Sailing The Ship Of Technology In The Ocean Of Marketing: Before and After

Have you ever considered how much creative and innovative marketing you could conduct if you were a marketer? That is entirely up to your imagination and critical thinking abilities. Many businesses and brands are developing innovative advertising strategies and garnering widespread recognition as a result. One of the most crucial aspects of marketing is brand awareness and recognition. Other examples include increasing sales and income, strengthening customer loyalty and retention, preserving customer connections and engagement, and many more. But have you seen how marketing strategies have evolved with the advent of social media and technology? How did individuals advertise and promote their companies when technology was less advanced than it is today? It was much more straightforward and inventive. Today's technology has made it far more basic and straightforward than ever before. Technology has had a significant influence on the marketing sector in a variety of ways since its inception. It has simplified things to the point where you can sit on a chair in your room or lie on your bed comfortably with a cup of coffee or tea (whatever you like) and sell your goods to millions of individuals. Isn't it fantastic? Individuals may remark, provide comments, or rate your product, allowing you to make additional changes.

Prior to the extensive use of technology, businesses would often collect consumer feedback using more traditional means like surveys, in-person interviews, and focus groups. Surveys were frequently performed in person or over the phone, and they were usually conducted by skilled interviewers. In-person interviews and focus groups were often conducted in a physical setting, such as a research center, and were moderated by a third party. Companies used to accept feedback by mail, a customer care phone, or a physical facility where customers could visit and leave their comments. In general, these approaches were less efficient, less convenient, and more costly than current technology-based solutions. Companies may now obtain client feedback in more efficient, convenient, and cost-effective ways thanks to technological advancements. In most cases, you can create a Google form for conducting surveys in about 10 minutes and distribute it to thousands of individuals via social media groups. You can also keep track of their insights and view engagements, impressions, and responses. With this, companies may acquire rapid feedback from customers and take immediate action depending on their comments.

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We've already discussed how?companies used to collect feedback, so let's move on to traditional marketing methods. We remember certain forms of promoting before the tsunami of technology in the marketing ocean from our childhood. Do you recall the days of radios, televisions, and podcasts? If not, then you must. Radios and televisions were the principal mediums of mass communication and advertising before the widespread adoption of the internet. Companies used to sponsor radio shows during broadcasts in order to reach a large number of people at once. Furthermore, prominent celebrities were frequently included on radio shows, television, and podcasts to advertise items to listeners. Despite the fact that radios and televisions have played an important role in the marketing and revenue development of numerous enterprises.

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You must have seen billboards on the tops of buildings, the sides of buses or trains, or along the highway when driving or traveling. What exactly were they? Advertisement medium! Have you ever looked up when billboards were popular in the marketing industry and when individuals began to use them? I'm sure you didn't. The world's first 24-sheet billboard was shown during the Paris Exposition in 1889, followed by the World's Columbian Exposition in Chicago in 1893. This strategy was eventually used as a kind of advertising, particularly for films, traveling exhibitions, and circuses. Billboards are frequently posted in high-traffic areas to increase their reach and visibility. Billboards are still utilized in many parts of the world today. Even now, firms prefer employing billboards since it is a one-time expenditure, and studies show that consumers recall ads they see on billboards more than other types of media. In a nutshell,?"little content, huge information!".

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We have all read newspapers and periodicals, which are used to advertise to a certain set of individuals. By a certain set of individuals, I mean that not everyone nowadays likes to read newspapers and magazines because everything is available on the internet. Print media is frequently seen as a low-cost advertising medium; businesses do not need to spend a lot of money on it. Print media, in comparison to other traditional methods, has a lengthy shelf-life and may be kept for people to read in the future and, it comes in a wide variety since individuals can choose it based on their preferences.

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Moving on, you must have heard of telemarketing and door-to-door sales and have been employed as a means of contact by the sales department at least once. But how did they get your phone number? There are several methods for gathering client data, and it is part of their regular work. What made telemarketing and door-to-door sales so effective in the past? There are several reasons for this, but the most essential reason and value of this sort of marketing is personal interaction with the client and direct feedback about the product and service. It had a focused approach, but it was usually expensive, thus owing to the significant increase in the technical network, only a few organizations choose to employ this strategy.

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Prior to the emergence of technical networks, these were the most essential techniques through which businesses led to growth. People now have dozens of unique ideas on how to sell their services. The most visible is the usage of social media. Yes, you can promote to millions of people even if you only have a few thousand followers; this is the strength of social media these days, and it will continue to be important in terms of marketing, you just need to think of novel methods to reach millions of individuals. Now, companies market their advertisements on websites and software relevant to their goods and services in order to attract customers who may be interested in their offerings.

