The Impact of Digital Technologies on Marketing Strategies

The Impact of Digital Technologies on Marketing Strategies

Anuja Lath 19/07/2018 5

Technology is a word that was first coined in 1829. But does it mean the same thing in 2018? Probably not! We live in an era of technology. Take a close look at your own lifestyle. It is the reason you’re reading this article. Technology is what helps us start and end our days. Whether it’s your smartphone or your automatic car, technology has seeped through our lives. Technology has enabled millions of inventions that have had a great impact on improving our lives and making us more efficient.

This article is about the role of technology in marketing and how the use of technology in marketing has helped millions of businesses attain growth and success. Today, millions of businesses are using technology-driven marketing to take their brand to a new level.

Here are some digital technologies that are changing the marketing world:

Artificial Intelligence

In simple terms, artificial intelligence is nothing but the development and efficiency of machines to perform human tasks and that too with little room for errors. The use of artificial intelligence is visible in almost every industry. Businesses are now leveraging its power to make AI driven processes more efficient.

When it comes to marketing, artificial intelligence is helping companies gather more insight into their audience by offering recommendation engines, predictive search, Chatbots, etc. Use of these technologies and tools are helping companies offer a better experience to their users and also market themselves better. AI is beneficial for both businesses and their users.

Virtual Reality

How interactive would it be for potential customers to experience a product or service before they made a purchase? Brand and businesses have taken it to the next level by offering virtual reality experiences to their users.

Big brands like Audi have already started using this technology to give their users a better experience. In Norway, they’re offering their users to drive a new Audi Q5 in a giant virtual sandbox that gives them a real-time experience of driving the car. This made their marketing strategy seem more innovative, effective and remarkable!

Cloud Computing

As the statistics reveal, the revenue from the cloud computing sector is expected to cross $411 billion by 2020. This figure is a great indicator of the growth of cloud computing and how businesses are leveraging it.

The ability for members of a team to share, access and manage data that is lying on a common cloud has enabled them to communicate and collaborate with ease.

For example, our digital marketing team uses cloud services like G Drive to share information with our clients overseas. A team of graphic designer, a blogger and a developer putting up in different parts of the world can easily communicate with each other to deliver the best to the clients/customers.

This ease of sharing information helps us plan our marketing strategies better.

Big Data

How important is data to a business? A lot! If the statistics are to be believed 44% marketers use big data to improve their effectiveness. Businesses use the insights from the data to know what the users are more inclined to, what they like the most and what is it that does not interest the users at all. This can help businesses preplan their marketing campaign that succeeds well.

Now, with the advancement in technology, it has become easier than ever to get the tiniest detail of a data even that helps in knowing your customers more closely. This means the scope of your marketing campaigns becoming successful is quite high.

Internet of Things

If you’re well versed with the happenings around the world, we’re sure you’ve heard of IoT – the Internet of Things.

According to a recent report by Cisco, IOT will generate $14.4 trillion in value covering all industries. Business owners are looking forward to the IOT as a great opportunity to get deeper insights into consumer psychology and the process of buying.

IoT is a network of physical devices, digital machines and other objects that allow for a smooth transfer of data over the network without any real-time interaction. Thus more connected devices a user has, a better chance that the marketer stands of reaching out to you.

Has technology altered your business’s strategies as well? Hope this article proves how technology has proven to be a saviour for marketers! With technologies evolving rapidly, businesses are changing the way they market.

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  • Liam Wilkinson

    Artificial intelligence is a game changer. The biggest companies are investing a lot of money on AI to reduce costs and get more customers on the internet.

  • Jonas Berge

    All these technologies paved the way for marketers to promote products in different ways

  • Yes Jonas, these technologies have helped business flourish

  • Tim Mccormick

    Big data is so underrated !

  • Ellison Reed

    IoT is quite promising but there are still a lot of security issues.

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Anuja Lath

Digital Marketing Expert

Anuja is the Co-founder and CEO of RedAlkemi Online Pvt. Ltd., a digital marketing agency helping clients with their end to end online presence. Anuja has 30 years of work experience as a successful entrepreneur and has co-founded several ventures since 1986. She and her team are passionate about helping SMEs achieve measurable online success for their business. Anuja holds a Bachelors degree in Advertising from the Government College of Fine Arts, Chandigarh, India.


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