Gone are the days when marketing was limited to a few grandiose ideas thrown together by the top management after which pushed to junior marketers to execute on sheer grit and long hours of extensive work done without the help of technology.
Cut into the current day and age and you can see technology making a formidable inroad into marketing and changing the way marketers think. Technology has also increased the number of media touch points with the customers. Here are a few glances of how technology has changed marketing:
1- Bye bye offline. Welcome online
With the advent of information superhighway, marketers get access to a considerable amount of resources considering they also have to cope with servicing customers on this platform as well. Public relations have gone online and twitter is the new CNN and Facebook is the new search engine.
With such sweeping changes in user behavior, marketers can only make it easy for themselves by harnessing all these technological changes rather than shunning it.
2- Creative is as creative does
Consumers are more exposed to technologically modified creative together with the increasing advancement made in design technology. 3D is no longer a difficult practice and simplistic graphics might backfire until and unless you have a specific strategy behind it.
The good thing about design enhancement is that it has changed the way in which creative folks ideatethe tough part is that it makes business marketing a bit more complicated.
3- Change in the lingo
Technical advances have changed the marketers language as well. Online marketing has added terms like Performance Marketing, Pay Per Click (PPC), Cost Per Thousand (CPM), Click Through Rate (CTR) and so on and traditional marketers need to read up or be left out. These new areas have also bought in a significant change in how business marketers are perceived by clients and colleagues.
4- The change in the marketing mix is slow but important
Marketing plans now include online entities almost by default. Few and far between plans are likely to have no mention of the online and social media.
In fact business marketing on social media and digital marketing are now being handled by specialized digital agencies that might be catering to specific niches for example digital marketing for consumer good, digital marketing for food & beverage and so on.
Availability of more user data has been made possible with the rise of technology implementation for business marketing. Years ago, marketers would provide intelligent guesses on the target audience; today they can actually provide accurate user data that help influence business marketing decisions.
6- Technology for business marketing thrives on innovation
Smaller businesses have been able to crack the marketing code with innovative technology and that is what makes technology utilization an essential factor in all marketing activities.
Marketers have to work hand in hand with technology and the involvement is likely to grow in the coming future. Technology in business marketing is here to stay and the sooner marketers get on with new and exciting ideas.