How Is the Increasing Use of Technology Changing Marketing in the 21st Century? Essay

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Pages: 11

How is the increasing use of technology changing marketing in the 21st century?


Marketing is a hugely vital tool for any organisation. A department that needs to be run and managed successfully, Marketers need to be extremely vigilant and aware of the constant changes in technology and the different ways that consumers will use various new technology’s to gain information on products. A range of elements will be discussed such as the internet, e-mail marketing and iTV marketing. With the use of online research and reference books to help to consider how new technology is changing marketing in the 21st century.


Internet marketing

Since its beginning in the 1990’s the internet has revolutionised the way
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This is supported by (Rohner, 1998, pg 174) who states “Technology has moved society into an on-demand environment, in which the internet makes content readily available to the consumer.”

For example, in the past, consumers would see an advert on the television or in the newspaper. Depending on the time of day, their option would be to go to the store to look at the product and possibly buy it, or wait for the store to open. Today the time of day does not prevent the consumer from finding out more information. Now when the consumer sees the advertisement, the advertisement will direct the consumer to a website where on-demand information is readily available and the choice to purchase that product and have it delivered to their home, without having to leave their homes.

To become loyal to a particular brand or company, consumers require the online companies to be reliable, trust worthy and honest. This can be achieved as websites can increase interaction between the company and the consumer to reinforce loyalty.

“If the consumer can be entertained and informed, and enjoys coming back to the site, the brand values and image are enhanced.

Loyalty is clearly a big issue for organisations, trying to generate repeat business. As in any