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Marketing or Communication: What has Internet really changed?

We all have witnessed a number of changes throughout our lives- Change in weather, change in fashion, change in the way we live, change in the way we communicate with each other, change in the way we find information and the biggest of the lot is change in the way we buy. In this Blog we will look into how the Internet and Social media have modified the marketing practices. These new channels open new doors of interaction with existing and potential customers. And now it is up to the marketers to efficiently use them.

Multiple sources of information, better-informed customer

In recent years important changes have had an impact on the way information reaches out to people and Internet has played the biggest role especially for marketers and how they can make an impact on their potential and existing customers. Today, an organization is no longer the only source of information for consumers. The Internet provides an enormous potential for looking up information as well as the possibility to interact with peers. The brand itself, other users of a product or a service.

Internet has changed our customer interaction

While customer communication has always been one of the key targets of any marketing strategy, the advent of internet has meant huge shifts in how marketers can communicate with customers. It has also impacted the way marketers are conceptualizing their strategies and the choice of their media vehicles to deliver their message.

A few key facts before we go ahead:

How Internet influences the buying process?

  • Online reviews impact 67% of respondents’ purchasing decisions.
  • Millennials listed word-of-mouth and search engines as the two most important influences. .in their purchasing habits.
  • 64.6% of people click on Google ads when they are looking to buy an item online.

 

How Internet has changed the conventional and traditional way of selling?

  • Only 47% of the buyers today want to talk to a salesperson
  • Only 34% of the buyers feel information shared during the buying process is relevant
  • Only 15% of the buyers feel their meetings with salespeople are valuable
  • See reference {1}.

 

How social media grows in importance?

  • 28% of all online activity is spent on social networks.

 

Effectiveness of traditional media versus Internet

We can all agree that the rise of the Internet has changed the way customers look for and get what they want. Although the traditional forms of marketing such as newspaper, TV, radio etc. have not completely lost their sheen yet they have become less effective.

So let’s take a look at what exactly internet has changed in Marketing:

Content is the king

Everything that is shareable, likeable, visual and interactive is today an integral part of any marketing strategy. However, this is not enough: high-quality content is a must to any brand that wants to ensure a greater credibility and increases its chances that customers will spend their money on them.

Cost of Advertising

One of the great advantages of the Internet is the drastic reduction in cost. With traditional forms of marketing, a lot has to be spent on design, production and distribution and this with a much harder to calculate (and justify) effectiveness and Return on Investment (ROI). On the contrary, with internet it has become easier and at the same time much more cost efficient for marketers to connect with a large audience. It is also easier and fast to modify content and adapt strategy in order to better match the response of the target audience.

Data collection, interpretation and taking action becomes easier

As Dan Zarrella rightly says “Marketing without data is like driving with your eyes closed”. Analytics, insights and other tracking tools have emerged with all online activities and support the marketers in tailoring their strategy for each market.

Response Time

The speed of marketing has changed resulting in faster customer response. Gone are the days when one had to wait to recruit people to go in the field and conduct surveys. Now, customers can immediately respond in seconds and based on their response, the communication content can be tweaked and changes with equal speed.

This works in both ways: customers expect a shorter response time from companies these days. Companies have to ensure they become leaner to stay competitive in the modern Internet age.

Targeted Communication

The guesswork is now out of marketing books. A few years back, the conventional tools only reached to the audience in a certain location whereas, with internet it is possible to target a global audience: all over the world and with their precise location known.

Cross-Channel Consciousness

With such large amounts of information available to consumers and their ability to easily communicate with each other: there is a need for an increased level of understanding about the different channel’s offerings. Nowadays the most successful marketing teams deploy a deliberate channel strategy and are selective on where to publish their content rather than leaving it to chance.

Summary

To conclude, marketing now not only means delivering the right message in a captivating way; it also means delivering the message in the way that audiences prefer to receive it.

So if you are trying to find an answer to ‘how to make customers build a relationship with brands’ the answer is in adopting this change in the best possible way – thus striking a balance between the traditional media and the new ones.

References
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1 Reply
  • Werner Van Horebeek

    November 9, 2017 at 07:53 CET

    Ontging rally new here, but great to see it all together in this overview.

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