Marketing plays a huge role in helping companies get their name out there. The Internet is in many ways just a new channel for the same old concepts of advertising and good press. But the evolving technology it can access also provides powerful new opportunities. Here are some ways technology has changed marketing.
1. Fast Delivery
Computing, productivity software, and digital networks allow companies to respond to major events by quickly incorporating news into marketing efforts. For instance, if the New York Giants win the Super Bowl, within minutes companies can craft ads congratulating the winners and their fans. These ads can be emailed to millions of targeted consumers in New York or anywhere Giants supporters are. Thus the company instantly has a message that strikes a positive chord with recipients.
2. Branded Conversation
Businesses have traditionally communicated with customers one-on-one, over telephone systems or even email. But platforms such as blogs, chat, and social media enable companies to communicate in a public way that allows them to craft these conversations for branding and promotion that everyone can see. A customer on social media complaining about the condition of the new blender he received can be assured of an investigation and a full refund. In this way, negative feedback is turned into positive branding.
3. Marketing Specialists
The rise of business-to-business service industries includes marketing. Instead of scrambling for position among rivals, companies can turn to industry specialists who already have the skills and resources in place. A golf club, for instance, can contract with foreUP or another specialized marketing firm to provide text and email campaigns, customer data tracking, innovative software solutions, support and more in order to help build a strong market presence tailored to its brand.
4. Target Audiences
Today, 80 percent of consumers say that they do online research before each major purchase decision. In many cases, this activity and the final sale are being captured to provide marketing analytics. Software that gathers and aggregates this information is able to return data in almost real time on consumer habits broken down into locations, demographics, product type, etc., allowing companies to adapt marketing strategies to what customers are actually doing.
These are only a few of the ways modern technology has changed the marketing game. As the years go by these technologies will only improve, resulting in more comprehensive data-driven solutions and more opportunities to reach consumers.