Technology changed the way we market over brands in traditional markets. It is now treated as the way of engaging rather than called as means of engaging. For Branding Agencies, the digital revolution is much more than approach as an issue of platforms.
Technology gives branding agencies a new way of doing and thinking about things. It changes people’s perceptions. This is the most significant impact of technology in peoples lives which ultimately affects the branding agencies way of working whose end user is people obviously.
Indeed, technology expands access, speed, and productivity, and have far-reaching effects. The digital revolution is changing how people conceptualize the possibilities and create the opportunities comes to them.
With digital technologies, marketers get engaged in dialogue. Technology is ever-changing, what is in today will be outdated tomorrow. The presumption of discussion created by digital technologies goes beyond the technologies themselves. Once the door has been opened in one area, people want to see it opened everywhere else as well. People also want the same freedom of engagement in every aspect of their lives, whether retail, customer service, promotions, with media content and much more aspects like this.
Beyond dialogue, three other expectations have been identifying by digital technologies:
(1) Number one in the list comes Portability. People can carry knowledge and connections with them.
(2) Then comes video. Digital technologies are moving away from text-heavy formats, with the usage of video and other visualization techniques.
(3) Last but not the least comes Speed. Digital technologies operate instantaneously. The meaning of ‘real time’ is now on a technology scale and not on a human scale.
There are other aspects of the technology experience, but these are four crucial things that brands need to do apart from advertising through digital media. Digital expectations are now the norm for all forms of marketing.
The impact of technology on brand marketing is not new that white spaces marketers have to advertise. Though it is the new expectations that consumers develop and apply in interaction with marketers. People learn empowerment from technology. Empowerment leads to rising in expectations and these expectations affect everything else.
Economists hint at this change in expectations when they talk of liquidity. According to them, most simplified and affordable an activity is, the more it is demanded, and more it will be done. This means the more liquid it is, the more it will be done. Expectations operate parallelly to this. The more liquid an activity becomes, the people take it for granted. On the other hand, once a capacity becomes commonplace in one vertical, the more people begin to expect it in other verticals too.