There is a particular science group I belong to, and during our usual tech conversations, one of the facilitators made a statement, he said; "the future is digital." Now take your mind down some years back, you will agree with me that almost everything was done relying majorly on manual inputs from humans using physical labour. But now, with the advent of technology, a lot of things have become automated and they run with little or no human intervention. Power of technology. Now, drive it towards the field of marketing, business people are now leveraging on the power of technology to market their products and services.
In today's world, technology is no longer a mere tool, but an instrument of transformation which has shaped the way people now do business. With digitalization, there is now a paradigm shift from the old ways by which businesses reach their customers, to a new way that will tailor their marketing strategies to meet the customers' needs. A few days back, I was chatting with a friend about a particular product that I wanted to buy, and just as I logged into the social media, I saw the advert of the same product. It was weird, though satisfying. Right from my device, I was able to make the orders and got it delivered to my preferred location. Power of technology.
A few years back, businesses rely so much on analog media to market their products - like billboards, fliers, newspapers ads, etc. I am not saying that these media are bad, but relying absolutely on them will limit your reach in this era where everything is gaining online presence. Imagine a business that is marketing their products on newer technologies like the social media - YouTube, Facebook, X, Instagram, WhatsApp, etc, and another business relying solely on billboards and fliers, who do you think will get more reach? Obviously the social media ads. At each second of the day, millions of people are glued on their screens, so you can leverage on this new trend to market your products.
The emergence of technology had made marketing of products and services a lot easier, quicker, more personalized, and would reach wider audience. This is because it gives business the flexibility of having their own targeted audience with the right message at the right time. Among the changes being brought by technology is that it delivers data-driven-marketing. That is, every click, comment, like, etc will be useful to generate data that will be used to personalise the marketing strategies. I remember some weeks back, there was an e-commerce website that was launched and the ads were all over the Internet. What is surprising is the these ads were not just random ads but some very personalized ads that would look like they actually monitored your mobile to know what you want at that point.
In this era, we have witnessed advances in Artificial Intelligence (AI) and how they are influencing our everyday lives. For example Chatbots (like ChatGPT, DeepSeek, Perplexity, Grok, etc) can analyse large data in seconds, which can be used to predict the behaviour of people and can determine their preferences in real time. From my own personal experience from using ChatGPT, I have observed that it has actually learnt a bit about me that it can recall conversations from the past and use it to make inferences about my preferences. Imagine leveraging on this kind of technology to market your goods and services, it will be like communicating with your targeted audience directly.
It is true that these emerging technologies have their downsides. For example, they can create privacy concerns where data from a customer can be divulged. It can also make one to be overdependent and over-reliant on automation. Like now, some people cannot even write a few marketing proposals without consulting their Chatbot. Similarly, it can also be costly to implement on a larger scale. Yet with all these downsides, there are still lots of benefits that can be derived from them to help with the marketing of products and services. With the way technology is finding its way into a lot of things in our lives, a time may come when technology will become so much merged with the human race that the human existence will be hinged on it.
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