Technology has changed just about every aspect of life as we know it, from our homes to our marketing campaigns. Although some marketing professionals still embrace more traditional technologies for their advertising, like radio and TV advertising, the savviest and most successful ones tap all the channels they can.
Some of the ways that technology has impacted marketing are obvious, while others may not be as known to some marketers. These technologies will continue to change advertising and marketing. To compete, you must have an understanding of what they here. Here is a look at three such tech tools changing the marketing landscape.
- Traditional Advertising Goes by the Wayside
People pretty much dislike commercials, and now thanks to digital technology, they can avoid them by going online to watch the same TV shows, without the commercial interruptions.
When the audience does see commercials, those commercials tend to be more targeted than a TV ad would be. This means that only the people who would really benefit from the products or services in the ad are the ones who’ll see it.
Here’s how that would have play out. Say a drug company that sells a drug to people who have a heart condition advertises on TV. That ad would likely be geared toward someone in their late 40s and up. However, the 20-something watching TV with his/ her parents aren’t going to be interested in that ad.
Further, even if there is a person watching the commercial in the right age, it doesn’t mean that that particular person is in the market for the drug, either. For that household, it’s a wasted commercial. That’s one of the drawbacks of mass marketing commercials. What they lack in audience specificity, they make up for by blasting the ad to millions of people.
Advertisers who know their market don’t have to spend the kind of cash that type of commercial taxes, if they know their audience. They can advertise on a niche site or a specific segment of a social media platform for better results.
The previous entry probably begs the question, “So, how do I tailor my advertising (and content) to the right audience, then?” That’s where certain analytics software programs, like Marketing Cloud analytics, can help. It takes each customer at his/ her point-of-entry into your business and then creates an individualized experience for that user. It’s very similar to the individualized experience you’d have on a site like Amazon.
You know when you log onto a site like that, you’ll see products and web content based on what you either searched for last or bought last. The rationale behind this is simple. Tailored experiences and analytics software help you keep more customers, which in turn helps you make more sales. This is one of the most impactful and significant ways that technology has changed marketing. It takes the guesswork out of it.
- Purpose-Driven Marketing
Marketing professionals don’t just tell their potential audience what they do, they tell them why they do it. This type of reasoning appeals to Millennial shoppers, who identify strongly with brands who align with their values.
Technology plays a big role in this because it allows a company’s customers to interact with it on social media, via email, and through other means. This makes advertising much more interactive, that means that the customer service department is on-call 24/7 now.
Technology continues to change the landscape of marketing, making it easier for smaller brands to reach their potential customers by social media and other platforms. This allows them to appeal to a specific niche, making their advertising efforts more effective.
Additionally, technology exists that helps these companies find their right niche and the people in it. Finally, new media allows customers to interact with their favorite brands, which means that brand creators must know why they do what they do.
by: Sia Hasan