Connecting sophisticated technologies with marketing

James Devon and Alex Cowell

This article discusses the importance of technology in marketing, from the point of view of consumer experience.

Connecting sophisticated technologies with marketing

James Devon and Alex CowellMBA

Customers don't care about technologies. They care about the experience that brands give them, on- and offline. But to deliver that experience brand owners must embrace existing and emerging technologies. And, by the same token, technology specialists must understand more about brands and consumers.

It is where technology meets creativity that the magic happens. The relationship between the two is symbiotic. Technology can inspire a new direction for creativity and, likewise, creativity can spur advances or a pivot in technological development and find new uses for existing...

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