How Digital Marketing has Changed Marketing Jobs
It is certain that technology has altered how people now receive, analyse and act to information. With the growth of the Internet in the twenty-first century, constant evolution of smart devices which has made the it easier and swift for millions of humans to retrieve information, find new ways to communicate with brands and companies. As a consequence of the increased communication channels, technology and the Internet have redesigned the role of a marketing manager. A marketing manager's role earlier was confined to providing products and services based on the customer's needs. However, with the advent of technology and its fusion with marketing has made it essential for a marketing manager to keep customers engaged and nurture the relationships with them. So here in this hub, I will address how the role of marketing has not changed with the evolution of technology in the past decade, but what has it changed.
The role that a marketing manager has to play remains the same, however, the dynamics of customer and company relationships, outlook of the industry towards marketing and the approach that is aligned with the updates in technology, have all been overhauled by the developments in technology.
The Changing Dynamics
The growth of the Internet is the single factor which has accelerated the change in dynamics of marketers and consumers. With the use of Internet, a consumer has easy access to a broad range of data and content from the remotest corners of the world. A click of a button can help a consumer find information regarding a product, service or a company. A consumer can easily compare products, find the cheapest option available, go through user reviews along with the capacity to interact and take feedback from other buyers. As per a recent study, more than 64% of the buyers search for product information before they actually go ahead and buy a product that they want.
Also, Internet users are not only consuming content they are also creating as well as sharing with the community to transfer information and knowledge. Social media platforms, such as Facebook, Tumblr, Instagram et cetera help them assemble feedback about a product from other users. Today, a stain on a company's online reputation can cause huge monetary losses. A customer's rant, which could be in textual or a video, can tarnish its image, with common hatred towards a product or a company, living in the minds of millions of its customers. As a matter of fact, 35% people are influenced to buy a specific product through social media channels. Earlier, customers were made to gullibly buy sales pitches and fall for lies, from kilometers away. However, this has been done away with, customers are not easy goats and they believe in what other customers on online communities have to say.
Now the focus has moved more towards brand integrity, as brands are now regarded as commodities, which act as a hindrance for a marketing manager. Creating a product and hard selling it to the customer does not work anymore. Marketing as a function is more about listening to customers, devising new mediums to converse with them, making the communication more personal, along with high value products which are easy on the pocket and have left their competitors way behind. Technology has made a consumer more aware and conscious when it comes to making decisions regarding a purchase.
Integration of Functional Areas
Marketing jobs were known as one of the key functional domains of an organization, which includes, finance, operations and management. Marketing jobs are now regarded as a fixative which makes a company stay together. Marketing jobs also cover the responsibility of making sales projections, production planning and budgeting. These are the same marketing jobs which were earlier associated with projections which were derived after conducting analyses of customer trends and demand along with conducting research to create new products.
Technology has overhauled this cross-functional role, with the easy access to information with the use of smart devices and digital technologies, customers do not wish to be bothered by marketers.
Customer's now can seek information, contact a company through online and offline mediums. The professionals and the technology now serve as point of contact for customers. They serve as reliable sources of information allowing organizations to develop consumer database and typesets. These are further used for sending tailor-made messages, products and services, which they can sell to their customers based on the customer database that they have developed.
With technology in the hands of every customer, the functional domains of marketing, customer services, the product has all fused together into one. Marketing jobs are responsible for nurturing customer relationships, bringing together all the departments with the marketing function. With the increasing popularity of Customer Relationship Management systems, has helped marketing professionals to retrieve information from this point of contact.
In the coming years, don't be the surprise of you witness that marketing jobs are now drifting towards more of being more of a technical role. Businesses are now relying more on the use of technology, to collaborate for greater revenues and market penetration. With the evolution of newer technologies like, LTE, 4G and smart cities in India, along with the urge to consume information wherever we are, shall drive the focus of marketers away from the traditional marketing mediums to mobile technology. As per a recent study which has estimated that the mobile application industry will rise up to USD 15 Billion. Hence, marketing will not only be responsible for creating content but will also need to optimize it for mobile platforms. This shall also make conventional marketing obsolete in the coming years, and marketing jobs will be for those who are technology friendly and can remain on the curve of learning as technology is highly dynamic with constant updates. One aspect of marketing jobs will remain certain, which would be, to develop and nurture long-lasting relationships with the customers along with studying consumer behaviour with the use of technology.