Any marketing strategy expert will tell you that the landscape of marketing practices has changed forever with the use of internet-backed modern technology. Technology has not only reduced costs drastically, but also brought businesses closer to their customers. As customers turn away from traditional media like, TV and radio, marketing professionals are devising different ways to connect with them on devices like mobile phones, tablets and laptops through which the target consumer group accesses media content.
Newspapers and television channels are cutting advertisement rates to stay relevant against the flood of digital campaigns that are drawing attention on social media and e-commerce sites. Hence, whether you are a small businessman or the owner of a large company, you need to be well-versed with opportunities that modern technology has generated help your marketing goals.
- Affordable smartphones
As smartphone became a common device, marketers realized that mobile apps and ads are great tools for engaging with consumers. Businesses can reach wherever the customers went with their gadgets. Thanks to the use of social media and digital analytics data built on smartphone usage, businesses can now interact with customers to not only develop insights into consumer behaviour but also develop a more personalized experience on many platforms. Earlier, advertising was just about sending the right message in a convincing manner. Now, its success depends on delivering the message in the way that audiences prefer to receive it.
- Video content
Thanks to affordable smartphones and faster internet, live streaming and video messaging are redefining the rules of content marketing. Text and images were once the leading forms of content, but now videos are taking over every medium. According to a report, product videos help 90 percent of the customers to make purchasing decisions. Since video production is not a skill most companies possess in house, many entrepreneurs are turning to outside expertise. For example, mysimpleshow has boosted video marketing in companies across the world by creating visually-appealing explainer videos.
- Emails and Instant Messaging
Especially in the last decade, instant messages and emails have significantly cut down the amount of paper used for promotional purposes. Gone are the days when brochures, pamphlets and other promotional material used to make its way to the mailbox. Their place has been usurped by the promotional emails that inundate the inbox. The challenge with this form of promotion is that communications are likely to go into the recipient’s spam folder.
- Artificial Intelligence
AI is an upcoming trend in the field of marketing, largely due to the arrival of affordable yet advanced data analytics tools, extensive datasets and the respect for data-driven decisions among marketing professionals. As an example of the early use of AI in marketing, Netflix uses AI to scan billions of records to suggest films and shows that a user might like based on his/her previous selections. This system is getting smarter by the year due to increased datasets and helps the company retain consumer engagement and subscription. However, the system also has a drawback as it misses most small-labelled movies.
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