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Technology’s New Marketing /Communication Tools


If you’ve been involved in the marketing of a company over the past decade or two, you know that new technology has drastically changed the way businesses communicate. Once largely limited to a mix of print advertising (magazine, paper, billboards, etc.), radio, TV and direct mail, technology has expanded the scope of marketing by adding the internet, email, text messaging, social media, webinars, blogs, etc. to the communication mix. It has also, in the form of computers, smart phones and tablets, expanded the vehicles through which a company’s marketing is viewed by customers and potential customers alike.

Technology has, without a doubt, placed in the hands of marketers many new tools to help them more effectively communicate their brand’s message. It has made rapid, highly targeted communications an everyday reality while greatly improving customer interaction and engagement and the collections of real time feedback. It has changed the once basic ‘Marketing Plan’ into the multifaceted ‘Integrated Marketing Communications Plan’.

However, the value of these new tools varies greatly from industry to industry. Marketing on Facebook, Instagram, Pinterest and other similar social media may prove highly effective for a consumer goods marketer while falling on deaf ears for the business-to-business marketer.  And it is here where technology has made the marketer’s job much more challenging. While the growth in the scope of communication tools is a positive evolution, it has fragmented the marketer’s target market and created much more clutter through which the marketer’s message must penetrate. In effect, requiring marketer’s to re-find their customers and learn how those customers want to be communicated with through these new communication tools. While market research can help with this challenge, in some cases it may come down to trial and error.

Have you found technology’s new communication tools a worthwhile addition to your marketing plan or a strain on your marketing budget? Read more here

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