The Impact of Technology on Marketing and How Brands Can Use Technology in Marketing

The virtual realm ranges from the daily humdrum to some of the most astonishing and complex utilities that have changed the way we live our lives. Today, each one of us have become a creator and designer, which was not very appreciated a decade ago. In 2008, Nike got recognized as the World’s Most Innovative Company, all credit going to Nike iD, which helped the customers to imprint personalized designs onto Nike sneakers. We are living in the age of technology and creativity, where latest and easy to use tech tools accessible on our phones through apps are available. You talk of any sector or industry, technology has not only enabled, but also encouraged a unique customer experience.

Let’s see some examples:

Real Estate: Real Estate professionals are leveraging VR to allow home buyers to visualize, interact with, design and experience their homes in immersive 3D. You can now design your interiors even before the house is constructed. You can now view every corner of your house and see what it looks like in real life, rather than relying solely on 2D models and other people’s advice. To the builders, it helps them is giving confidence to the customer in terms of designing, purchasing decisions and above all saves a lot of time.

Retailers’: Technology has changed the way people explore a store. Now if you want to buy furniture or even a car, you can make your selection sitting on your couch. The pricing and other relevant details are made available just in few clicks and your order gets placed. Also so many technologies, including VR have come up where the customers can take part in an experience where they can design their wardrobes, kitchens, bathrooms, etc. and even share it ahead with their friends through various social media channels.

Advertising: Advertising houses are making big time use of VR and related technologies and are designing their campaigns in context of the brand culture. Mountain Dew for example, created content and videos using Samsung’s Gear VR. Industry players and experts believe that if there is anything that is going to inspire mass consumer adoption, it will be Virtual Reality. It has also been observed that commercials with an interactive experience holds on the visitors for a longer time, in comparison to others!

Entertainment: You can now enjoy the music of your favourite artist anytime and anywhere. Music companies, specially are already exploring the role the technology can play in live music experiences.

Health care: With a 3-D model, doctors can now explore a 360-degree view of the patient’s body or a particular part before the surgery and thus spot and work on some critical issues that need to be addressed. Moreover, it also helps patients get a better sense of what will occur during the procedure, which can help put them at ease.

Travel: A lot of airways have found a new way of entertaining the customers while waiting for their flight. Airports now have public VR kiosks, where they can virtually visit a place even before they board. Experts have shared these experiences are not only a wonderful source of in-flight entertainment, but also drives the customers’ attention towards things like services, etc.

Thus technology is helping the brands to create a unique and memorable experience. While every sector and industry is becoming competitive; creation of a viral and immersive customer experience is something that the marketers will have to think of. Being ‘tech forward’ has a lot of importance these days, but at the same time, not many brands and agencies are well-versed with it. So think smartly about how will you use technology to create an engaging and memorable experience for your customers!

Cooking Utensils: the Truth Behind the Hype

Using the most suitable cooking utensils can make the difference between a wonderfully planned gastronomic banquet and an awkwardly made excuse-for-food. Or so the celebrity chefs who are sponsored by the major kitchenware companies would have us believe. The question we novice chefs have to ask is, ‘Do the correct tools genuinely make all the difference?’ ‘Does the way you chop, slice, dice and dish out your meat and two veg physically affect the flavour?’

Okay, granted, if you lack the appropriate utensils, it may be tricky to drain your pasta without picking up a couple of third degree burns, and you might find those curly radishes to top your salad bowl difficult to pull off, but is there really an optimal shape and size for food intended for the human mouth? To get a short answer to this question, we need to take a look at Chinese cuisine.

Chinese recipes emphasize the importance of presentation. Eating is a sensory experience. If the food looks, smells and even sounds good (think of sizzling woks wheeled to your table in a good restaurant) we’re salivating even before the first morsel gets anywhere near our mouths. Chinese chefs have long understood that your senses are connected. Your senses all lead to the same place – your brain. And it’s your brain that makes the final assessment. As innumerable sponsored-up-to-their-eyeballs master chefs will fall over each other to inform you, the way you prepare your veggies and present your dishes will have an enormous affect on the way your meal will taste The other definitive feature of Chinese cooking is the way the vegetables and meat are cut. There are strict rules concerning the size and shape of the food on the plate. Each dish should be easy to handle – it should invite you to pick it up… but then again you’ll have to use chopsticks.

Cooking utensils, it would seem, really can transform a mundane meal into a feast… if you know how to use them. Owning the appropriate set of knives to chop and cut, nip and tuck, is one thing; owning the skills to use them is another. However, to develop your technique, you need to own the utensils in the first place. You have to start somewhere, and leafing through a kitchenware brochure at the behest of some celebrity chef or other is as good a place to start as any – the best place to start is from the recipe. After all, the recipe is what you are interested in, and what you and your family is going to end up eating.

What makes a cook into a master chef? The salient factor is their ability to shower their creations with loving care and attention, as anyone who has read an Isabelle Allende novel will testify. Once you have your tools and skills, the possibilities for experimentation and gastronomic exploration are boundless. And you can bet there is a specially designed set of cooking utensils to cope with any culinary creation you might dream up. For the majority of us, one appliance can be adapted to manage a diverse range kitchen tasks, but for the experts there is a specific tool for each and every kitchen task.

