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Influence of Technology on Brands

As it is well known, technology is one factor that holds great importance in people’s

lives. Many people depend on it to carry out certain activities at some point in life. By definition,

it is the administration of knowledge scientifically for practical purposes, majorly in industry.

Therefore, many businesses have given top-notch priority to technology in their undertakings

because they believe that with technology, many of their activities will run smoothly without so

much strain. In addition, smooth running aids in their success which is the primary purpose of

many business firms. Many of these businesses desire to achieve something that would at least

place them in the competitive market.

On the other hand, brands are typically influenced by technology in one way or another.

Once a business firm has been stated as a brand, its services and undertakings have been

approved to be of the correct standards. Therefore, this means that proper and adequate

technology has been in use for some time in their day-to-day business activities such as budget

crafting, operations of accounting, plans of marketing and recognition of brands, qualified

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employees hiring, service to customers, etc. For this to be done by this business, they must be

influenced by certain technological factors.

When it comes to product promotion on social media by these brands, technology is one

factor that influences such activity. Technological advancements influence businesses so that

they are forced to adjust to remain relevant in the business field today. Technology coming up

with a platform where businesses can conduct market research on social media influences brands

to conduct their market research (Garcia-Morales et al. 6). Therefore, this means that the brand

will conduct market research while promoting its products simultaneously.

With the help of technology, brands have used smartphones to promote their products on

social media. Smartphones have developed to be indispensable devices that can easily be

accessed by a large number of people worldwide. Brands, therefore, use smartphones to conduct

most of their marketing activities since advertising through mobile is one thing that is considered

to be prominent in the industry of marketing today. Big and small brands nowadays use social

media to get in touch with the customers or clients with personalized campaigns (Jain et al. 8).

Getting in touch with a consumer would be much easier for brands when social media is used.

This, therefore, states clearly how technological advancements have significantly impacted

brands since they can now advertise their goods or products, grow sales and thicken their base

for customers gradually.

Technology has come up with videos as a creative and unique way of customer

engagement and brand retention. It has influenced brands to sort to video marketing on social

media to promote their products since videos with content that are unique and engaging aid in the

attention attraction of users (Nyagadza et al. 15). Brand messages can be conveyed effectively
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and efficiently since brand product promotion on social media helps inform, educate, and

persuade buyers to decide between buying products. Therefore, for brands to observe a rise or

increase in their sales, they will have to create compelling videos and engaging content that link

with their audience.

Brands have been forced to raise their bars regarding what it means by good advertising

on social media. Technology has come up with social media platforms that brands can use to

deliver messages to consumers in the right and expected manner. Therefore, technology has

influenced brands such that it has forced them to know that delivering a message that is right in a

way that is compelling alone is not what good advertising entails, but also delivering it in a way

preferred to be received by the audience is good advertising (Guha et al. 10). Therefore, brands

have been able to understand that when delivering a message on social media, it should be

delivered in a suitable medium to get the engagement they crave.

Brands have been influenced by technology to promote their products on social media by

creating a platform where a brand's information and data, which is timeless, crucial, and valid,

can be quickly posted and accessed by consumers. With just a single button click, consumers can

gain meaningful insights about brands and what they sell. Consumers are then allowed to

compare and contrast products in terms of prices and quality (Lund et al. 12). Therefore, brands

have been able to publish their information that they consider being of the correct standards on

the internet for easy access by consumers when the need arises. By doing this, they can thrive

and survive in the competitive environment since it will be easy for important information about

their products to be easily accessed by consumers. If they meet the standards of consumers, they

will probably increase their sales. An increase in sales means higher profits which lead to the
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success of the business. This makes technology more critical when it comes to the promotion of

products on social media by brands.

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Work Cited

Garcia-Morales, Victor Jesus, Rodrigo Martín-Rojas, and María Esmeralda Lardón-López.

"Influence of social media technologies on organizational performance through

knowledge and innovation." Baltic Journal of Management (2018).

Guha, Sushmita, Paul Harrigan, and Geoff Soutar. "Linking social media to customer

relationship management (CRM): a qualitative study on SMEs." Journal of Small

Business & Entrepreneurship 30.3 (2018): 193-214.

Jain, Esha, and Ashank Yadav. "Marketing and technology: role of technology in modern

marketing." IOSR Journal of Business and Management 19.5 (2017): 49-53.

Lund, Niels Frederik, Scott A. Cohen, and Caroline Scarles. "The power of social media

storytelling in destination branding." Journal of destination marketing & management 8

(2018): 271-280.

Nyagadza, Brighton. "Search engine marketing and social media marketing predictive

trends." Journal of Digital Media & Policy (2021).