Home > Marketing, Marketing Strategy > DCCI’s Marketing Matters Conference Part 4: ‘The Impact of Technology on Product Evolution’ by Steven Cohen

DCCI’s Marketing Matters Conference Part 4: ‘The Impact of Technology on Product Evolution’ by Steven Cohen

The Durban Chamber of Commerce and Industry Marketing Matters Conference welcomed a total of seven speakers from very different segments of the strategic marketing industry. The speakers were all assigned a session of approximately an hour and these were followed by another short session which allowed the audience to ask questions about certain aspects from the presentation. Therefore there were a total of seven sessions that ran throughout the day and they covered topics such as the advances of technology and its impact of marketers, social marketing, ‘green’ marketing the King III report and other relevant strategic marketing topics.

Steven Cohen headed up the next session and he presented a very modern speech entitled ‘The Impact of Technology on Product Evolution’ which focussed on how technology influenced the evolution of his product, Softline Pastel.

Steve Cohen is the CEO of Softline Pastel and is one of South Africa’s software pioneers and he has led the product to the forefront of accounting and payroll software due to his entrepreneurial vigour and active approach to managing a business. He holds a BComm, BAcc and a CA (SA) and he is also a member of the South African Institute of Chartered Accountants (SAICA).

One of the most important aspects of the speech looked at the comparison of businesses now and what businesses were like in the ‘90s and this helped to show how technologies have influenced the trends of marketing over such a short span of time.

Companies would find it easy to sell their products by using Brand Awareness via PR but in today’s modern world there is a need for strategic marketing as is no longer easy to sell products. Technologies have influenced how companies sell their product. Many customers today are shrewd and most of them have an easy access to information therefore companies need to make sure they adapt to all advances in technology. The knowledge that Mr Cohen shared about databases was also a vital topic and the fact most people share their details when they register for products online helps companies to keep their databases up to date.

Another one of the aspects that stood out the most is perhaps the idea of ‘cloud computing’ and how it could be used to make your product accessible to many more businesses. It was often said that the best approach to better communication is moving to the cloud system.

“Although technology is wonderful for business, it may also be the biggest handicap as it can annoy consumers because of an overload of information or inappropriate means of communication.”

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