Marketing and Technology

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Over the years, technology has changed market dynamics. In the marketing sector, in particular, it has pushed fresh marketing approaches from old-fashioned marketing models. Marketers have been able to communicate with customers on the Web using the most rapidly increasing Marketing channels, including the Internet which provides social media platforms and search engines. I have witnessed many technological developments in the marketing industry over my life and the process does not seem to cease. I saw how consumers changed from listening to radios and watching TV to surfing the Internet. From an organizational standpoint, it is clear that technology has affected the ability to gather and organize marketing data. It has impacted the means of communicating with consumers and also affected the process of developing approaches for advertising (Jayaram, Manrai, & Manrai, 2015). At the moment, the companies have more marketing methodologies, information, and online platforms (search engines, social networks, and blogs) for interacting with consumers. In view of these advancements, the 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 appearance of social media, consumers can openly acquire feedback about products from their networks. In the present day, a video or blog produced by a discontented consumer can become 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 condemnation of manufactured goods and even the organization. Studies project that 35% of individuals are impacted 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, Saren, & Tzokas, 2002). However, 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, hence, posing challenges to the contemporary marketer. For that reason, marketers have to guarantee the integrity of their brand because merely making a product and selling it to consumers is no longer working. Advertising is now required to pay attention to consumers and establish the methods of translating communications into tailored, cost-effective products that are reasonably priced and advanced than their rivals (Jayaram, Manrai, & Manrai, 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). 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, Saren, & Tzokas, 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 an organization with different means. 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. 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, Rapp, Beitelspacher, & Schillewaert, 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 new strategy of marketing and are now experiencing incredible success in this highly clear sphere.

References

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.

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