The Impact of Technology on Marketing

Technology has changed the way marketers communicate with their targeted audience. This may not sound like a new concept, but consider that today marketing experts also depend on technology to reveal targeted audiences. Market research has been drastically altered by a variety of technological advancements.

FINDING CUSTOMERS

Marketing efforts to reach a target audience focus on consumer behavior. At one time, even the best data was largely based on educated guesses. Thanks to technology such as geotargeting, marketing agencies can literally wait for customers to find them.

Mobile technology has rapidly developed over the last several years. Interactive mobile applications entice prospects to engage with new companies. The ease and convenience of mobile apps also bind consumer relationships by creating habits. Once users establish a secure login identification or save their payment information, they are unlikely to switch providers.

EXPERIENTIAL MARKETING

Even historical tactics like engagement marketing have been impacted and improved by the introduction of new technologies. In these scenarios, potential customers and even prospective employees get to learn more about a company culture through a tangible experience. These displays are generally dramatic and interactive in a way that encourages audience participation.

Although many trade show events and other venue gatherings have been reduced, there is still an opportunity to engage audiences through experiential marketing. Virtual video experiences offer a viable stage for companies to perform a routine that engages viewers and increases awareness about a specific issue or trend. Many successful companies have used experiential marketing techniques to introduce themselves, overcome a negative public image, and reach new markets.

SOCIAL MEDIA MARKETING

As the number of social media platforms grows, so does the marketing potential. Even as advertising rates are increasing across the board, social media marketing still offers among the best return on investment. Marketers attribute the ROI to the swift ability to reach a vast number of qualified leads with each campaign.

Targeted social media marketing efforts that utilize cookies further increase success levels because they introduce another dimension. Using this technology, marketing professionals eliminate the possibility that will be missed. There are many similar tools that now affect when marketing efforts are presented to a potential customer. This perfect blend ensures a particular audience sees and hears a message, at the right moment, that was created specifically for them.