Technological Advancement Reshaping Marketing Landscape

By Suchita Sail

The world is being transformed by technology, impacting both individuals and businesses. Marketing, as a discipline, is also adopting innovative technology and fostering ingenuity, thereby fuelling the expansion of businesses.

According to Mindshare and e4m reports, technology has transformed the way marketers gather and analyse data, empowering them to make smarter decisions. The plethora of digital touchpoints available today gives marketing businesses unprecedented access to a wealth of consumer data.

Technological revolution in marketing

Amisha Gulati, Business Head at Sociowash, shares that technology is revolutionising creativity in marketing by introducing prompts that allowone to envision new things entirely. It's as if we can bring our imagination to life.

Gulati adds that through ChatGPT and artificial intelligence (AI), we have access to a plethora of options for designing and creating. The possibilities are truly limitless with technology. However, it's important to acknowledge that technology, particularly AI, has both positive and negative impacts.

The marketing sector has been transformed by social media, as it enables interactive communication between customers and companies, deviating from traditional advertising methods. Additionally, these platforms offer an opportunity to foster a sense of belonging, which plays a crucial role in establishing brand loyalty.

Acting responsibly

Aziz Khan, the Co-Founder of RVCJ, highlights the significance of social media platforms as a crucial marketing tool. He adds the necessity for these platforms to act responsibly, urging them to exercise caution and abstain from disseminating unverified content. Khan advises against the propagation of any information that lacks authenticity. 

The aforementioned report also underlines that technology plays a crucial role in the marketing industry and has undergone significant changes in recent years. It also states that the current size of the branded content inthe marketing industry is estimated to be around 10,000 crore.

In a similar vein, Rahat Raj Sud, Head of Originals, India Lifestyle Network says, “I believe the emergence of AI has completely transformed the marketing game. What we considered normal just a year ago is no longer the case. Although it may seem daunting, I view it as a tremendous opportunity. At the age of 35, I am seriously contemplating enrolling in an AI course to enhance my skills because I feel like I am becoming outdated. Naturally, I would also encourage my team to do the same, particularly when it comes to content creation and storytelling,” adds Sud.

The rapid proliferation of technology is poised to revolutionise the marketing industry in the coming years, promising an exhilarating evolution that will be fascinating to observe as it unfolds.

*The speakers were present at the e4m Content 40 under 40 event in Mumbai