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New Technologies in Marketing as Competitive Advantage

George Cosmin Tanase

Romanian Distribution Committee Magazine, 2020, vol. 11, issue 2, 28-32

Abstract: Sophisticated technology is drastically changing the society including consumer behaviour and their purchasing patterns. Many companies are already actively combining IoT technology, mobile applications, smart home appliances and other consumer electronics devices in multiple marketing communication channels. Marketing Managers are increasingly starting to direct company's communication towards modern marketing channels such as mobile and online with traditional channels slowly being replaced. New technologies in retail marketing, such as NFC and Bluetooth LE, offer a wide range of opportunities for reaching consumers in various creative ways. Soon, integrated multi-channel marketing strategies will include a seamless flow of personalized brand's messages through a number of inter-connected channels. By recognizing the value of new technologies in marketing and by implementing them, companies can achieve strong competitive advantage and a greater return on investment.

Keywords: Technology; Multi-channel marketing; Competitive advantage; Consumer behaviour; Shopping experience; Brand perception (search for similar items in EconPapers)
JEL-codes: L81 M31 (search for similar items in EconPapers)
Date: 2020
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Handle: RePEc:rdc:journl:v:11:y:2020:i:2:p:28-32