Devoted to online marketing, viral marketing, and web marketing

We have talked a lot lately about the numerous trends that are resulting from the continuing innovation in technology. It not only provides opportunities to increase our customer bases, but also challenges us on how to use it and on how much we should use it.

One of the major things to learn though is that technology isn’t some type of magic bullet that makes everything ok. It is nothing more than a tool. Sure we have to look at what the various demographic groups are doing with it, and using it for, so that we can think of ways to get our message out to them; but still it is only a means to an end.

Believe it or not billboards at one time were a new technology. And to this day are still a strategy that is used to get messages to potential customers. But to fall in love with billboards and never go beyond them because they were at one time the “next big thing” is naïve at best.

The greatest thing about technology is that it isn’t necessarily built for the purpose of business and its use, but in the way we’re talking here, it is the technology that consumers use for what they are interested in. Our job is to find out ways to use it to reach these customers without them feeling we are endlessly intruding upon their lives. 

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In other words the technologies main purpose was for consumers, not initially for business to reach consumers with. We simply follow the trend that consumers are interacting with so that we can get our message to them. 

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Every new technology will present us with this challenge. There is never going to be a day where there are only a couple of ways to communicate anymore, it is only going to proliferate. 

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Beware of all the technologies, but remember that it is not the technology that is providing the new opportunity, but that consumers are using new devices for different purposes, and are now no longer able to be contacted through one means only. Communication is more segmented than ever. 

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It is adapting to technology, and using it within the parameters desired by the end-users, that is important for the marketer; those who learn how to will explode their sales and profits.