How Is the Increasing Use of Technology Changing Marketing in the 21st Century?
How is the increasing use of technology changing marketing in the 21st century?
Introduction
Marketing is a hugely vital tool for any organisation. A department that needs to be run and managed successfully, Marketers need to be extremely vigilant and aware of the constant changes in technology and the different ways that consumers will use various new technology’s to gain information on products. A range of elements will be discussed such as the internet, e-mail marketing and iTV marketing. With the use of online research and reference books to help to consider how new technology is changing marketing in the 21st century.
Findings:
Internet marketing
Since its beginning in the 1990’s the internet has revolutionised the way in which organisations can go about their business. Giving the opportunity for organisations to market their products to a global audience in a way not possible in previous years. Additionally it has given the chance for smaller businesses to reach this vast audience with huge opportunities to climb the competitor ladder and build a bigger and wider customer profile.
As stated by Andrew Evens “Technology, the internet and websites are opening up a new world of marketing communication. A fundamental change has occurred and marketers need to rethink their strategies. Today the consumer has the opportunity to come to you or your competitor, by accessing your website or sending an e-mail. All relevant information must be accessible and user friendly. It should also be a two way flow.” (www.bizjournals.com)
With a “£4.57bn spend in December 2008 alone, and with 42 million internet users shopping online in 2008” (www.theguardian.co.uk), it can be clearly seen just how the internet has become a huge and successful way of doing business in the 21st century.
The process of internet marketing is relatively inexpensive to an organisation and generally the initial setup of the website will be the highest cost a company will endure.
Introduction
Marketing is a hugely vital tool for any organisation. A department that needs to be run and managed successfully, Marketers need to be extremely vigilant and aware of the constant changes in technology and the different ways that consumers will use various new technology’s to gain information on products. A range of elements will be discussed such as the internet, e-mail marketing and iTV marketing. With the use of online research and reference books to help to consider how new technology is changing marketing in the 21st century.
Findings:
Internet marketing
Since its beginning in the 1990’s the internet has revolutionised the way in which organisations can go about their business. Giving the opportunity for organisations to market their products to a global audience in a way not possible in previous years. Additionally it has given the chance for smaller businesses to reach this vast audience with huge opportunities to climb the competitor ladder and build a bigger and wider customer profile.
As stated by Andrew Evens “Technology, the internet and websites are opening up a new world of marketing communication. A fundamental change has occurred and marketers need to rethink their strategies. Today the consumer has the opportunity to come to you or your competitor, by accessing your website or sending an e-mail. All relevant information must be accessible and user friendly. It should also be a two way flow.” (www.bizjournals.com)
With a “£4.57bn spend in December 2008 alone, and with 42 million internet users shopping online in 2008” (www.theguardian.co.uk), it can be clearly seen just how the internet has become a huge and successful way of doing business in the 21st century.
The process of internet marketing is relatively inexpensive to an organisation and generally the initial setup of the website will be the highest cost a company will endure.
Bibliography: http://www.allbusiness.com/technology/telecommunications-conferencing/465811-1.htmls-of-email-marketing.html - 12k - (Accessed, 8th March 2009) http://www.bizjournals.com/internet/marketing (Accessed, 8th March 2009) Brassington, F. and Pettit, S. (2006) Principles of Marketing. (Fourth Edition) Prentice Hall. (pg.820, 1179, 1180, 1185 and 1198) http://www.opt-in-email-marketing.org/benefit (Accessed, 14th March 2009) Rohner.k, (1999) Marketing in the cyber age. 1st edition. Wiley. (Pg. 174) http://www.theguardian.co.uk/businessnews (Accessed, 14th March 2009) [pic]