Essay: Tech & Media In Marketing In NZ Context

1. Critically evaluate how organisations apply new technologies and media to design a holistic marketing framework and customer value statement within the Aotearoa New 
Zealand context. 
2. Investigate the application of technology in marketing strategies within a range of organisations and identify best practice for growth. 
3. Critically analyse the impact of technology on consumer behaviour. 

Application of technologies for marketing strategies

Fonterra, Weta workshop and Air New Zealand are three top business companies in New Zealand. Fonterra is an international, dairy co- operative In New Zealand. It is owned by a large number of farmers present in New Zealand which sums up around 10,500 in numbers. It is the largest company of New Zealand with revenue more than NS$17.2 billion. Around 30% of the dairy export in the world is facilitated by Fonterra. Fonterra is really concerned about the safety and health of the people and for that, the company has launched several new technology practices (Branch & Collins 2016). The below presented report is majorly focused on the analysis and evaluation of use of technology in marketing in the above mentioned case studies in New Zealand.

Fonterra has partnered up with another company to provide the safety training and virtual reality health training through technology uses. Another use of technology by Fonterra is in sensors and internet of things. This approach has also made the work easier than earlier and professional also at a low cost comparatively which is a great thing for the company. Farmers are even using smartphones to get the information anytime anywhere (Nuancedmedia 2018). Automation and robots are also used by the company. Other company is Weta workshop is present in Miramir, New Zealand. Weta workshop adds special effects and props in the television and movie industry. It was founded back in 1987.

In this industry, technology plays a major role therefore it is very necessary thing in this industry. While making films and TV shows, the director requires special effects for the cinematography. With the latest technology, everyone prefers more innovation in the film industry. Better images attract a huge audience therefore it is very necessary for the Weta workshop to use the latest technology and effects. In a way, technology is the building block of this industry. Weta workshop produces lots of astonishing and amazing effects in the movie lord of the rings and gained a lot of popularity after that (Prasad 2018). In a way, Lord of rings gave a huge amount of recognition to Weta workshop. Weta work shop uses extensive techniques for computer graphic in the movies. Air New Zealand is the most popular airline in New Zealand and also the flag carrier of the country. The headquarters of the company is based in Auckland. Total flight under air New Zealand is, 56. International destinations are 31 in total number and domestics are 20 in number (Bolman & Deal, 2017). The airline has also been a member of star alliance which is a huge deal. Since the airline industry requires technological assets from time to time therefore it is very necessary for the company to use the technology because without technology, it would become difficult for the company to operate (Ryan, 2016). In order to provide the passengers, the all type of comfort, it is very necessary for the airline companies to choose the proper kind of technical gadgets and in- built entertainment system for the passengers (Ryan, 2016). Also with the increasing modernization, the demands of passengers are also getting high and they want every latest thing because of the increasing competition.

Weta Workshop

Weta workshop- Weta workshop is mainly famous for adding the special effects and props in the film and television industry. For doing their work, they require all kind of latest technical gadgets, innovation and the new tools. The quality of the picture depends upon the kind of tools and gadgets used by the company for the special effects. It is the biggest determining factor. If the new ideas or effect are great then they will gain a huge amount of audience which is a great deal. Weta workshop used a PVC chain mail which just looked realistic in all three movies of lord of the rings. It was used for main leads as well as the extras. They also used a very large miniature model in the same movie therefore they were nicknamed as “Bigature”.  To make it possible, the team used much different kind of cameras that were controlled by the computer along with using computer graphics with extensive technology. Weta workshop is completely a technology driven organization (Tiago & Veríssimo, 2014). The use of technology in a proper manner is one thing what makes Weta better than others. Technology can be used in so many different ways in this industry whether in videography, editing, adding special effects etcetera. Technology is the building block of the Weta workshop.

Fonterra- Fonterra is a co- operative dairy and has a great amount of people working for it and since it mainly includes the animal breeding for the milk gain therefore it requires lot of health and safety measures. To overcome the issue, the company is providing some health and safety training through technology. It will also help Fonterra to become the top company according to the risk mitigation point of view (Baltes, 2015). Greg Lazrro is the director of health and safety in Fonterra and he is one of the members of the team who is facilitating this project and according to him, this project will help the staff to take the virtual health and safety training in a much organized manner and also in a realistic way by using the VR technology. With the use of technology, the company has also installed sensors and internet of things which will help the farmers in so many different ways (Antonakis & Day, 2017). These sensors will help the farmers by identifying few factors like, loading of fertilizers, soil composition, and moisture level of soil etcetera. For animals, the sensors will be able to identify, location, health, progress and even the fertility of the animals. This is a great approach for th company since it provides a better insight and more accurate information to the farmers. Automation is another best use of technology by the company. The company has been thinking on using self- driving tractors. This will help with the shortage of labors and also the farmers will be able to manage the whole operation remotely or on their own. Other form of technology can also be used by the company like, promotion and advertising. Technology is the blessing in disguise and can be used in so many different forms and as per the use.

