Google marketing manager: Business must understand how technology changes customer expectations

“In order to stay relevant and satisfy even the most demanding customers, business has to stay up to date with the newest technology. When they are mastered, business becomes competitive. I hope that scientists and entrepreneurs, who are famous for the innovative thinking and experience will inspire audiences in Vilnius Innovation Forum and encourage Lithuanian businessmen to implement their innovative ideas in practice,” said Minister of Economy Evaldas Gustas.

Business has to use technology in its favour and become competitive. Business has to rethink its strategy to use technology, due to the fact that consumers nowadays are more demanding, less loyal and more tech savvy. 66% of Lithuanians do online research before purchase. 32% end up with online purchase, while only 2% more (34%) purchase offline. It simply shows a very interesting trend of shifting into mobile. During the last 5 to 10 years technology has significantly changed the traditional, seemingly easy to predict businesses. Enterprises like Uber has caused concern among taxi firms in Europe, hotel chains has to take into consideration other young players on the markets. Business has to rethink its strategy to use technology,“ said Urbanas

Usage of internet and smart devices allows businesses to understand the individual needs and habits of every customer and supply them personal and relevant information on time. Both business and customer win from such an exchange.

“People are overwhelmed from the wide variety of offers online, thus time becomes key. I enjoy getting offers that are suitable for my needs. For instance travel companies offer me a flight to a country, which I really want to visit. I believe that the customer has a lot to gain as he receives the relevant and personalized message,“ argued Urbanas.

Urbanas is certain that Google, his employer, is one of the most open—minded companies in the world that seeks to improve qualify of life via innovation.

“Google and her parent company Alphabet are looking for solutions for previously unanswerable questions. Company creates self-driving vehicles, smart lenses for diabetics that are able to determine the amount of glucose in blood. Google seeks to make things possible and change the world. I believe that innovation in its DNA“, explained the Innovation Drift speaker.

Urbanas is one of the first Lithuanians at Google. He has been in the company for 5 years and in the meantime has worked in the Warsaw and Dublin offices. He is currently working in Vilnius branch. Regimantas helps SME‘s, exporters become visible in the digital world and consults advertising agencies. “Google Partners“ programme cooperates with local universities and innovation businesses in Lithuania, Latvia and Estonia.

The Vilnius Innovation Forum hosted more than 40 speakers. Among them – the first LinkedIn employee outside the United States and former head of the company‘s European department Kevin Eyres, Mars One Co-Founder and CEO Bas Lansdorp, Head of Society and Innovation, Member of the Executive Committee at The World Economic Forum (WEF) Nicholas Davis, Director for Accelerators and Technology at CERN Dr. Frederick Bordry and more than 40 other speakers.

The Vilnius Innovation Forum 2015 was hosted by the Ministry of Economy and the Agency of Science, Innovation and Technology. The event is sponsored by the European Regional Development Fund.

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