Garrett 1

Kevin Garrett

Mrs. Carron

12 Lit/Comp

6 April 2017

Marketing Changes

Marketing campaigns have adapted and changed as a direct effect of electronic

advancement since they were first used. Most concepts of how to market have been completely

changed by technology endangering businesses that fail to use it to their advantage. There are

new parts of business introduced by technology and changes in markets that have caused new

markets to be created with more laws referring to online business. Technological advancement

has dramatically changed marketing and developed new tools and ways to maintain a successful

business that have now become necessary in a capitalistic economy.

One addition to marketing research is an increase in the use of customer reviews. Steven

M. Shugan of the Warrington University of Business states the research topics now include how

buyers use third party reviews and the motives of buyers to provide reviews. Before the

internet age reviews were not possible at the same capacity because reviews could never be

accessed or have as much reach before the internet. Marketers now focus customer appeal and

some online companies customize their sites around customer preferences (Yannopoulos 6).

Marketers now can use reviews to improve their service while advertising qualities of their

service that are liked. The topic of using reviews effectively for marketing counties to be a main

research topic in twenty-first century business.

New technology has made it more important to maintain a good brand image online.

More people have access to the internet because of the invention of more mobile devices. They
 Garrett 2

devices are used for more communication and are used by companies that want to communicate

with consumers and make information easily available. Associate Professor at Brock University

Dr. Peter Yannopoulos believes Firms must ensure that their online messages and employee

emails convey an image that is consistent with all other communication efforts. If a company

has negative or no brand representation or no online branding it will be unable to compete with

companies that use internet resources and customer communication effectively. Buying products

online poses a risk to consumers when the website seems unreputable which causes consumers to

buy from well known and professional distributors they find online. According to Yannopoulos

online consumers prefer to buy from well-known and reputable e-companies. Technology has

made it more important to be known as a reputable brand.

Greater access to information now allows consumers to have more shopping options

online. Customers can now compare prices of products they purchase. Consumers look for the

best quality product for the most reasonable price. Online markets create an increase in

competition and availability which in effect causes more companies to retail online. Marketing

managers now study pricing strategy with their online markets to find a price of products that

will support sales. The research of Yannopoulos shows The Internet influences a firms pricing

strategy in multiple ways, including providing consumers with more information, increasing

competition, increasing the number of suppliers. The ability to compare prices also enables

companies to compare cost of their suppliers and how it changes the profit margin of their

products based on their pricing strategy. How marketers use pricing to appeal to consumers has

changed due to online shopping expanding options and creating more business competition.

Technology has changed how and what marketing managers research. Marketers now

study more future trends than past trends and use computer systems for real-time data analysis.
 Garrett 3

The advancements enable marketers to forecast the outcome of decisions made. The systems also

allow the most effective use of advertising. as technology advances, it might be possible to

foresee some more enduring trends and focus research on future issues.(Shugan,469)

Businesses can study trends of people comparing products to better their advertisement

placement.

It is very important for companies to use the advantages of technology in marketing. As

Yannopoulos says Business organizations will not survive the Internet era unless they change.

Marketing has to adapt with platforms that people use for entertainment and information. The

internet gives companies a great potential to reach consumers and expand their market. If the

marketing of a business fails to adapt and change to be effective, they will not be found or not be

chosen by customers. Predicting future issues with technology can keep a company from falling

behind in marketing strategy. The company that uses these techniques the best is able to be ahead

of future problems and other businesses.

The advance of technology has caused marketing campaigns to focus more on customer

interaction and the use of guerilla marketing strategies. Some online companies customize their

sites around customer preferences.(Yannopoulos,3) The sites are designed to attract,

communicate, and make it easier for consumers to use their product or service. Unconventional

marketing strategies for brand exposure have a greater effect in a world of technology and

connection. Business Professor Michael Serazio says in response to changes in technology,

markets, commercial clutter and audience cynicism, that traditional model of advertising

continues to evolve and blur with its industrial cousin. The ability to market online is a major

difference in new marketing techniques and reaching target audiences.

 Garrett 4

Technology has created the ability to market and sell products online bringing new

advantages and problems in marketing. Products can now be sold online and customers can can

purchase some products digitally. Music, movies, and software can all be distributed in digital

form. Distributing digital products is convenient and cost effective. Digital products solve a

problem and are used in stock trading (Yannopoulos,4). In digital media sales brand credibility,

reputability, and security are fundamental. Companies have to keep their digital property secure,

but also have to compete with a wide array of platforms and digital piracy.

Business fraud and brand defamation is an increasing effect of the internet in business.

Both can be severely damaging to a brand. Greater access to social media has caused some

people to create fake accounts under the names of businesses. They make post that are not

endorsed by the companies being represented. Businesses now have to monitor their actions on

the internet and how others use their brand effecting the way people think of their company.

