1) Technology brands enjoy high confidence from consumers when extending into new product categories like banking, insurance, and education. Younger consumers see tech brands as "lifestyle brands" capable of broader extensions. 2) Marketers and technologists agree that their fields must collaborate more closely. However, technologists believe technology can better determine customer needs and behavior than marketers. 3) When presented with a quantitative marketing problem, respondents believed a software program would provide a more reliable solution, while consultants could provide a better solution, according to responses. Younger women preferred consultants while older technologists preferred consultants.

1. Results research
Marketing vs. technology
Brandhome
May 20th 2015

3. Research - objective
Marketing and technology – Clearly these branches are more intertwined than assumed.
Today we can no longer function without them, and this evolution will certainly continue in the
near future.
In this survey we’ve explored the views of both marketers and techies on technologically inspired
brands and the future role of technology in the marketing process.

4. Research - objective
The research was divided into three parts:
The extension power of technological brands:
Do established technological brands have the capacity to offer products and services that differ
from their initial offerings? Are brands with a technological background capable of tapping new
markets due to their progressive character and high level of confidence?
The future of marketing and technology:
Using statements to be evaluated by respondents, we asked how both marketers & techies see
the future of their branches. We also verified which of the two branches (marketing or technology)
was considered by respondents to be more capable of handling certain challenges.
Marketer vs. machine:
In practically every human domain, technology is gaining ground. Do people think technology is
capable of marketing?

5. Results

6. Brand extensions

7. Brand extensions
We asked respondents to rate 11 hypothetical brand extensions of
established technology brands by credibility.
1 = Not credible
5 = Highly credible
Sample question:
“How credible do you find the statements below:”
“My money would be safer with Google Bank than with a traditional bank.”
“PayPal Insurance could offer me services that are cheaper and more reliable than those offered by a
traditional insurance company.”

8. Brand extensions

9. 22 27 32 35
45 48
58
67 69
80
87
12
23 13
29
27 25
20
15 13
9
5
66
51 55
36
29 27 22 19 18
11 7
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
not credible (score 4 & 5)
neutral (score 3)
Credible (score 1 & 2)
Perceived credibility in general

10. Perceived credibility based on professional
background*
24 25,5
35,5
39
50 50
59
71 69,5
84
89,5
17,33
28
24 25
32
42,66
56 56
66,6 69,3
82,6
0
10
20
30
40
50
60
70
80
90
100
Marketers
Techies
*Percentage of the
respondents who rated an
extension as credible to
highly credible
(scores 4 & 5)

11. Brand extensions - conclusion
- In general, technology brands enjoy a high degree of confidence that is sustained by
consumers in cases of brand extensions in other categories.
- For 7 of the 11 brand extensions surveyed, less than 30% of the respondents didn’t
believe that a technology brand extension would be as reliable as an existing brand in
the same category.
- In general people with a marketing background have more confidence in technology
brands than people with a technology background.
- Furthermore, it turned out that the younger the respondent, the higher his or her
confidence in potential brand extensions – that is, the higher his or her belief in the
capacity of technology brands. Older people consider technology brands primarily as
product brands; younger people see them as ‘lifestyle brands’.

12. Brand extensions
In the following question, respondents were asked to cross-reference the technology
brands with the extensions they found most plausible for that brand.

13. Brand extensions
Amazon
1. Education
2. Storage
3. Car hire
Apple
1. Education
2. Banking
3. News agency
Facebook
1. News agency
2. Recruitment
3. Restaurants
Google
1. News agency
2. Education
3. Car hire
LinkedIn
1. Education
2. News agency
3. Car hire
PayPal
1. Banking
2. Car hire
3. Education
Pinterest
1. News agency
2. Education
3. Healthcare
Tesla
1. Car hire
2. Insurance
3. Healthcare
Twitter
1. Recruitment
2. Education
3. Restaurants
Uber
1. Transportation
2. Restaurants
3. Storage

14. Brand extensions - conclusion
- In general, respondents stated that for technology brands, ‘education’ is the most
suitable branch for a brand extension.
- Services that represent a natural extension of current activities seemed most credible
to respondents. (For example: Tesla Motors renting cars or offering insurance).

15. Statements
Respondents were asked how strongly they agreed with the following statements on a
scale from 1 (strongly disagree) to 5 (strongly agree).

16. Statements
29,1 28,5 30,6
0
10
20
30
40
50
60
70
80
90
100
General Marketers Techies
Marketing departments will lose value to IT
departments

17. Statements
89,2 91,5 86,6
0
10
20
30
40
50
60
70
80
90
100
General Marketers Techies
Marketing and technology need to work more
closely together for the best outcome

18. Statements
67,6 69,5 64
0
10
20
30
40
50
60
70
80
90
100
General Marketers Techies
Marketers have access to technology, but they can't
utilize it or integrate it

19. Technology or marketing?
Respondents were asked to select the branch in which the statement fits the most.

20. Statements
32 33
44
58
32
18
73 67
44 45
68 67
56
42
68
82
27 33
56 55
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Connectpeoplearounda
certainbrand
Createbetterbrand
experience
Engagesbuyerstosocial
networks
Identifytheneedsof
customers
Createtheneedsfor
customers
Formulatetheneedsfor
customers
createfutureecosystems
aroundcustomers
predictchangesin
customerbehaviour
determinecustomer
motivationstobuycertain
brands
identifythetargetgroup
andtapintiotheirlifestyle
Marketing
Technology

21. Technology or marketing? - conclusion
- The more ‘traditional’ characteristics of marketing are still allocated to the marketing
department.
- According to respondents, technology is more capable of determining the needs of
customers, predicting changes in customer behaviour and building future ecosystems
around customers.
- Further analysis shows that marketers think they are more capable of fulfilling certain
tasks, while the opposite is shown for techies: They believe certain tasks are better
accomplished by technology.

22. Technology or marketing? - conclusion
- The thinking of marketers is in line with the general population. Techies think that
marketers are only better at:
- Connecting people around a certain brand.
- Engaging people through social media.
- Creating and formulating the needs of consumers.
- Identifying target groups and tapping into their lifestyle.

23. Marketer vs. machine?
If we present a quantitative marketing question to a software programme and a group
of top consultants, respectively, which of the two will provide a better, more efficient
and more reliable solution?

24. Marketer vs. machine? - conclusion
The better solution:
- Women think that younger consultants will provide the better solution.
Techies responded that older consultants would provide the better solution.
The more reliable solution:
- In general, respondents claimed that technology would provide the most reliable
solution.
The more efficient solution:
- In general, respondents claimed that technology could provide the more efficient
solution.

25. Social demographic information

26. Social demographic information
72%
28%
marketer
techie

27. 0
5
10
15
20
25
30
35
18 - 24 25 - 30 31 - 40 41 - 50 51+
Age in % of the amount of respondents
Social demographic information

28. Distribution by gender
Men
71%
Women
29%
Social demographic information