Final answer:
Marketing managers must research technology advancements, match media to situations, develop new technologies, understand and interpret data, and invest in human and physical capital to effectively use technology.
Step-by-step explanation:
To use technology in the best possible way, marketing managers must research advances and changes in technology with the aim of improving consumer experiences with products and services. Marketing managers should also match the capacities of different modes and media to various rhetorical situations in order to reach and influence their target audience effectively. This includes being attuned to societal shifts and how they influence the use of technology. Furthermore, marketing managers should focus on developing new technologies that can provide a competitive edge and can be integrated into future products, staying ahead in the marketplace.
It is vital for marketing managers to understand and interpret data that influences consumer behavior and societal trends. Identifying strategies and analyzing factors that affect consumer decisions are part of leveraging technology to a brand's advantage. This skill of data interpretation is essential in a rapidly evolving digital era where information is abundant.
Ultimately, marketing managers investing in technology, human capital, and physical capital ensures that the technology used is as effective as can be, providing a safer, more reliable, and user-friendly experience that caters to the needs and behaviors of the consumer base.