Selling a product relies on investing resources in the most effective way. The internet and

technology are both resources that also can be used to monitor the effective use of other elements

essential in business. Motoring pricing and technology also allows companies to receive more

resources from shareholders of stock that can monitor live changes in the market. Forbes

contributor Louis Gudema writes Marketing is at an inflection point where the performance of

channels, technologies, ads, offers everything are trackable like never before. Unlike in the

past using technology marketers can monitor where the best use of resources is saving time and

money.

A new market for technology and user devices has been created. The creation of personal

computers and smartphones caused a market that never existed to lead markets. The inventions

of technology also caused the creation of new platforms that allow marketers to attain and
 Garrett 5

advertise information. Apps used by people across the world can now be used as sources of

advertisements. Marketers can study who buys the app and whether their product would be of

interest to those same people. Louis Gudema believes remarketing is effective because youre

only advertising to people who have already expressed enough interest in you to come to your

site. Mobile devices create new platforms for interest specific advertising that was not possible

before the technology existed.

The increase of technology in marketing has caused more debate in the United States on

information and privacy laws. There are some marketing companies that buy people's

information found on technology to choose the focus of their advertising in order to use

resources in the most effective way. There is a line of privacy that people have concerns about

future invasion of privacy by companies attempting to get ahead in marketing. Some American

lawmakers are working to pass more laws that protect people's privacy online while others are

trying to allow more access to information. The laws have a major effect on marketing because

many companies use marketing techniques based on finding information of their customers.

Data is now a $300 billion-a-year industry and employs 3 million people in the United States

alone, according to the McKinsey Global Institute stated by CNN. Data is becoming a primary

tool of marketers to decide pricing strategy and gain insights which are benefits not previously

unavailable until the technology age. Business to consumer marketers are starting to use data

more. Forbes contributor Louis Columbus states that a Forrester study found that 36% are

actively using analytics and data mining to gain greater insights to plan more relationship-driven

strategies

New technology has caused email marketing to grow and the use of remarketing

including mobile marketing. Marketing now can be targeted specifically at what a person has an
 Garrett 6

interest in. Companies create forms for customers to sign up for email alerts. In the Harvard

Business review article 7 Marketing Technologies Every Company Must Use it says systems are

also used that cause ads from websites someone has visited to pop up. The new techniques

allowed by electronic devices allow companies to aim marketing campaigns more personally to

their target market.

The platforms now used in marketing could create potential threats of hacking in the

future. When information is stored on computer systems by companies it is then possible to be

accessed by computer hackers. If a company's computer system is compromised the brand of

future of sales could be threatened. Businesses are working to secure technology used and stay

ahead of hackers and other competitors in their use of technology.

Technology has changed the world and what is possible in marketing. It is a trend that is

now a major part of our live that marketing has adapted to because if technologies are not used

by a company another company will out compete them. The use of technology is now not just an

edge in marketing, but is an advancing necessity. Marketing has changed because of the

possibilities to communicate with consumers with technology. Marketing campaigns now have a

different focus on research and customer specific design and communication. In the age of

technology a reputable brand that delivers products with efficiency and convenience is a demand.

Companies can market by learning what people want in their products and evaluate

advertisement placement and pricing before making a decision. Customer communication

contributes to brand awareness and trust also telling specialist what they should market, price,

and where to advertise products. The advancement of technology has not only changed what is

possible in marketing but has changed marketing because of the greater effect and importance

technology enables it to have in consumer decisions and overall company solvency.

 Garrett 7

Works Cited
1. Columbus, Louis. "Ten Ways Big Data Is Revolutionizing Marketing And Sales."Forbes. Forbes Magazine,
09 May 2016. Web. 04 Apr. 2017.

2. Serazio, Michael. Your Ad Here: The Cool Sell of Guerrilla Marketing. New York: New York UP, 2013.
Print.

3.Steven M. Shugan, (2004) The Impact of Advancing Technology on Marketing and Academic Research.
Marketing Science 23(4):469-475. http://dx.doi.org/10.1287/mksc.1040.0096

4. Leslie K. John, Oliver Emrich, Sunil Gupta, and Michael I. Norton (2017), "Does 'Liking' Lead to
Loving? The Impact of Joining a Brands Social Network on Marketing Outcomes," Journal of Marketing
Research, 54 (1), 144-155

5. Yannopoulos/International Journal of Business and Social Science, Peter, Dr. "Impact of the Internet on
Marketing Strategy Formulation." Impact of the Internet on Marketing Strategy Formulation 2.18 (2011): 1-7.
Semanticscholar.org. Web. 4 Apr. 2017.

6. Gudema, Louis. "7 Marketing Technologies Every Company Must Use." Harvard Business Review. Harvard
Business Review, 05 Nov. 2014. Web. 04 Apr. 2017.

7. James H. GilmoreB. Joseph Pine II. "The Four Faces of Mass Customization." Harvard Business Review.
Harvard Business Review, 31 July 2014. Web. 04 Apr. 2017.

8. Lavandera, Jason Morris and Ed. "Why Big Companies Buy, Sell Your Data." CNN. Cable News Network,
23 Aug. 2012. Web. 04 Apr. 2017.
Garrett 8