Time and again, new waves of technologies appear. However, they are coming quicker now that digital information and processing makes everything more convenient. These technological advancements have also proven that they can always change the way marketing works. The development of marketing tools and the enhancement of customer experience have continually enabled marketers to meet the demands of consumers.
Knowledge of the history of technological advancements will benefit not only web marketing consultants and brokers but also those who are running small-to-medium enterprises (SEMs). According to John Ellett, CEO of nFusion and author of The CMO Manifesto, marketing has undergone five different technological revolutions.
NUMBER 1: THE PRINTING PRESS
When Johann Gutenberg developed the printing press back in the 1400s, it was apparent that dissemination of information would improve. The invention and enhancement of this technology had enabled the literate population to purchase books and newspapers. Later, magazines and direct mail were added to the list. All of these had been great marketing channels, especially since they came quickly and cheaply at that time.
NUMBER 2: BROADCASTING
Broadcasting started with radio transmission through Morse codes and developed into radio and television. It was a great leap from printed marketing as it allowed real-time communication on a wide scale.
Hiring television anchors and radio broadcasters to promote products and services were highly effective. Moreover, TV and radio shows were perfect platforms to share a brand’s story. Then, advertisements became popular and were shown in between shows. There’s no doubt that broadcasting created a big impact in marketing.
NUMBER 3: COMPUTER AND THE INTERNET
The computer has brought a lot of changes in people’s way of living. When paired with the internet, it becomes a very powerful tool.
Online marketing allows businesses to gain customers from all over the world. By directing their efforts to e-commerce, companies are able to connect to customers directly. Build a new brand and compete in the market has become easier, too.
NUMBER 4: CUSTOMER EMPOWERMENT THROUGH SOCIAL MEDIA
The idea of customer empowerment is simple. It advertises that customers can get what they want, when they want, where they want it, and on their own terms. Thus, it completely transfers the control from the marketers to the consumers.
This marketing revolution has been advanced by social media and mobile technology and has lead to greater improvement and better responsiveness.
NUMBER 5: MARKETING CLOUDS
Cloud marketing is the process of directing all marketing efforts towards giving integrated digital experience, which is customized for every end user. It will merge all engagement channels previously mentioned to create a unique experience. It is still in its early stages, however, and will be facing a lot of challenges.
In order to successfully omnichannel to promote your brand, you have to align company’s value to being customer-centered. Then, define cross-discipline orchestration and planning process. You also have to map your end-to-end decision journey and develop segments to guide you in your efforts.
We have come a long way with regards to marketing. After all, trends in consumerism quickly change, and the only way for the business to keep up is to embrace the change.