Managing Technology for Marketing Success

Kotler et al. (2007) while discussing on today’s marketing communications mentioned that marketing communication would increasingly occur as a personal dialogue between the company and its customers. From the point how a company would reach its customers, they felt that the company would be forced to find out how the customers could reach the company effortlessly. Technological advances have allowed people and the company to communicate with each other through the Internet, fax machines, cellular phones, and other wireless appliances. Personalizing communications and creating dialogues by saying and doing right things to the right customers at the right time would become critical for the marketer, Kotler et al. thought. Ansari and Mela (2003) mentioned that the exchange process in the information age became increasingly customer initiated and to an extent, customer controlled. Marketers and their representatives would have to wait until customers agreed to participate in the exchange. Even the marketers entered the exchange process; customers would define the rules of engagement. They would insulate themselves with the help of agents and intermediaries if they so chose. The authors were of the opinion that even the customers had started to define what information they needed and what offerings they would be interested in.