The Impact of Digital Technologies on Marketing Strategies

By Marianne Chrisos - Last Updated on July 25, 2018
the impact of digital technologies on marketing strategies

How digital technology will change marketing.

What impact will digital technologies have on your marketing strategies?

Traditional marketing used to reach customers was primarily in print or with TV and radio commercials. As the internet and email were more commonly used, marketing also adopted them as a means of communication. Now, most marketing plans use a combination of traditional methods (print ads in magazines, billboards, radio and TV advertisements, etc.) and digital marketing (email blasts, banner ads, social media, Google ads, etc.).

The continued impact of digital technology on marketing strategies can be viewed as an asset. Creating a more comprehensive digital marketing strategy that goes beyond social media and digital ads, you can increase your reach and continue to elevate your brand in terms of customer experience and outreach. Technology continues to evolve, and the adoption of digital practices to enhance communication was just the beginning. Here are some of the things you can expect as more new technology is adopted across industries:

Continued Connectivity

One of the draws of digital advertising is that it offers an instant connection to customers. Customer service issues can be resolved faster through social media chats, customers become aware of sales and promotions faster through social media feeds, and ads can target users based on very specific needs and interests, helping them find solutions faster than before.

New technology, like AI, will offer continued connection from a company to their client base. AI scripts have already created apps that were developed to help enhance online customer chat platforms. These programs can learn from customer information and help them solve problems and find solutions on demand.

Increased connectivity is apparent in things like the Internet of Things technology, where customers can use an app from a mobile device to control a product, as well as voice assistants like Alexa and Siri that can help answer questions on demand. AI in marketing will help businesses learn and predict their customers’ wants, needs, and interests better and be able to learn from data that will help to guide marketers in creating the materials that influence the best marketing strategies and will serve their audiences most effectively.

Personalized Experiences

Personalization is another way new technology will help businesses maximize their customer connections. Augmented-reality apps have already been developed that show customers how a product would look in their space or even approximate it on their person to help personalize the shopping experience.

AR technology is a great marketing tool because it offers users an additional layer of understanding and experience when engaging in a product. Rather than just reading a catalog description or seeing an ad, customers can engage in a unique-to-them “try before you buy” type of experience.

Another form of digital personalization will likely be in the form of video. People are used to video advertising through commercials, and while these are targeted, the internet and analytics help to narrow the focus even further. This means that companies can develop more custom video content and target it to the customers who could benefit from it the most.

The impact of digital technologies on marketing strategies will continue to grow and develop marketing plans and projects for all industries, helping to reach more customers with personalized messaging that will be even more relevant and useful in connecting your client to your business.

Marianne Chrisos | Born in Salem, Massachusetts, growing up outside of Chicago, Illinois, and currently living near Dallas, Texas, Marianne is a content writer at a company near Dallas and contributing writer around the internet. She earned her master's degree in Writing and Publishing from DePaul University in Chicago and has worked in publishing, advertising, digital marketing, and content strategy.

Marianne Chrisos | Born in Salem, Massachusetts, growing up outside of Chicago, Illinois, and currently living near Dallas, Texas, Marianne is a content writer at a c...

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