Marketers Love Technology

     Technology has forever changed the way we engage with content.  It has connected us across platforms and across countries.  “Today Internet access is so central to how people interact with one another, create and share information, and conduct business that the United Nations has called broadband connectivity a basic human right on par with food, shelter, and education,” said Juniper Networks (Anonymous, 2015).  This means that people are modernizing and adopting a new way of life and values, influenced by technology.

According to sociology guide, modernization “indicates a change in people's food habits, dress habits, speaking styles, tastes, choices, preferences, ideas, values, recreational activities and so on” (Impact of Technology Change, n.d.).  So, the way we dress, what we watch, and what we buy in western countries now impact what people do across the world and vice versa. 

        As marketers, we need to reach global audiences via technology, the internet, mobile devices, and social media.  All of these go hand in hand because with the internet we would not be able to access social media, online videos, and global websites.

     Many brands are now turning to a global marketing campaigns, because they know the world is small.  We have friends across continents, we access content across the pond, and we travel to many countries.  If a brand does its job correctly, consumers will have the same experience no matter what country they are in.   

     One brand that does this really well is French designer, Christian Louboutin.  Their website allows you to select the country that you prefer, but the experiences is the same across each.  Louboutin offers high quality videos, compelling pictures, and beautiful products.  They are most known for the red soled shoes that many celebrities around the world wear. 

    They also have an impressive social media presence that includes daily posts with pictures, videos, and in various languages. This brand also encourages their followers to post user generated content, in fact in their recent campaign they asked consumers to post their content for the opportunity to be featured by the brand.  Brittany Mills, The director of digital marketing and services of Mobiquity, said this about the campaign “I believe that they trying to engage their fans in a different way, something that still has an online/social benefit, but fun as well.  Christian Louboutin has an amazing luxury brand image and consumers and shoppers associate their brand as high-end and aspirational. By downloading and participating in this campaign they can show their affinity of the brand even if they can’t afford the product” (Jones, 2015).  Louboutin has successfully created a global image via the internet and social media.

            Technology and user generated contact has given power of brand to the people, across continents!

References

Anonymous. (2015). The Life Changing Side of Information Managment. Information Managment, April.

Impact of Technology Change. (n.d.). Retrieved from Sociology Guide: http://www.sociologyguide.com/social-change/impact-of-technology-change.php

Jones, S. (2015, March 9). Christian Louboutin prompts user-generated content with printable puppets. Retrieved from Luxury Daily: http://www.luxurydaily.com/christian-louboutin-prompts-user-generated-content-with-printable-puppets/