How does the development of new technologies affect marketing activities?
Without a doubt the new technologies that we use today, and those that are in the process of being created for the future, affect marketing activity in very positive ways.
As defined by the American Marketing Association, marketing is an activity based on
[...] creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
This being said, the 21st century advent of new technologies has, as a common denominator, the goal of opening new ways of communication, and the creation of a myriad of new connections.
The purpose of this is for information to flow to farther places, at a faster rate. Imagine then the benefit of utilizing these globally-efficient new technologies as conduits to market a product, a service, or even an idea!
Some of the new technologies that have mostly affected marketing in a positive way include:
- social media via microblogging
- cloud technology
- Radio-frequency identification (RFID)
- mobile tech
Using banners and adds on websites is one way to create an online presence that is so needed for effective marketing. Social media sites such as Pinterest, Twitter, Facebook, and even YouTube, also connect the product to the client through consistent exposure (again, "the presence") online. RFID is technology used to track items. This is the same technology that is used for scanning bar codes on cellphones when someone needs to get information on a specific product. Mobile technology allows the buyer to gather data on everything related to a line or product of interest. The possibilities are endless! There is no doubt that, the more new technologies develop, the more impact they will have on marketing all over the planet. After all, most (if not all) of the knowledge of the 21st century is, or will be, the product of a new technology.
Marketing is all about exposure. Exposure is about expansion and recognition. The best way to send consumers the information that they need to make choices that will financially benefit a business, is through a medium that is ever-present and easy to understand. That medium is possible through new technologies.