{"id":26693,"date":"2016-05-18T12:40:08","date_gmt":"2016-05-18T16:40:08","guid":{"rendered":"https:\/\/biznews.fiu.edu\/?p=26693"},"modified":"2018-12-21T10:25:51","modified_gmt":"2018-12-21T15:25:51","slug":"marketing-and-technology-now-a-digital-dynamic-experts-tell-fiu-students","status":"publish","type":"post","link":"https:\/\/biznews.fiu.edu\/2016\/05\/marketing-and-technology-now-a-digital-dynamic-experts-tell-fiu-students\/","title":{"rendered":"Marketing and technology now a digital dynamic, experts tell FIU students."},"content":{"rendered":"

\"Marketing<\/p>\n

Once operating in silos, marketing and technology now work hand in hand to connect directly with consumers and make products increasingly visible. That was the takeaway from a panel of experts at \u201cMarketing Technology: Where Business Meets Engineering\u201d presentation.<\/p>\n

The April 21 event, the first of its kind at FIU, combined a case competition with an exchange of ideas on using technology in the marketing process. Programming, code and analytics are important components in today\u2019s brand marketing mix. Marketers can borrow ideas from software experts to create stronger impressions in the digital world.<\/p>\n

\u201cIt\u2019s all about communicating a message to customers in the most effective way possible,\u201d said Gabriel Noboa (BBA \u201914), campus director at Wyncode, a Miami-based coding boot camp. \u201cTechnology allows people to see what we do, to know our story and business analytics lets us interface better with clients.\u201d<\/p>\n

Marketing and technology students worked in teams to create a marketing technology strategy for Caf\u00e9 X\u2019s robotic espresso machines. Each team made a one-minute pitch to sell Caf\u00e9 X executives on their strategy, designed to attract new users, retain existing customers, and identify key locations for the machines at MMC.<\/p>\n

Among the 19 teams, two ideas stood out: connecting the Caf\u00e9 X app with Spotify so the customer\u2019s favorite song plays when nearing the machine, and \u201cpay for a friend\u201d feature allowing the recipient could redeem the via the app.<\/p>\n

\"Marketing<\/p>\n

\u201cWe saw very clever ideas that took technology and marketing a step higher, combining both minds,\u201d said marketing professor Wendy Guess. \u201cToday, you can\u2019t have marketing without technology.\u201d<\/p>\n

The Caf\u00e9 X Challenge winners were Andrea Karp, Jessica Hernandez, Camila Arteaga, Katrina Taboada, Jose Morgan, Alfonso Guerra, and Maria Eismart. Held at Tech Station, \u201cMarketing Technology: Where Business Meets Engineering\u201d was put together by the Social Media Association, the College of Engineering & Computing, and the\u00a0Department of Marketing<\/a>.<\/p>\n

“We are excited to partner with the community to help support events related to marketing,\u00a0social media and technology,\u201d said Nancy Richmond, instructor and faculty advisor for the Social Media Association.<\/p>\n

Don\u2019t be afraid of technology. <\/em><\/p>\n

Technology-based tools including apps, traditional software, social media, and data analytics, are commanding more attention and more company dollars from brands. Market intelligence firm International Data Corporation (IDC) estimates that by 2018, spending on marketing technology will reach $32.3 billion.<\/p>\n

Digital marketing drives the relationship between viewers and programming at NBCUniversal Hispanic Group, which comprises Telemundo and NBCUniverso, explained Marianna Monroy, the group\u2019s audience development manager.<\/p>\n

\u201cWe use Facebook to bring in traffic to the digital side of the channel, and on our advertising platform we always need apps to make it easier,\u201d said Monroy, noting that 90 percent of the networks\u2019 digital traffic is driven by technology. \u201cEach of our shows has a social media page on Facebook, Twitter and Instagram.\u201d<\/p>\n

New digital trends increase brands\u2019 connection with consumers and can help solve problems.<\/p>\n

\"Marketing<\/p>\n

That\u2019s a lesson Palace Resorts executives learned when travel agents had a tough time using the company\u2019s booking engine. \u201cThey weren\u2019t tech savvy so we had to streamline the process,\u201d said Johanna Paredes, digital marketing manager at Palace.<\/p>\n

The situation led to an expansive digital marketing strategy, primarily via social media. On Facebook and Twitter, each resort has its own page as well as a corporate page for Palace Resorts. The company also created mobile apps for guests and for travel agents.<\/p>\n

\u201cWe use social media for feedback on how we share information, the voice we use, how to post things; data shows us where we\u2019re good and what we can do better,\u201d said Paredes. \u201cAll of the digital feeds go into one page in order to drive engagement and response time.\u201d<\/p>\n

Looking back, Paredes admitted that revamping the marketing strategy and infusing technology wasn\u2019t easy. \u201cIt was tough working with developers, getting creative in terms of coding,\u201d said Paredes. \u201cSometimes we can\u2019t think outside the box.\u201d<\/p>\n

The Social Media Association at FIU will keep the focus on digital marketing and technology, offering a treasure trove of information for experts and newcomers alike. The organization will present “Social Tech Live” on July 16-17 at MMC, featuring tracks on social media, technology, business, and marketing.<\/p>\n

Meet the experts:<\/strong><\/p>\n