Very few aspects of human endeavor stand still, and this is just as true for marketing as it is for science or social evolution. Marketing in the second decade of the 21st century has gone through a bewildering period of change, and that change is likely to accelerate in the years ahead.
A hundred years ago, marketing was limited to newspaper advertisements and billboards, but the modern business has a bewildering array of marketing options, in terms of the media and communications platforms that they can use to get their message across. At the same time, the intensity of modern business competition has made marketing more essential than ever.
More consumer choices
The most important change in the modern economy is the rapid growth of consumer choice that is transforming every sector of every industry. The days when customers often had few local options are long gone. In the modern world of Amazon Seller Protection and instant online reviews, the customer holds all the cards when it comes to business. Even small companies are now operating in a global marketplace, whether they like it or not, and more choices for consumers inevitably means a dramatically increased level of competition for modern businesses.
Fortunately, the internet also makes it possible for any company, no matter how small, to establish a strong marketing presence, either by calling on the services of skilled marketing companies of the caliber of Digital Brandworks, or through raising the quality of their own advertising practices. However, recognizing that the marketplace has changed and that the customer is now in the driving seat is the starting point for any modern business that wants to advertise effectively.
Awareness of communication channels
In the 21st century, there are many options when it comes to marketing communications. Companies can still use traditional tools, including newspapers and television, but these are expensive, and as younger generations increasingly turn away from traditional media, their effectiveness is reducing.
The most effective advertising these days is done through non-traditional media, such as social media and the wider internet, which offers countless ways to stay in touch with people. It isn’t necessary for every business to master every communication channel, but it is essential to be informed about what is available so that you can choose the most effective means for your business, and so that you are not at a competitive disadvantage when it comes to taking on your competitors.
The modern age has also been marked by a rapid growth in the range of technology available. Technological change is transforming every aspect of our lives, and marketing is not immune to these changes. A modern marketing campaign has access to a wide variety of graphics platforms, sound and other media technology, and the ability to get the best out of this technology can give you a distinct edge in the marketplace. Much of this technology is extremely user-friendly, and there is an array of graphic design packages available to help with every aspect of marketing, from designing a cutting-edge website to coming up with eye-catching online content.
Social media and word of mouth
The most effective form of marketing has always been word of mouth, and now that effectiveness has been amplified by social media. In the 21st century, word of mouth is no longer about local customers sharing good service with their neighbors or family. The modern consumer can interact with millions of people across the globe, and targeting your marketing to the right people on the right social media platforms at the right time can produce dramatic effects. Being active on social media is no longer an optional extra – it is at the heart of most successful modern marketing campaigns.
Don’t forget the basics
The 21st century has undoubtedly seen a transformation in the way that businesses market themselves, but at the same time, it is important to remember that certain fundamentals of marketing remain relevant. Whatever tools you use, and no matter how sophisticated your online operation may be, marketing is still about the core activities of identifying your target market, making sure that you understand what this market is looking for, and shaping your marketing message accordingly through the most appropriate channels of communication.
Adhering to these principles, while exploring all that modern marketing technology has to offer, is the best way to ensure that your advertising remains effective in the 21st century.