Special Session: The Magic of Technology in Social Marketing

“Any sufficiently advanced technology is indistinguishable from magic” Arthur C Clarke Marketing is sometimes viewed as a mysterious process whereby resources go in and by magic, results occur. When technology is... [ view full abstract ]

“Any sufficiently advanced technology is indistinguishable from magic” Arthur C Clarke

Marketing is sometimes viewed as a mysterious process whereby resources go in and by magic, results occur. When technology is involved, the process can appear almost magical and viewed with both wonder and suspicion. Technology brands are developed to inspire magic-like awe, indeed the Apple brand is based on the Magician archetype which reflects innovation and transformative powers . In recent times, social marketing has used technology across the marketing mix to deliver services, reduce barriers, increase convenience and promote awareness. Technology enables social marketers to personalize and tailor marketing solutions in real-time in a cost-effective manner. While there is increasing use of technology such as smart phone apps, SMS, social media and interactive websites, there is skepticism and uncertainty amongst social marketers as to how , when and why to use technology in behavior change interventions. In particular the strategic use of technology at the three points in the social marketing consumption process needs further explanation. This special session addresses this gap by outlining five social marketing projects that use technology at the three stages of consumption to show the magical transformative power of technology.