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In terms of technology, artificial intelligence has been quite effective in customizing millions of businesses. It has appeared like water in a dry desert for many businesses and even for us. AI can evaluate data on customer behavior and trends to forecast future behavior and guide marketing strategy. As a result, artificial intelligence enhanced content development, making it easier for businesses to pick appropriate materials based on the demands of their customers. It has simplified audience targeting and can detect fraudulent behaviors in e-commerce transactions, preventing financial losses.

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Influencer marketing has also shown to be quite helpful in promoting firms' offerings. Influencers and public figures are approached and encouraged to promote something using infographics in the form of images and videos. People with a large number of followers and fans on their social media handles are often targeted, and campaigns may easily reach millions of people at once. It is normally a really smart strategy for promoting these days. However, according to a 2019 poll done by Influencer Marketing Hub, 97% of marketers who have utilized influencer marketing feel it is beneficial in driving sales and brand recognition. Furthermore, 74% of marketers said that influencer marketing delivered higher ROI than other marketing channels.

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Due to the high level of competition, many businesses use Search Engine Optimization, often known as SEO, to increase traffic to their websites. Unlike paid search advertising, SEO is a low-cost technique to attract visitors to a website because it does not need to pay for clicks or ad space. SEO is an excellent strategy for promoting brand recognition and awareness since ranking high on search engines may enhance brand awareness and credibility.

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Many businesses solicit customer feedback on their products or services in order to enhance sales and rank higher in search engines. Positive reviews may increase public trust and credibility, as well as produce more sales; nevertheless, poor reviews can decrease sales and public trust, thus it is critical to give good service.

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Mobile marketing has also shown to be quite beneficial in terms of generating sales and brand exposure. Smartphones account for 77.5% of the total worldwide mobile device market (according to ‘’semrush.com’’). And according to a Direct Marketing Association survey, more than 80% of firms that utilized mobile marketing techniques saw an increase in sales.

Technology has had a significant influence on marketing, allowing for more precise client targeting. Companies may now target clients based on their age, geography, gender, hobbies, historical behavior, and other demographic factors. According to a Content Marketing Institute poll, 81% of B2C marketers and 73% of B2B marketers believe that technology has improved their capacity to target clients.

Marketers may now use chatbots to automate interactions with their consumers, including both marketing and transactional communications. However, according to Salesforce research, 95% of marketers polled said that technology had helped them better engage with their clients. It has reduced the barrier that existed between the supplier and the consumer.

These days, technology has also been shown to cut the cost of advertising. Small businesses and dealers may now offer their products and services through its many platforms. According to a 2019 Salesforce poll, 68% of marketers indicated that technology had assisted them in lowering their advertising expenses. Furthermore, 59% of respondents claimed that technology had reduced their marketing spend. According to the poll, more than two-thirds (68%) of marketers who employed technology for advertising stated it enabled them to reach their target demographic more efficiently.?

Video marketing has also had a significant influence on the sales of many different businesses. In 2022, India's population was 1.417 billion, with over 600 million individuals utilizing smartphones and the internet (according to ‘’indiantimes.com’’). YouTube has 467 million users in India (according to ‘’statista.com’’). In this bright era of technology,?it is a?great opportunity to interact with them through video marketing.?

Advertisers nowadays also use classic marketing methods such as television, email marketing, podcasts, magazines, billboards, and a variety of other creative methods.

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Although, in recent years, technology has played an important part in marketing and will be involved in several ways in the future too. Marketers now communicate with clients via a variety of channels, including websites, email, and social media. This has enabled marketers to engage customers in more meaningful ways, personalizing the customer experience and increasing customer loyalty. Furthermore, technological improvements have made it easier for marketers to acquire and analyze data, allowing them to better understand their consumer base and enhance their strategy. Overall, technological advancements have transformed the marketing sector, allowing marketers to design more successful and compelling campaigns. They can now reach a broader audience, properly analyze their success, and adjust their efforts appropriately. Marketing has become more efficient and cost-effective as technology has allowed marketers to better serve their clients.

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"Sailing The Ship Of Technology In The Ocean Of Marketing: Before and After", as the title suggests, is a metaphor for the process of shifting from traditional marketing to digital marketing. Previously, businesses depended on traditional marketing methods such as print advertisements, television commercials, and radio advertising. To reach their target audience, businesses are now employing technology and digital marketing strategies such as social media, content marketing, and email advertising. The metaphor of sailing a technological ship in a marketing ocean means that organizations must be aware of changes in the marketing environment and be prepared to adjust their strategy in order to remain competitive.

— Prachi Sharma