), the unprecedented magnitude of the COVID-19 situation prompted corporate leaders to reimagine their approach to marketing. Brands analyzed the impact of the pandemic on their consumers in order to determine the primary points of growth. Next, companies relied on these points as the key incentives paving the pathway to a quicker recovery from the fallout of the situation. Such an approach appears justified as it acknowledges the bi-directional influence of the pandemic. Ultimately, this situation changed both the approach to doing business and the stakeholder expectations.
The Technology-Marketing Nexus
All of the points discussed in the previous sections converge, forming the area of technology-assisted marketing activities. Grewal et al. (2020) write that modern advancements “have revolutionized nearly every aspect of human existence, including the ways that firms market products and services to consumers” (p. 1). In addition, the promotional arsenal continues to expand at a rapid pace. The Internet per se has undergone a successful transition from innovation to the basic necessity of people. Moreover, recent COVID-related measures imposed serious restrictions on direct personal interaction, prompting stakeholders and organizations to explore the vast opportunities of digital media. Foroudi et al. (2017) acknowledge the potential of online-based relations between companies and consumers, adding that its effective utilization becomes the key component of sustainable growth. More specifically, the widespread of technology moved the interaction between stakeholders and brands to a new level. Prior to the digital era, their interactions were limited and, in many cases, impersonal. Currently, this communication can be maintained at a longer distance and with better efficiency, allowing for nearly real-time adjustments of the strategy.
Ultimately, technology-assisted promotion is the process of becoming the future of marketing as a whole. Grewal et al. (2020) emphasize the importance of the early identification of this tendency. According to them, “early adopters of each new technology change the rules of the game” (p. 2). Therefore, becoming the pioneers of high-tech marketing will make a major contribution to the formation of a company’s competitive advantage. In line with this statement, Shabani et al. (2019) believe that the key to success lies in the ability to expand the understanding of the field instead of profiting from existing solutions. As such, the future of marketing belongs to those who can incorporate such promising technologies as augmented reality, virtual reality, and artificial intelligence for the benefit of both consumers and organizations. Foroudi et al. (2017) concur, adding that the reliance on advanced solutions and their effective implementation leads to the incremental growth of tangible and intangible assets. Overall, technology-assisted brand promotion is not an alternative but the only existing means of sustainable growth in the current environment.
Analysis
The literary findings presented above from a comprehensive theoretical framework describing the effective direction of promotion development. At the same time, in order to substantiate its importance, prominent practical examples are required. As such, Shabani et al. (2019) engage in a highly interesting discussion related to the implementation of e-marketing in tourism and hospitality. The authors explain that the notion of e-marketing aims “to apply both the techniques and principles of marketing through the use of electronic media and more often the Internet” (p. 1). Leaders of the hospitality industry managed to realize its potential in terms of enhancing customer experience and effectively promoting their brands globally. This sector of the economy is highly advanced and popular, as the number of offers retains an incremental growth. Under these circumstances, new marketing decisions are required to outline clearer competitive advantages and attract customers amid serious competition.
The extended use of technology in hospitality and tourism can seriously improve the ability of a service provider to outperform its rivals. According to Shabani et al. (2019), high-tech solutions, namely AR, promote the emotional connection of stakeholders with the provided services, ensuring positive word-of-mouth. Customers feel intrigued by the opportunity to venture beyond the limits of the human vision and benefit from a truly augmented experience. For example, the Augmented Reality Museum adds virtual presentations to its exhibits that allow visitors to acquire additional information via smartphones. The Inamo restaurant in London implements the technology on an even higher level. Inamo’s visitors use interactive holograms from a high-resolution projector. This AR-based technology enables the use of virtual menus and even creates an ambiance that corresponds with the ordered cuisine. The implementation of this solution may have been a bold decision, but its use as the cornerstone of the restaurant’s marketing strategy yielded unprecedented success. Such an outcome is enabled by the unique combination of genuine customer convenience and artful utilization of technology in business. Therefore, such examples become valuable reference points as marketers move further into the digital age.
Recommendations and Conclusions
Ultimately, the analysis of the current and emerging trends in technology-assisted marketing outlines new avenues for organizations. This type of promotion is to remain synchronized with the general progress while exploring new, previously uncovered areas. Simultaneously, it is to focus on the convenience of customers as the key element of success. In the current environment, the case of Emirates Airways appears highly interesting. Similar to other commercial airlines, this organization experienced major challenges caused by the COVID-19 pandemic. Amid serious international travel restrictions and the decrease of the population’s purchasing power, Emirates should take a new approach to promotion strategies. However, gaining and retaining the trust of the current travelers may not be enough, as the market is still limited. In this regard, modern technology allows the company to reach those who stay outside air travel at the moment. Currently, there are millions of seasoned travelers who are unable to take Emirates flights. For many of them, exquisite airplane experience is one of the indispensable components of traveling.
As an affluent company, Emirates can afford to promote itself in the digital environment with the use of virtual reality (VR). More specifically, the company is recommended to sell VR traveler kits that enable access to virtual flights. Customers can purchase such a kit and register for online travel. In the virtual reality, they will have a true-to-life experience of their favorite flights, as well as Emirate’s most scenic routes, out of the comfort of their own homes. This way, many travelers will remain engaged with the airline despite the current restrictions. As a result, Emirates will utilize revolutionary technology for the benefit of both the company and the stakeholders.
References
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