How Technology is Changing Marketing

5 Ways the Marketing World has Evolved

[A Guest Blog Post for Ripl Customers]
By: Mia Clarke | Content and Community Team at Userful.com

Evolving technology has helped the world become entirely interconnected. The impact of that connection can be seen in the field of marketing as traditional methods are rapidly replaced by modern alternatives. These new marketing tactics play a vital role in improving the world by providing both business owners and customers with new and satisfying options to consider.

Significant technological changes have occurred in recent years which have brought corresponding changes in the ways of marketing. Let's examine a few of them more closely:

1. Social Networking

Facebook, Twitter, Instagram, YouTube, and Snapchat are just the current social media titans. Almost every week, there's a new social platform quickly spreading across the Internet with people everywhere rushing to join. For modern businesses, establishing a presence on the social platforms that their customers enjoy is an essential component of their marketing efforts, because they play a vital role in both visibility and success. Considering that 71% of consumers who have had a good social media service experience with a brand are likely to recommend it to others (Source: Ambassador), businesses of all kinds need to prioritize their social media resources to find and connect with their customers directly.

2. Professional Networking

In addition to business marketing, new technologies have changed the ways individuals market themselves too. People can now make profiles and connect with other business owners in shared geographic spaces or related industries on LinkedIn or Facebook Communities. Exploring networking channels like this can bolster your contact lists and expose new business opportunities that would otherwise remain unseen.

3. Local to Global

Technology has made global communication much easier, but it's effect on a brand's marketing can be positive or negative. For example, if a brand receives reviews from a small group of vocal customers in one specific place, the news (good or bad) can easily spread to consumers around the world in a few days. In today's digital marketplace, with higher levels of transparency than ever before, smart marketers have to be keep a global perspective across all their communication channels.

4. Evolution of Data

The process of collecting data has similarly been transformed by technology, with companies now being able to quickly gather information about who their customers are from a variety of new sources. Knowing where a customer lives, what they want, or what they value most can easily be used by a company to calibrate their products, marketing, or culture to increase resonance and relevance with customers.

5. Emerging Platforms

Traditional marketing methods are quickly being replaced as consumers opt for new alternatives. For example, people used to watch their favorite shows on television because that was the only available medium, but now with the help of technology those same viewers can watch on their smartphones, tablets, and laptops. Companies trying to market themselves to "screen-viewers" have to be ready to explore fresh and different mediums like YouTube or streaming platforms to get in front of their desired audiences.


Technology has changed (and will continue to change) how marketing looks and works. These changes have made consumers more aware of what is being offered and opened up new tools for businesses to try with their audiences. Companies are now better empowered to find the best solutions for their specific customers, rather than just an easy or quick one. The ways that technology has made that possible is truly remarkable.


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Mia Clarke is part of the content and community team at Userful.com, experts in all things video wall and display solutions. When Mia is not spreading the word about video walls, she is often found discovering the great outdoors, walking, or cycling.




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Jon Aiken

Jon is the Communication Manager at Ripl, which means he writes and/or edits pretty much all day. Fortunately, those are two of his favorite things to do, so he's stoked. Also, dinosaurs!

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