Marketing 0

Summary: Making Tech Personal, Social, and
Experiential
The digital divide still exists. It will take at least another ten years to
reach universal Internet penetration. But access alone does not end
the digital divide. To become a fully digital society, we need to apply
technologies in all aspects of our lives, beyond merely online
communications and social media. Despite fears and anxieties
brought forth by digitalization, the benefits for humanity are
apparent.
In Marketing 5.0, businesses need to demonstrate to the customers
that the correct applications of technology may improve human
happiness. Technology enables a personalized approach to solving
their problems while still allowing optional customization.
Customers must be convinced that digitalization does not kill social
relationships. Instead, it provides a platform to build a more
intimate connection between customers and their communities. The
human–machine dichotomy needs to end. To deliver superior
customer experience, the integration of high-tech and high-touch
interactions is imperative (see 
Figure 4.2
).

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FIGURE 4.2
Technology Compass: Making It Personal, Social, and
Experiential
REFLECTION QUESTIONS
What are your personal views on technology? Think about
how technology can empower or disrupt your organization.
Assess if the technologies currently implemented in your
organization enable you to provide personal, social, and
experiential solutions to your customers.

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