More and more professionals believe that we are entering a new stage in the life of marketing and advertising. At least, in recent years we have detected various trends that affirm that we are in a moment of resurgence of AdTech and MarTech, others consider that we are in the era of BrandTech. Do you want to know what BrandTech consists of ? Keep reading!
What is BrandTech?
The marketing and advertising industry stands out for its innovative talent. They usually quickly replace old technologies and move on to new trends, mostly classified under the AdTech and MarTech movements . We already know that industry professionals have a predilection for jargon and acronyms, any word is welcome if it makes the methods and approach sound more appealing to the user.
While AdTech is specific to advertisements and advertising, Martech is a very broad concept that addresses marketing automation in terms of customer experience (UX). For its part, we could summarize BrandTech as a trend that gives a quantitative aspect to components that used to be strictly qualitative. This picks up from feelings to messages. It affects the top of the funnel and improves performance and brand impact thanks to new technologies.
Today, within the ecosystem in which brands operate, there are many factors that must be taken into account. For example, it is critical to consider how consumers feel about companies, especially compared to how they feel about their competitors. In summary, we could define BrandTech as the use of technology for marketing purposes .
For example, when the Pokémon Go App made a worldwide boom, McDonald's Japan posted its first profit in eight quarters by turning its stores into PokéStops and PokéGyms within the mobile game. McDonald's sales increased 27% due to this action.
BrandTech Trends
Not all brands find it easy to do so. In general, those that are more established have it more complicated. Also those sectors where contact with the consumer is minimal, such as insurance companies or product packaging companies. Instead, it is easier between organizations where contact is high. For example, in retail or automobiles, the sales process often involves a lot of interaction.
Professionals already using BrandTech believe that as brands increasingly interact with consumers through digital devices, BrandTech will become the primary form of marketing .
It is based on experiences
What really sets BrandTech companies apart is their ability to create emotional experiences with products that consumers want to share with others.
Businesses have saturated the media with advertising and consumers have become used to it. To change a user's brand perception, nothing is more effective than encounters in real life. In fact, the traditional advertising model was to take advantage of the media and use interrupted messages that sought to persuade consumers, but marketers know that it is difficult to get the public to interact with an advertisement that they believe is disruptive.
BrandTech: physical and online actions
We already know the importance of creating experiences, but these do not have to be carried out only in the technological field. For example, Amazon has already implemented physical stores to create experiences that it cannot in the digital realm. Adidas, on the other hand, has developed fitness classes to compete with Lululemon, known for its in-store fitness classes.
In digital channels, these brands work not to interrupt consumer experiences, but to facilitate them . Another example is Google, which with its Google Now application reminds users where they have parked their car and tells them when to go to the airport if they are going to travel.
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DIGITAL MARKETING
What is BrandTech and why it will revolutionize the world of marketing
ELENA BELLO the FEBRUARY 19, 2021
More and more professionals believe that we are entering a new stage in the life of marketing and advertising. At least, in recent years we have detected various trends that affirm that we are in a moment of resurgence of AdTech and MarTech, others consider that we are in the era of BrandTech. Do you want to know what BrandTech consists of ? Keep reading!
It may interest you: Master in Marketing Management, Sales and Digital Strategy
INDEX OF CONTENTS
What is BrandTech?
The marketing and advertising industry stands out for its innovative talent. They usually quickly replace old technologies and move on to new trends, mostly classified under the AdTech and MarTech movements . We already know that industry professionals have a predilection for jargon and acronyms, any word is welcome if it makes the methods and approach sound more appealing to the user.
While AdTech is specific to advertisements and advertising, Martech is a very broad concept that addresses marketing automation in terms of customer experience (UX). For its part, we could summarize BrandTech as a trend that gives a quantitative aspect to components that used to be strictly qualitative. This picks up from feelings to messages. It affects the top of the funnel and improves performance and brand impact thanks to new technologies.
Today, within the ecosystem in which brands operate, there are many factors that must be taken into account. For example, it is critical to consider how consumers feel about companies, especially compared to how they feel about their competitors. In summary, we could define BrandTech as the use of technology for marketing purposes .
For example, when the Pokémon Go App made a worldwide boom, McDonald's Japan posted its first profit in eight quarters by turning its stores into PokéStops and PokéGyms within the mobile game. McDonald's sales increased 27% due to this action.
BrandTech Trends
Not all brands find it easy to do so. In general, those that are more established have it more complicated. Also those sectors where contact with the consumer is minimal, such as insurance companies or product packaging companies. Instead, it is easier between organizations where contact is high. For example, in retail or automobiles, the sales process often involves a lot of interaction.
Professionals already using BrandTech believe that as brands increasingly interact with consumers through digital devices, BrandTech will become the primary form of marketing .
It is based on experiences
What really sets BrandTech companies apart is their ability to create emotional experiences with products that consumers want to share with others.
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Businesses have saturated the media with advertising and consumers have become used to it. To change a user's brand perception, nothing is more effective than encounters in real life. In fact, the traditional advertising model was to take advantage of the media and use interrupted messages that sought to persuade consumers, but marketers know that it is difficult to get the public to interact with an advertisement that they believe is disruptive.
BrandTech: physical and online actions
We already know the importance of creating experiences, but these do not have to be carried out only in the technological field. For example, Amazon has already implemented physical stores to create experiences that it cannot in the digital realm. Adidas, on the other hand, has developed fitness classes to compete with Lululemon, known for its in-store fitness classes.
In digital channels, these brands work not to interrupt consumer experiences, but to facilitate them . Another example is Google, which with its Google Now application reminds users where they have parked their car and tells them when to go to the airport if they are going to travel.