Role Of Technology In Modern Marketing



Every field in this modern world is heavily dependent on technology and marketing is no exception. The impact of technology in marketing technology and communication has helped businesses in ways more than one including helping them to. Below in this article, We will Cover the Role Of Technology In Modern Marketing.

  • Grow
  • Prosper
  • Create relationships
  • Strengthen the effectiveness and 
  • Allow people to learn about the organization and vice versa.

There are different types of technologies used in marketing and each has its significant features and benefits. A few of these technologies are:

  • Internet
  • Mobile  phones
  • Social media
  • Customer Relationship Management or CRM systems.

All these have greatly affected the way in which companies communicate with their prospective customers. In fact, these new technologies and the developed forms of communications are literally changing the media landscape, for the better of course.

The technology in marketing has also affected the type of messaging as well as the strategies followed by these organizations. As for the consumers, most of them now use their mobile phones and computers to seek info about a product or a business brand as well as to connect with the people related to that specific business.

The role of technology

The role of technology in modern marketing allows people and business easy access to several different sources of information. It results in an interest in the interactive media. Ideally, when technology is used in business marketing, consumers are able to collect more information about the product on their own from different reliable and reputable sources. 

Use of technology has also affected the work environments, once again in a positive note. It is changing due to several reasons such as:

  • More people are now having virtual offices and therefore they do not need to spend lots of money on office rent and its maintenance 
  • They are used to do business by texting on their mobile phones which inevitably reduces time as well as hassles of traveling to a different office located at faraway places and 
  • Communicating through different social media sites platforms such as Facebook, LinkedIn, Pinterest, Instagram and Twitter have made it easy and fast.

With so many benefits provided by technology in marketing, the media landscape has changed significantly. It is for this reason that most of the organizations spend so much money on different types of communication and technology for their business needs. 

Organizations that do not have enough knowledge about incorporating technology into their business marketing endeavor typically take help from experts such as ,, and others but do not fail to invest in incorporating technology in their business marketing. 

Communicating values and benefits

With the use of technology in the marketing endeavor, companies can provide more value and benefits to their consumers by developing their products and services both for their current as well as potential customers. 

Since the young population, today is part of the new millennial generation, they are the ones that are the primary reason for the businesses to shift towards the new communication technologies. Why? Because:

  • A young consumer may opt to get promotional offers via mobile marketing
  • They may use cell phones from different stores and 
  • They want different info on the move.

Technology in marketing helps the consumers as well as the businesses to connect to the Web easily which help them to find better info about the business and the product and find the best ways to promote their brand respectively.

Similarly, in case of advertisements over Facebook which is the most popular means to put and utilize social media more and in a more effective way, the traditional media such as the magazines and newspapers, television and radio have taken a backseat and now compete with other technological media such as:

  • The Internet
  • Texting
  • Mobile phones
  • Social media
  • User-generated content such as blogs and  
  • YouTube.

In addition to that, there is also the out of home advertising techniques such as the billboards and other movable promotions that has also taken the hit due to the incorporation of technology in modern business marketing. Therefore, with all these figures and facts it can be concluded that all forms of marketing media are now compelled to come up with newer and better innovations so that they can still remain relevant in this modern world of business marketing.

High consumer expectations

Use of technology in marketing has also increased the level of expectations of the consumers with an explosion in different types of engagement devices and social media channels. The modern business marketers are now challenged with a rambling matrix of detached figures that they need to identify, analyze and assess to make a sense out of them. There are a few specific tools that are extensively used today to provide business organizations with a more consolidated view of the valuable figures. 

However, most of the CMOS of different businesses are still found to be unprepared to deal with this data explosion they face. In today’s digital landscape, collecting different metrics that will help a business to grow and move forward means going beyond their transaction and tracking of their varied business objectives. 

These metrics are needed to be leveraged by the businesses of modern times and that is the reason the use of technology in marketing is so hard to ignore and skip. Such use of technology will ensure that the business has the ability to:

  • Create loyal customers for their businesses 
  • Engage with more clients in the most productive way
  • Look at creating personal and more consolidated views of their customers and 
  • Span their reach in the market using different types of social media channels. 

The use of technology will provide them with all those required metrics that will help them to formulate a better business marketing strategy and eventually come together to establish better and much stronger end-to-end client relationships.

Therefore, there is no way it can be denied that the role of technology in modern business marketing is immense. It will help the businesses in better and more productive target messaging that will eventually help them to drive more engagement from their perspective as well as current customers.

Author Bio

Walter Moore is a notable management consultant and digital marketing expert. He is quite experienced in the field of web marketing as well as website designing.


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