The advent of digital technology has brought about a paradigm shift in the field of Marketing. Today prospects are out there looking for company information from websites, social media, blogs, reviews, polls and many other sources. They are using their mobile devices, tablets, wearable devices and various apps in their search and decision-making process. These developments have made the job of a marketer very challenging. Along with the challenges come opportunities from the recent advancements in mobile technologies, Big Data & the Internet of Things, making marketing very data-driven. Marketers can now leverage these technologies to make informed decisions about the strategies they need to adopt to be successful in today’s constantly changing marketplace.
A lot is happening over the mouse clicks on desktops and swipes on the touch screens of the smartphones than what meets the eye. From a marketing perspective, this innate curiosity in people is the basis of communications that establish connections between a business and its customers in addition to the communications among people that are beyond comprehension. Applications in certain industries are even altering the economic landscape by eradicating the barriers of time, space, and redundant manual intervention.
Just look around, the Internet is imploding as well as exploding with the expressions of people and the multiplying volume of information, stories, and content that cover everything from the recipes of sandwiches to the opportunities in space. While it is difficult to fathom the impact of this avalanche of information on human behaviour, it presents numerous opportunities when it comes to understanding customer behaviour.
Today prospects are looking for company information from websites, social media, blogs, reviews, polls and numerous other sources. They are using their mobile devices, tablets, wearable devices and various apps in their search and decision-making process.
These developments have made the job of a marketer very challenging. Along with the challenges come opportunities in the form of recent advancements in mobile technologies, Big Data & the Internet of Things, making marketing very data-driven. Marketers can now leverage these technologies to make informed decisions about the strategies they need to adopt to be successful in today’s constantly changing marketplace.
Marketing is no longer only related to the development of good looking brochures or sending email campaigns. Today, Marketing teams have become very strategic in their way of functioning and involvement in business operations. For a marketing team to be successful, it has become necessary to take a 360-degree view of the touch points that marketing oversees. Be it digital marketing, social media marketing, PR, AR, Partner Marketing, Branding, Communications, Analyst Relations, etc., there are some avenues through which we can make a positive impact. Mentioned below are three technologies that have had a significant impact on how marketing is looked at today.
Mobile Technology is the game changer because smaller and tactically strong marketing teams of new organizations and teams of larger organizations can convert their presence and existing customer base into remarkable good will on the digital domain. Advancements in mobile technologies like the ease of access to 3G and 4G internet, devices with varied and advanced features like high-resolution screens, screen sizes, processors, etc. and a host of other features have made it necessary for marketers to adapt.
Internet of Things (IOT) is another marketing ally in that it triggers information at the source through a touch point. Through these touch points, there are vast amounts of data being given out by customers knowingly and unknowingly regarding likes, dislikes, requirements, and choices of products/services, etc. This availability of data presents enormous opportunities for Marketers. Marketers that have access to IOT information will have a significant advantage in when making decisions about Marketing.
Some companies today are leveraging the power of Big Data to help amplify their sales and marketing efforts. And, these companies are not only limited to large organizations. Some small to medium size firms are also dedicating a portion of their budgets either in tools that can help with data crunching or, they are getting dedicated in-house data scientists to help. This development has come about because of a change in the mindset of organizations. Research shows that these dedicated spends will help yield positive results for the company.
Regardless of market conditions, one thing that is certain is the imminent rise of internet access, mobile device usage, chain browsing and social media interactions. This rise not only opens options for direct point of sale but also the start of a new concept of marketing that serves to contextualize and communicate the brand to the customers. The key to the success of mid-market companies, especially in a country like India is the ability to absorb the benefits of pre-existing identities, search patterns, buying behavior and interactions of real people through the Internet.