This apparently trivial distinction between the two ways of thinking about cooking can have a profound affect on your meals. Take an onion, for example. According to the experts, it should be sliced a particular way to enhance the flavour, although, as we have learnt from the Chinese, the visual result is at least as big a factor in determining how the food will taste. Viewed in this way, slicing the onion ‘after the book’ becomes as important as, say, the amount of oil you add to the pan. It would seem that using the right kitchen utensil in the chef’s domain is imperative. In short, prepping your ingredients by following someone’s mealtime master plan can transform the appearance and flavour of the final dish. Get this right and you are no longer a cook. You are a chef

Selecting The Best Utensil

Selecting the right set of cooking utensils is dependent on the content of each individual recipe. Suggestions for cooking utensils are very often presented within the cooking book or online recipe page and, traditionally, they are accompanied by clear instructions to enable you to choose the right utensil for the right job. Cooking utensils, it would seem, do have a central role to play. Your family is certain to enjoy the excellence of your cooking if it is prepared with skill and loving care, but if not, they may reach for an entirely different set of utensils.

There are many companies that produce fine cooking utensils, but on balance, it is better to start from the recipe book and build up a collection of what you need as needs arise before you start leafing through the pages of glossy catalogues.

The Benefits of Non-Profit Branding

To the uninitiated, branding is synonymous to the image of a logo. Yet, branding is much more than a logo. What then, is branding? “Branding is endowing products and services with the power of a brand” (Kotler & Keller, 2015). One can clearly tell from this definition that branding is much more than a logo, a website or a brochure.

In times past, non-profits adopted the concept of branding mainly for fundraising purposes. Today, branding has evolved beyond fundraising purposes and offers the following benefits:

1). Builds Trust

An effective branding strategy that communicates the impact of a non-profits work engenders trust. By sharing its’ activities and progress, people become aware of the role the non-profit plays in its’ community. With the trust earned, a non-profit can easily garner support for its’ causes.

2). Advocacy / Expanded Support Base

Once people become aware of a non-profits’ work, it becomes easier for them to connect with its’ brand. Consequently, they not only become loyal adherents of the non-profit but they also become its’ advocates. This can serve the non-profit in many ways. For instance, success stories shared on a non-profit’s social media page can be re-posted by loyal adherents and shared with their friends. Such activities have the power of expanding a non-profit’s support base since a wider audience is reached through the act of sharing.

3). Increased Funding Opportunities

A strong brand improves the rate of success of a non-profits’ funding endeavors. By creating a positive brand image, it becomes easier to engage favorably with funders and stakeholders alike.

4). Facilitates Partnership Formation

A strong brand makes it easier for a non-profit to forge meaningful partnerships. The ability to collaborate with other organizations enhances a non-profits ability to implement projects that have a wider reach/scope. This in turn creates a favorable perception for the non-profit and influences its’ fund-raising potential.

5). Reflects a Non-Profit’s Identity

According to Nathalie Kylander & Christopher Stone (Spring 2012 Blogpost), a ” brand embodies the identity of the organization, encapsulating its mission, values, and distinctive activities”. In essence, a thoughtfully planned and executed brand image will convey the ideals of a non-profit to its’ constituents and the general public in an effective manner. It will aid in reflecting the unique value proposition of a non-profit while differentiating it from other entities.

Thus, its’ constituents and the general public will be in a position to familiarize themselves with the vision of the non-profit while keeping track of its’ achievements. As a result, the process of nurturing relationships with supporters(such as volunteers) and sympathizers to its’ cause while entrenching its’ position will be greatly improved.

It is essential for a non-profit to develop a compelling and consistent brand since it engenders trust among its’ audience, expands its’ support base, increases its’ funding opportunities, facilitates its’ ability to forge partnerships and reflects its identity.

References:

Kotler & Keller: Marketing Management (2015), American Marketing Association (AMA)

Nathalie Kylander & Christopher Stone (Spring 2012). The Role of Brand in the Non – Profit Sector[Blogpost]. Retrieved from https://ssir.org/articles/entry/the_role_of_brand_in_the_nonprofit_sector#bio-footer

Nokia E65 – A Stylish Way To Work

Nokia's E series mobile phones have always been dubbed as enterprise solutions aimed at business users and professionals. Therefore, more than its designing aspects or its positioning, the company has embarked on the handset's functionality. As report has it, Microsoft Office documents editing software kit embedded in Eseries features notably better than Microsoft's very own applications for Windows Mobile. The Nokia E65 – a member of this family of business phone brings in the much needed style quotient to the other serious looking E series mobile phones.

The Nokia E65 is a slider that belongs to the 'slim is in' category, being one of Nokia's smallest sliders. This S60 platform based, Symbian OS v9.1 operated smartphone is available in flsy red and a more sober mocca solution. A large, TFT based QVGA display dominate the front fascia of this slider. The screen is capable of producing an astounding 16 million different hues across 240×320 pixels. Silver shaded keypads enhances the appeal further. A set of spaced out numeric keys and a 5D navigational button makes it very easy to use the Nokia E65 .

The handset's face lift has no way affected the level of functionality that an E series mobile phone is expected to exhibit. The Nokia E65 is loaded with all possible tools and technologies to aid businessmen and professionals, optimize their capabilities. From the most 'basic' feature like integrated hands free to high end connectivity options like WiFi and VoIP over WLAN find their place in the feature list. The Nokia E65 boasts of a full fledged Office Application and an already enhanced PIM that includes calender, to do list and printing. Its Push to Talk feature allows its user to use the mobile phone just like a walkie talkie over a cellular network.

The handset's almost unending feature list includes 3G, GPRS, EDGE, Bluetooth, Infrared, USB, a 2.0 megapixel camera and a Symbian media player.