Marketing has come a long way in a relatively short time. It wasn’t that long ago that promoting a business involved putting up posters in local stores or advertising in regional magazines and newspapers. Many traditional marketing techniques have remained influential, but there have been major developments. In this guide, we’ll discuss the evolution of marketing, exploring the role of technology in modern-day campaigns.
Digital Marketing
Digital marketing has revolutionized the way businesses, brands and organizations promote products and services. As technology has advanced since the invention of the Internet, a whole raft of new opportunities have emerged for companies looking to improve and develop their marketing strategies. Wider access to the web, the rise of smartphones and other mobile devices, and the growth of email and search engines contributed to the development of digital marketing techniques, such as email marketing, SEO (search engine optimization), and paid advertising.
Digital marketing techniques enable companies and brands to tap into new markets and reach larger audiences through search engines, email, social media and targeted advertising. Globally, there will be more than 5 billion web users in 2022 and this number is increasing every year. By using methods like SEO, businesses can encourage customers from specific areas, regions, or countries to visit their website, click on ads, or contact them, generating high-quality leads.
Introduction to social media Changed the way the brand’s products and services marketed and connected with audiences. Facebook, the original social media platform, has evolved from a social network for keeping in touch with friends and family to an app that enables businesses to market their products and services to a larger audience. As time has passed, new apps and platforms have appeared, offering amazing opportunities for brands to increase awareness, drive sales and lead generation, and engage with consumers. In 2022, more than 92% of US companies with more than 100 employees will use social media marketing.
New content type
Technology offers a more diverse mix of marketing methods and channels. By using a variety of techniques, businesses can target specific audiences, cater to customer preferences, and make marketing content more interesting, creative, and engaging. Video content is a particularly interesting and valuable addition. Studies show that video content is shared 1200% more than text and images combined. One of the main advantages of video content is its versatility. You can use video clips, tutorials, interactive guides, and interviews to show how products work, explain complex data or concepts, promote products and services, break down information, introduce teams, and bring marketing scripts to life. To exploit the potential of video content, it is wise to enlist the help of marketing experts, designers, producers and professionals. Voice over service. Quality is important when uploading video content. It is also important to ensure that the message is clear and include contact details, information about offers and incentives, and calls to action.
In addition to video content, modern technology gives businesses the option to sell products and services using live chat and chatbots, interactive web features, apps, and podcasting. Brands can use broad methods or pinpoint channels to reach specific audiences depending on their goals and target customers.
Increasing customer engagement
One of the most significant changes in marketing is the approach Customer engagement. Over the years, the focus has been on reaching out to customers and telling them all about the business and the products and services you sell. These are still key goals for businesses, but customer engagement is now a driving factor. Consumers want to know brands, are interested in what they are buying and from whom, and want to build relationships with companies and organizations. A 2019 study showed that more than 80% of consumers paid as much attention to how brands treat them as to the product they are selling.
Social media is incredibly influential in promoting consumer engagement and helping brands establish connections and build relationships with existing and potential clients. Social media is a great platform for promoting products and services, but it is even more valuable as a tool to communicate with clients and share brand stories and values. Businesses can use posts to share news and updates, promote new products, and advertise promotions and offers, but they can also answer customer questions, respond to comments and feedback, feature real-life customers, and gather information for future campaigns.
Engaging with customers increases the chances Converted leads And it can also increase customer retention rates. Research shows that 90% of consumers buy from brands they follow on social media.
Image credit: Pexels
Data and Analysis
Advances in technology have changed the way companies measure results and outcomes. Before the introduction of software and analysis tools, methods were limited. Businesses used to be able to examine sales data and get an idea of the overall impact of new campaigns, but today, marketing teams have access to granular data and can filter results by key metrics that align with campaign goals. Analytics provides instant access to real-time data, giving brands the opportunity to identify weaknesses, highlight areas for improvement, identify strengths and gain accurate insights into how different elements, methods and steps work. If your website is getting a lot of traffic, but you’re losing customers as soon as they arrive on the homepage or navigate to the landing page, for example, it could indicate that your SEO or paid advertising campaign is effective but your website is allowing it. you down If customers are abandoning their carts when they reach the payment page, it may be beneficial to adjust payment options, reduce the cost of delivery, or simplify and speed up the checkout process.
Access to data empowers marketers and business owners to make well-informed decisions and predictably develop campaign ideas and track performance. It is an effective way to get to know customers better and understand the customer experience and sales journey.
AI (Artificial Intelligence) and AR (Augmented Reality)
artificial intelligence (AI) and Augmented Reality (AR) are cutting-edge technologies that play an increasingly integral role in how businesses operate and market products and services. AI and AR offer many benefits to marketers. Using AI, teams can collect data and generate and convert leads by matching customers with products and services, making personalized recommendations, and providing insights into client needs and preferences. The most significant benefits of AI for businesses in terms of marketing applications and capabilities include increasing customer engagement, improving existing products and services, and creating new products and services. AI can increase accuracy, speed up operations and processes, and reduce pressure on employees by taking over customer service roles and tasks such as digital advertising and social posts.
Augmented reality is an effective marketing tool for a wide range of brands. This technology offers an incredible opportunity to offer customers more and provide access to unique experiences, giving businesses a competitive advantage and helping to increase lead conversion. A popular example is using AR to boost furniture sales. In the past, a customer would browse online or visit a store and rely on their imagination to envision how a colorful couch or statement chair would look in their home. Now, using AR, they can see their home decorated with new items through their smartphone. AR can help motivate customers to take the next step, provide a memorable customer experience, and can also help businesses reduce return risk.
Voice search
Most people type words or queries into a search engine via their computer, phone or tablet, but voice searches have become increasingly common. Smartphones have integrated technology and more and more households are using voice-activated devices. Statistics show that there are more than 4 billion voice-controlled devices in use today. The emergence of these devices provides businesses with new ways to connect with customers and generate more leads. To capitalize on the popularity of Voice search, marketers should optimize content for voice search. Most people ask questions when they are looking for information. It is wise to find common questions, search terms and keywords and add a conversational tone to the content.
Speed and convenience are the most important advantages of voice search technology. If a customer is looking for a local plumber, for example, they can ask their phone or voice-activated device to find them and instantly call them without opening a browser, typing a search query, and clicking a link or ad.
Image credit: Pexels
Marketing has played a vital role in helping businesses attract customers and make sales for decades. Although traditional techniques remain relevant, there have been major developments in the world of marketing. New technologies have facilitated the development of new methods and marketing channels, providing incredible opportunities for brands to connect with consumers and target new audiences. Technology enables marketers to collect and analyze data to inform decision-making, explore new techniques, identify solutions to problems and pain points, and build strong, long-lasting relationships with customers.
(Disclaimer: DevDiscourse journalists were not involved in the production of this article. The facts and opinions appearing in the article do not reflect the views of DevDiscourse and DevDiscourse assumes no responsibility.)
