Modern Marketing Techniques - Term Paper Example

Modern Marketing Techniques Introduction The concept of marketing has changed in the modern business situation. This is because the access of information by the consumers has greatly taken a new dimension. Technology has played a greater role in terms of transfer and access of information. Most consumers rely on the internet when searching for information about companies regarding their goods and services. A good number of business organizations have resolved to adopt the modern marketing techniques which have proved to be efficient (Keller, 2009). The increase in competition has also played a role in terms of changing the marketing techniques. All the companies face stiff competition due to the increase in the number of rival companies. The demands of the customers have also changed and hence the issue of the modern marketing techniques by most companies. The paper critically discusses the modern marketing techniques used by organization in a bid to win the customers. Discussion Search Engine Optimization The purpose of using modern marketing techniques is to enhance growth and development of a business. The techniques ensure that the needs of the customers are met. The use of information technology is one of the main techniques of modern marketing. Most companies always utilize the concepts of online marketing. Advertisements are usually done online due to the high number of people who use the internet (Oster, 2011). During the packaging of good, most companies indicate their websites on the packaging materials. This is aimed at ensuring that the clients can know more about the company and also the products and services of the company. Using articles that contain hyperlinks of the company is aimed at ensuring that the company is able to advertise its products using the internet. This concept is also commonly referred to as search engine optimization (SEO). This technique is becoming quite popular and it has replaced some of the past methods that are used for advertising and marketing. The access of information regarding a company has therefore been made easy through the use of search engine optimization. This has also ensured that the companies have all the information regarding their products and services on the internet. It is thus possible for the clients to obtain the information of a company easily whenever they want. It is evident that the modern techniques of marketing improve efficiency as well as convenience to the customers (Chen, et al, 2011). Social Networks The social networks are increasingly becoming common among many people in the world. This is due to the increase in the access and use of the internet. Simple devices like the mobile phones are also progressively becoming popular among most people. Mobile phones are able to access the internet and hence the increase in the number of people in the social networks. Most companies have taken advantage of the social network to advertise their goods and services. The main advantage of using the social networks is that a high number of people are able to access information. It is also cheap to advertise using the social networks. This is therefore an efficient method of marketing and it plays a substantial role in terms of ensuring the growth and development of the business. The social networks are also efficient in terms of determining the rate off success of products and services. This is because the social networks enable the customers to interact with the companies that provide the goods and services. This is important in terms of determining the response of the customers towards the goods and services in the market. Modern marketing technique is also important in terms of ensuring that the companies can make improvements on their products and services. The modern marketing technique therefore plays a significant role in terms of making sure that the customers are able to communicate directly with the business organizations (Gimmon, 2009). E-marketing E-marketing is also important concept of modern marketing. The use of the e-marketing also involves the use of online methods during marketing. The uses of the online concepts of marketing have been made popular due to the popularity of the internet and the online payment methods. E-marketing therefore involves the use of electronic means of marketing. The use of emails and mobile marketing has enabled most of the companies to participate in the online marketing. Companies usually sent emails to the potential clients concerning their goods ands services. This is thus important for the purpose of ensuring that the clients are able to access the products and services of the company through the internet. E-commerce has also played an important role in terms of establishing the modern marketing techniques. Carrying out business and transactions through the internet has thus enabled the companies to engage in marketing techniques through the use of the internet. This has reduced the need for companies to carry out marketing using the manual methods which are no longer effective and are costly. It is this evident that e-marketing is one of the modern marketing techniques which are increasingly becoming popular. The concepts of e-marketing therefore play an important role in terms of reducing the cost of marketing. It is also simple to carry pout since it only requires the use of the computers and the internet connection. This is unlike the past where a company had to use manual methods which involve a lot finances as well as a high number of employees (Strauss, 2009). Interactive Websites The use of interactive websites is also important in terms of ensuring the success of the marketing techniques. This is one of the modern techniques that involve the interactions between the management of a company and the customers. The managers can engage the customers in forums for the purpose of establishing the requirements of the customers (Smutkupt, et al, 2012). This modern marketing technique is useful in terms of ensuring that the company is able to satisfy the needs of the customers and ensure that the products are improved depending on the needs of the customers. It is also important to note that the use of interactive forums plays an important role in terms of creating confidence among the customers with regard to the products of the company. Interactive Websites as a form of marketing technique is also significant in terms of ensuring that the company is able to inform the customers about the new products that it is planning to launch or a new product that it is developing. This is important in terms of ensuring that the customers have information regarding the operations of the company and the quality of the products. Through the interactive forums, the company is in a position of determining the success of the products. The response of the customers is usually quick through the interactive forums and hence enabling the company to make proper decisions regarding the goods and services being offered. It is thus evident that the use of the interactive websites is efficient in terms of collecting information and interacting with the customers and hence its ability to respond to the needs of the clients (Bednall, 2011). SMS marketing The increase in the number of people using the mobile phones has played an important role in modernizing the marketing methods. The use of short messages is increasingly becoming common in most of the companies. The use of short messages has been utilized by most of the companies in terms of contacting the customers. This is common when a company has a special offer or has developed a new product. Through the advancement of the modern technology, it is possible to send a single message to thousands of people at once. This method is quite economical in terms of cost and hence enabling the companies to reach a wider audience. This concept of modern marketing has been used commonly by most of the companies in the world. The messages are simple and convenient to the customers. It is also important to note that the customers are not charged for the messages and hence its reliability. This modern marketing technique is easy to use and it has the potential of reaching a high number of people at once. This modern method of marketing is cheaper to use and it can be utilized by small and medium sized companies. This technique is thus cheaper as compared to the other techniques of the other marketing that were used earlier. It ensures that the customers are able to know of any offers or new products that a company has developed. This is technique also takes a shorter time as the manual method like the use of the print media may only each a few people and it is not convenient incase of an offer. The use of this technique is convenient and has been enhanced through the use of modern technology (Genin, et al, 2009). Conclusion In conclusion, the modern marketing techniques have played an essential role in terms of ensuring the success and growth of a business. Through the use of the modern marketing techniques, the customers are able to know about the products and services of the company. Through the use of the search engine optimization, he customers are able to know more about a company and its products and services. It is also evident that the social networks play an important role in terms of ensuring that the companies can advertise their goods and services. The use of the SMS and the e-marketing are also vital techniques that are enabled buy the technology. The interactive websites also enables the customers to interact with the customers and hence enabling the marketing process. It is thus evident that technology has played greater role in terms of enhancing the modern marketing. This has also improved the prospects of most of the companies. List of References Bednall, D 2011, The web in marketing: information cue usage in two commercial domains, Marketing: Shifting the Focus from Mainstream to Offbeat (pp. 1-6). Promaco Conventions. Chen, C, et al, 2011, The exploration of internet marketing strategy by search engine optimization: a critical review and comparison, African Journal of Business Management, 5(12), 4644-4649. Genin, E, et al. 2009, The Effectiveness of SMS-Marketing versus Traditional Marketing Communication, In 8th International Conference Marketing trends, Paris. Gimmon, E 2009, Social networks and marketing cooperation in entrepreneurial clusters: An international comparative study, Journal of International Entrepreneurship, 7(4), 281-291. Keller, K 2009, Building strong brands in a modern marketing communications environment, Journal of Marketing Communications, 15(2-3), 139-155. Oster, S 2011, Modern competitive analysis, OUP Catalogue. Strauss, J 2009, E-marketing, Pearson Prentice Hall. Smutkupt, P, et al. 2012, Mobile marketing and consumer perceptions of brand equity, Asia Pacific Journal of Marketing and Logistics, 24(4), 539-560. Read More