Technology adds value to marketing in three ways. Three dimensions in which technology can help marketing move forward:

New technology can enhance the customer experience. It can introduce innovation that truly surprises and delights the customer.

Technology can make processes more efficient. For example, service can evolve through technology into a self-service environment, allowing customers to resolve issues themselves in a faster and more efficient way. Customer satisfaction increases while costs decrease.

Technology can increase relevance for consumers. Higher relevance leads to a greater willingness to purchase. Technology also makes the process more efficient for the customer.

Whenever technology strengthens marketing in one of these domains, it creates real added value. Technology as a mere gadget, on the other hand, is far less meaningful. Many companies experiment with technology - sometimes successfully, sometimes less so - and that’s a good thing. Experimentation and learning are part of the phase we are in. The following cases provide a clear picture of the value technology can offer.

Augmented reality, also known as AR, is a live, direct or indirect view of the real world to which elements are added. More and more companies are experimenting with augmented reality. Using a smartphone or tablet, consumers can view additional (virtual) digital information that is overlaid onto the offline world.

Recently, IKEA launched an augmented reality application for its customers. This app is designed to help consumers with their purchase decisions. If someone likes a chair, they can virtually place it in their own home using the app. By pointing the tablet at the living room, for example, a new chair can be placed within the existing furniture.

Relations between India and Pakistan are defined by many things, but generally not by happiness. Coca-Cola recently brought the two nations together - or at least brought citizens of both countries face to face.

Coca-Cola vending machines were equipped with webcams, allowing people on both sides of the border to see each other in real time via a large screen on the machine. Through a touch interface, users were able to interact with each other in a (truly) virtual way. When both users placed their hands against the screen at the same time, the machine rewarded them with a can of Coke! If you give love and happiness, you get some!

Pick N’ Play by McDonald’s offers users a fun and interactive challenge in which they can win their favorite McDonald’s snack by playing a very simple game of ping-pong. Using a smartphone, the game is controlled on a large billboard. With the help of geolocation technology, it is verified whether the user is within the game area.

Players select their favorite treat on a mobile website, and if they manage to keep the ball in play for more than 30 seconds, they win a coupon that can be redeemed for their prize at a nearby McDonald’s.