The quickly-shifting landscape of the Internet has been influencing the way that products are marketed and sold for as long as the Web has existed. Here’s what to expect looking forward.
Brands become more consumer-centric
Companies can be described as employee-, shareholder-, or consumer-centric brands. The first is primarily concerned with the well-being of its employees; the second primarily concerned with its profitability. Recently, we’ve seen a surge in consumer-centric brands, which prioritize the customer’s needs above all. The globalizing force of the Internet has brought more brands into competition but has also made it easier for consumers to make their needs known, leading to this change.
Social media remains vital
Social media platforms such as Facebook and Twitter remain indispensable tools for marketers, and many companies are branching into other platforms as well. Companies communicate with customers, publically address complaints, and build unique online personalities.
Customers expect instantaneity
With the Internet, information and services can be secured immediately. Modern consumers are learning to expect that speed. Thus, companies across the board are working to find ways to get their products to buyers as quickly as possible.
Intrusive marketing is getting old
Once, brands advertised on the Internet with forms of intrusive marketing such as pop-up ads. But modern consumers are more likely to be irritated than persuaded by such heavy-handed techniques.
Marketers look for niches
Instead of marketing their product to everyone, marketers are finding it more effective to go after smaller groups of people. Technology allows companies to single out those that would be most likely to be interested in their product, and consumers respond well to being treated more like individuals.
Cell phones are more important than ever
With an app for everything, people do more and more on their phones–and that includes shopping for products. Finding ways to integrate their products with smartphone technology allows companies to give consumers the instantaneity they crave and gives brands the ability to reach them 24/7.
Social influencers promote new ideas
Social influencers may run a popular Youtube channel, a closely-followed Twitter or a well-known Tumblr blog. They have the reach of celebrities but are by and large trusted as everymen, making them valuable assets to marketers.
Pictures speak louder than words
Images, not articles, make up the voice of the Internet. Pictures and videos take prominent places on social media platforms and news sites. Savvy marketers should think about brand aesthetics and how to translate company values through images
Companies are blogging
Corporations are blogging now. A company blog shares information about products while building an Internet brand. Some companies even try to disguise their blogs to seem to come from impartial sources–although many Internet users aren’t fooled and may be put off by this tactic.
Chatbots
Computers are getting better and better at imitating human speech, leading many companies to invest in chatbots to handle customer service issues. The technology is not quite perfect yet, but it is rapidly improving and becoming more accepted, and we should expect to see it more and more frequently in the future.
John Partilla, CEO of Screenvision, is a marketing industry executive with more than thirty years of experience. He’s held executive positions at numerous institutions after graduating from the University of Delaware with a Bachelor of Arts in Business Administration, as well as earning an MBA from Columbia Business School. Please visit http://JohnPartilla.net, http://JohnPartillaNYC.com, and http://JohnPartillaMedia.com to learn more.