White Paper

Amalgamation of Technology and Marketing:

Change and technology go hand in hand. Change is always happened by the intervention of technology. With manifold uses, technology making its own way across the times benefiting mankind. Adopting the technology, people are reducing their manual efforts and making their lives go smooth and comfort. When coupled with marketing, technology has intensified the activities of manufacturers and their channel partners and other business sources. As a result, a close proximity has been developed between manufacturers and their targeted customers. This makes manufacturers stretch their presence in the market with their products and services, which will leave the final impact on growth of sales.

The power of various media and technology enabling every human being update oneself. A recent cross-industry study says marketing organizations, agencies and media companies are finding it necessary to change at an unprecedented pace to meet the new market standards. The study reveals how marketers and their agencies must change in the face of amalgamation of media and technology, which is happening at the same time with the fragmentation and personalization of media, and is changing the relationship between marketers and consumers.

The impact of new media is altering the way marketers interact, target and dispense their marketing message. As the marketplace modified into a digital interactive atmosphere, manufacturers and their channel partners need to change existing marketing system and activities to succeed. Now, consumers not only interact with marketers but they also redesign and share out those messages through global communities.

The marketing fundamentals have not been changed but marketing strategies are getting changed accordingly to meet the timely changed standards. More market penetration, closer customer exposure, instant product information and instant product availability are the leading factors to get customers today.

The Traditional Marketing:
Until the change took place by the technology, traditional systems had been thriving in the market, where there was no such good proximity built between manufacturers and customers. There was a big communication gap between them which had been apparently dividing both of them. The products of manufacturer would be reaching the end customer after crossing many stages like C&F agents, Area distributors, dealers and then retailers. Retailing point was the last but one destination for manufacturers, where the targeted customers found the product.

The saying goes “the rolling stone gathers no mass”, but here the products which were rolling through the above discussed stages until retailers, add some commission at every stage, which would affect the final price of the products. At last, it was the end customer, who had to shoulder the wait. Moreover, there was no proper motivation behind the customers to encourage them for buying the products. In fact, most of the customers were not aware of the manufacturers’ products until they present themselves in a store and unless they enquire for the products with retailers for certain needs. Such poor marketing system was there once that was not at all educating and motivating customers.

Traditional Customer Approach:
Approach of customers in the sense of gathering information prior to shopping was the same as it is now. The self motivated customers were directly going to shop and spending most of the valuable time in gathering the product related information, thus satisfied customers happened to buy the products. Word of mouth was the most powerful tool by which awareness was happening amongst the customers.

Arrival of Media:
To bring the awareness of their products, manufacturers were following some ways of advertising their products using available media such as print media, Radio, etc. But they were able to reach only some sections of people with their efforts. In the course of time, with the advent of television, manufacturers got new ways of bringing awareness about their products by making the customers watch their products on TV screens. This evolution brought revolutionary changes in marketing. Consequently, customers are at least able to aware of the products of manufacturers and the sales growth also considerably increased.

Revolution of the Internet Today:
Electronic revolution has brought rapid changes in every aspect of human life. As a result, moments of life have taken speed. Since the mechanical lifestyle put everyone at brisk pace, depending upon technology to minimize the efforts and to get the things done has become unavoidable for them. Compulsion, force or need or comfort, for whatever the reason, today it is undisputable fact that the internet is commanding the market.

Taking the advantage of internet technology, manufacturers are rediscovering marketing today. Avoiding the many stages that expanded the distance between manufacturer online malls have emerged to serve the customers at lower prices. Customers are enjoying their shopping at multi store shopping malls, where they can collect each and every product under one roof.

Online shopping Stores:
Giving new definitions to shopping, internet enabled web stores are surfaced. This is absolutely reshaping the marketing system, of late. Instant availability of information and instant product availability are made possible by the online stores. This has been resulted in home shopping. At the convenience of home or workplace, shoppers can conduct their online shopping and without stepping out they can receive the products at home. Customers are directly accessing to manufacturers’ products online. Strong customer motivation is made possible that tap the immense potential of market. Thus expanding their online presence by the help of technology, manufacturers put their steps forward that bring them closer the customers. Now, there is no any distance between manufacturers and customers.

Mobile Marketing:
Taking the marketing to more advanced stage, mobile device also getting involved in marketing by marketers. By this turn, any kind of information is made available at finger tips. Shopping activities can be managed by mobile today. Searching for shopping stores, searching for products and searching for company offers, such all things can be done on handy mobile devices.

Thus technology enabled services keeping manufacturers on a driving seat, from where they can interact and motivate their customers without missing any single customers.