In the present day, the success of marketing depends on its ability to facilitate and sustain meaningful, technology-driven experiences for consumers. Significant advances in technology and communications, facilitated by digital and social media, in recent years have greatly contributed to making experience delivery to consumers easier. Customers have abandoned the traditional one-way passive reception of products and brand offerings, and now consciously look for dialogues facilitated by technology where the real value-creation happens. Marketing’s role has seen a steady jump in enabling effective user-brand interactions, putting the onus on brands for supporting product offerings with personalized technology-enabled marketing efforts. The shifting societal expectations demand that marketing organizations become genuinely involved with the local environment in a way that simple monetary contributions alone cannot achieve end-goals.
|Journal||Journal of Indian Business Research|