Ways Technology Has Transformed Marketing

Conventional marketing channels like print and broadcast continue to be valuable ways for businesses to advertise. The internet, mobile phones, and digital displays have also provided new channels for marketing. A number of technologies have also developed with the increased use of these digital marketing channels. Here are a few tools and technologies you should know about.

The Internet of Things (IOT)

With internet connectivity, sensors, actuators, and software being built into things we use in our daily lives, including vehicles, home appliances, and buildings; there’s a lot of data being generated and transmitted. Aside from a host of benefits and the convenience IOT can afford manufacturers and users, these connected devices are also changing the marketing landscape. The variety of built-in technologies can even make products capable of marketing themselves through apps such as Fitbit, Diageo, Amazon Tide. These can also drive up sales and provide a host of useful information to retailers and manufacturers in real-time.

Search Engine Marketing

Search engines are the starting point for thousands of users looking for products, services, places, and information online. They use a variety of criteria to rank websites, and their content and the highest ranked sites tend to get more traffic. It is no wonder that gaining a good ranking is so important. Search engine marketing includes the use of paid ads and search engine optimization (SEO). Tools largely used include Google Adwords, Wordstream, KWFinder, Ahrefs, Long Tail Pro, SEMRush, Moz Pro, and Majestic. Some of these technologies are used by individual businesses and internet marketing companies such as Sacramento SEO companies.


An important need for businesses is to determine whether their investments are bearing any fruit or if their money is being wasted. In earlier times, tracking the performance of adverts, technologies and channels used to be difficult but not so anymore. Today, smart businesses are able to get this information much more easily with the help of the various tools and software. Leading tools being used nowadays include Google Analytics Ahrefs, SEMRush, Alexa, Kissmetrics, and Adobe Analytics. These tools are free, paid or have both free and paid versions. They provide information such as the number of website visitors and bounce rate.


Businesses invest in marketing to attract people to their website with the expectation that these visits will end up in revenue-generating actions. A typical problem faced by businesses is that people visit their websites, but don’t take desired actions like buying products. Luckily, there are tools to assist in optimizing conversion rates. These include personalization and A/B Testing tools like Unbounce, ABTasty, and Instapage; in-page analytics tools such as SmartLook and ClickTale and builders for landing page such as LeadPages.

Mobile Marketing

The increased use of smartphones in email access and searches has made mobile-friendly sites a necessity. This is made possible through responsive website design so that the web pages can be resized to fit any device. Responsive design sets the foundation for mobile marketing strategies to be adopted. Companies either design responsive websites that can be displayed properly on any device or maintain separate versions of websites; one optimized for desktop access and another for mobile.

Technology has increased the reach of ad messages, made it easier to implement marketing strategies, and get real-time information and measure returns of marketing efforts. This has been made possible through the above technologies and others, such as email marketing, big data analytics, marketing automation and re-marketing.