Technology plays a HUGE role in marketing decisions. From digital advertising to technological advancements in the sales process, marketing is affected by technology. As technology advances, it is the responsibility of businesses to adapt their marketing strategies. When the telephone network was established, it served as a new venue for marketing practices. The same happened when radio and TV took to the airways. New technology = new marketing opportunities. The increased accessibility of the internet resulted in a massive opportunity for companies to go ahead and begin marketing on the web. This meant internet ads and so forth. Social networks revolutionized marketing decisions as many companies have designated their own social media marketing budget and plan to increase it in the coming years. Why? Smartphones have given most of consumers access to the web and social networks. This means that it is time for businesses to drive their brand into the conversations of consumers. Best way to do that is to engage directly with them and establish 2-way communication. Depending on the company, this strategy could be much more effective than running an ad during the Super Bowl. To sum things up, technology revolutionizes our world and marketing practices along with it. Failure to utilize technology properly could actually result on it being used against you.
Example: United Airlines ignored social media. A single YouTube video titles "United Breaks Guitars" proved to be a valuable and costly lesson for the company.