Technology has changed the dynamics of doing business over the years. In the marketing sector, in particular, it has prompted a transition from old-fashioned marketing models to new marketing methods. The fastest-growing marketing networks, such as the Internet, which includes social media sites, search engines, and mobile devices, have made it effective for advertisers to use the web to communicate with customers at ease. In my lifetime, I’ve seen a number of technical advances in the world of marketing, and the trend doesn’t appear to end any time soon. I’ve seen how customers have changed from listening to radios and watching television to browsing the internet for details. From an organizational standpoint, it is clear that technology has affected the ability to gather and organize marketing data. It has impacted channels of communicating with consumers and also affected the process of developing approaches for advertising (Jayaram et al., 2015). At the moment, companies have more marketing methodologies, information and online platforms (search engines, social networks, and blogs) for interacting with consumers. In view of these advancements, marketers are now required to maintain a full range of appropriate channels and options which can be utilized to communicate with potential and present customers.
From the consumers’ perspective, marketing has become more and more incorporated into everyday life. A look at social media adverts and paid search engine results shows that an average customer has more personalized and information driven exposure to appropriate advertisement material. Even further, with the eruption of social media, consumers can openly get feedback about products from their networks. In the present day, a video or blog produced by a discontented consumer can turn viral in a short time. It has the ability to influence people’s actions and also elicit different views. A viral video can result in a mass of condemnation and online dislike for manufactured goods and even the organization. Studies project that 35% of individuals are swayed by products on social media (Petruzzellis, 2010). The truth of the matter is that in the previous years, advertisers used to throw messages to clients and they naively believed them as fact (Brady et al., 2002). But, nowadays customers are more open-minded. They no longer accept the word of their marketers, instead, they believe what their community members say.
This change is, therefore, disregarding the concept of trademark control and loyalty. Customers are now seeking value at lower prices and therefore posing challenges to the contemporary marketer. For that reason, marketers have to guarantee the integrity of their brand because merely making a product and pushing it to consumers is no longer working. Advertising is now required to pay attention to consumers and establish methods of translating communications into tailored, cost effective products that are reasonably priced and enhanced than their rivals (Jayaram et al., 2015). Marketers are also required to find ways of making their products win the digital brand ambassadors so that it can broadcast the value of the brand to their consumers. Despite the tactic being used, it is clear that organizations are not in charge of the communication process, the message of the brand and the models of pricing. Technological advancements have made consumers be conscious.
Customarily, marketing has been part of the core functional areas of a business (finance, management marketing, and operations). But the changing role of marketing in creating customer connections has led to successive adjustments in the manner in which the general role is considered within businesses. Currently, marketing is acknowledged as an element that keeps an organization string. For instance, it is the sales estimates of marketing that help business processes to establish stages of production and the finance department to make budgets. It is also marketing, whose prognostics of consumer desires and trends which help research in advancing fresh projects for the development of a product (Brady et al., 2002).
The most Integral thing to this all-inclusive concept is the fact that advertising has become the business of each person because of increased connections advanced by technology. The increased access to information which is inspired by digital technologies implies that customers no longer wait for marketers to reach them. Those who are interested in pursuing more information can reach out to an organization through different avenues. And all these avenues that consumers use offer valid sources of data which companies use to create lively typesets and client profiles. In the long run, they use this information to make personalized products.
These initiatives are being driven by the fact that consumers no longer tell the difference between a product and customer service. Just the same way technology has brought about global integration, it has also integrated business functions, customer service, and business products as one. Consumers are now engaging with each department of the organization and this has made businesses to prepare interfaces for interaction and marketing their products. Based on this behavior of consumers, organizations have been forced to integrate all their operations into the marketing function (Trainor et al., 2011). Organizations are now using consumer relationship and structures of management to integrate and transform information from different areas that consumers use to contact the organization. As a result, this has helped marketing to be diffused through every business aspect. Several businesses have now embraced this fresh strategy of marketing and are now experiencing incredible victory in this highly clear sphere.
Brady, M., Saren, M., & Tzokas, N. (2002). Integrating information technology into marketing practice–the IT reality of contemporary marketing practice. Journal of Marketing Management, 18(5-6), 555-577.
Jayaram, D., Manrai, A. K., & Manrai, L. A. (2015). Effective use of marketing technology in Eastern Europe: Web analytics, social media, customer analytics, digital campaigns and mobile applications. Journal of Economics, Finance and Administrative Science, 20(39), 118-132.
Petruzzellis, L. (2010). Mobile phone choice: technology versus marketing. The brand effect in the Italian market. European Journal of marketing, 44(5), 610-634.
Trainor, K. J., Rapp, A., Beitelspacher, L. S., & Schillewaert, N. (2011). Integrating information technology and marketing: An examination of the drivers and outcomes of e-Marketing capability. Industrial marketing management, 40(1), 162-174.