Fonterra

Air New Zealand - Air New Zealand is the airline industry of the New Zealand which is also the flag carrier of the country. To maintain the popularity and the competitive advantage, the industry requires to up their game with the technology and this is where the technology becomes a crucial part of this industry (Kaufman & Horton, 2014). Air New Zealand uses many technical gadgets and other different form of technology for the customers. Many technology forms such as, in- built entertainment system, USB and IPhone support system, in- seat power, charging sockets etcetera. In other case the airlines uses the technology to deliver the signals and maintain the whole operation directly from the headquarters. During the whole flight, it is very necessary to maintain a contact between the pilot and the headquarter staff to prevent any kind of issues or disasters and also the proper landing and takeoff of the plan which is the most crucial factor. Another form of technology is used for the promotion of the brand and the brand recognition. Social media advertising, television advertising both are the example of technology used by the above company.

Impact of the technology on the customers can be both in the positive as well as negative manner; it all depends on the usage of application. For instance if the technology is used in such a way that hurts the customers in any possible way let it be social, cultural or emotional then it can be a negative strategy (Taiminen & Karjaluoto, 2015). On the other hand if the use of technology creates a difference in customer’s lives in a positive manner or motivate them or help them in any manner then it might lead to success. Therefore in reality the technology can be both an evil and blessing. Although mostly technology has a great influence on the customers and can help the industry to gain a huge customer base, if used properly and carefully.

All these companies are using great form of technology for their business and its growth. Still there are many new factors that can be added to make the pre- existing practices better such as, evaluating the progress from time to time, modifying the previous technical applications, using the best techniques and technology possible and many more. All these methods can help all the companies to gain more progress and growth. Practicing the technology’s application in the correct way can help the companies to achieve much more success in the business and the market. Using the best technology than the competitors will also provide the company with a competitive advantage. Technology will also modify the way of working and help tackle the labor shortage. Weta workshop can add many special effects which are different than others by the proper use of latest technology (Stone & Woodcock, 2014). Fonterra can introduce new applications to make the operation healthy and can also fight the labor shortage with robotics and automation. Air New Zealand can use the technology to provide the customers with every kind of comfort and gaining a competitive advantage over other airlines.

Conclusion

The above summed up analysis inferred that technology, new media and mechanisms play an integral role in the development of marketing strategies. The executed study is focused on three given case studies within which the application of technology has been demonstrated.

References

Antonakis, J., & Day, D. V. (Eds.). (2017) The nature of leadership. Sage publications.

Baltes, L. P. (2015) Content marketing-the fundamental tool of digital marketing. Bulletin of the Transilvania University of Brasov. Economic Sciences. Series V, 8(2), 111.

Bolman, L. G., & Deal, T. E. (2017) Reframing organizations: Artistry, choice, and leadership. John Wiley & Sons.

Branch, J. & Collins, M. (2016). Marketing in the digital age [Online].  Retrieved from: https://michiganross.umich.edu/rtia-articles/marketing-digital-age.

Kaufman, I., & Horton, C. (2014) Digital marketing: Integrating strategy and tactics with values, a guidebook for executives, managers, and students. New York: Routledge.

Nuancedmedia, (2018). Fundamentals of marketing in the digital age [Online]. Retrieved from: https://nuancedmedia.com/fundamentals-of-marketing-in-the-digital-age/.

Prasad, K. (2018). Marketing in the digital age [Online]. Retrieved from: https://www.thehindubusinessline.com/catalyst/marketing-in-the-digital-age/article8942912.ece.

Ryan, D. (2016) Understanding digital marketing: marketing strategies for engaging the digital generation. Kogan Page Publishers.

Stone, M. D., & Woodcock, N. D. (2014) Interactive, direct and digital marketing: A future that depends on better use of business intelligence. Journal of Research in Interactive Marketing, 8(1), 4-17.

Taiminen, H. M., & Karjaluoto, H. (2015) The usage of digital marketing channels in SMEs. Journal of Small Business and Enterprise Development, 22(4), 633-651.

Tiago, M. T. P. M. B., & Veríssimo, J. M. C. (2014) Digital marketing and social media: Why bother?. Business Horizons, 57(6), 703-708.