The field of marketing has witnessed a tremendous upswing in recent times, courtesy of the technological strides we have been making. The advent of the internet has fundamentally altered marketing as we knew it, ushering in an era of unprecedented change. Legacy marketing norms are fast giving way to novel and innovative techniques that stress online customer engagement. This shift has gone beyond the conventional marketing model, with new trends challenging pre-existing assumptions.
Today, we stand at the crossroads of a new marketing paradigm, with companies striving to cater to the needs of digitally-savvy customers. In many cases, emphasis is being put on developing ‘smart’ products that excite customers while responding to their needs, in contrast to the traditional strategy of coaxing them into physical brick-and-mortar stores. It is therefore crystal clear that technology is revolutionizing consumer behavior, driving businesses towards mobile and social models at a breakneck pace.
Impact of Technology on Internet Marketing
The ever-evolving nature of technology makes it impossible to predict what will emerge as the next big thing. What was once deemed inadequate and unfeasible is now creating waves in the global market. Therefore, it is crucial to scrutinize the influence of technology on internet marketing, enabling you to prepare for the future and align your business accordingly. Keep reading to learn more.
Social Media Marketing Is A Force
When social media platforms like Facebook, Twitter, and Snapchat came into the picture, few anticipated that they would be of much significance to companies all over the world. Now, social media platforms are some of the top marketing avenues for all types of businesses. According to a stat published by ecombusinesshub.com, Americans spend 3 hours and 29 minutes on average – every day on social networks, thanks to the prevalence of smartphones and the spread of the internet. Today you do not have to own a computer to log in to your Facebook account and see what is happening.
The number of active users on these social media sites has made advertising more successful. Users are recognizing the efforts of companies trying to reach out to them via these avenues and are also heading over to social media to find goods and services rather than using search engines like before.
As a business, you need to leverage the power of social media and build your presence and advertising strategy here. All the different platforms have their strengths, and you can determine the type of audiences that would most likely use a specific one.
Data analysis has become a big thing as businesses seek to understand more about their potential customers before designing products. For marketers, data can be beneficial since it tells more about clients and thus informs them about the best way to go about their marketing campaigns. Insight from big data brings responsiveness, and marketers can tweak their sales funnel to fit a specific client’s expectations rather than applying a one fits all approach like it used to happen before.
Long gone are the days when marketers employed strategies without paying attention to consumer traits. Big data helps them make decisions based on facts gained through data analysis as opposed to assumptions made about the people. It has improved the effectiveness of marketing efforts by businesses and helped them to save on resources since they can target the right people who might be interested in their commodities and not waste their money on an irrelevant group of people.
A few years ago, it was hard to imagine buying something online and having it delivered to your address within a short time. Well, the internet has fueled e-commerce, and people can buy just about anything on the internet and have it delivered. E-commerce purchases were full of flaws when they started taking center stage, and this is why many people avoided them. This has affected marketing efforts in that businesses are not only seeking to enlighten people about specific products but can also implore them to make orders and buy them without having to move an inch.
It has made it easier for marketing efforts since the sales funnel is based on the internet, and all the steps can be completed via a mobile phone or computer. However, businesses should not focus on e-commerce and forget about brick-and-mortar purchases as there are people who are still insistent on them, particularly for selected commodities. The best thing to do is to fuse both e-commerce and traditional purchases for increased sales. Advertise in-store sales on the internet as well and encourage foot traffic.
Websites Are Becoming More Prominent
In the past, businesses needed to invest a lot in their brick-and-mortar stores so that customers are not disappointed when they want to check out what is in store for them. However, websites play the same role, and people who are interested in a commodity any business offers will go to their site. Sites have become online brick-and-mortar stores, and businesses need to invest in them to ensure they are functional and appealing to potential clients. Websites communicate your brand image in a way, and people use it to judge your credibility.
Aside from the appearance of the website, things such as speed, additional features, and resolution matter a lot to consumers. The internet has given consumers a wide range of options to choose from, and anything they dislike about a website can change their minds and make them look at your competition. Internet users are known for their impatience, and as a business, you need to reduce these flaws that might turn the heads of your potential customers.
Technology has made it easier for members of a marketing team to collaborate on projects without being in the same geographical location as it was before. Cloud computing allows them to manage content, organize data, and work together from any corner of the globe. This is particularly applicable to companies that serve vast regions and have people working on the same marketing strategies in different corners of the world.
Businesses are leveraging the power of cloud computing to enhance collaboration and save on costs. You only get to pay for what you need and do not have to invest in storage servers and then run them, something that forms a significant part of the cost.
Technology is defining the marketing field in a way like never before, and businesses have no option but to align their campaign to these changes if they do not want to be surpassed by their competition. These changes are improving the way marketing is done since customers can get what they want due to improved visibility.
Written by Johnathan Abram