Impact of Digital Technology on Marketing Strategies

In: Business and Management

Submitted By acortez1
Words 2799
Pages 12
Impact of Digital Technology on Marketing Strategies

Consumer Behavior
MKT 625

October 11, 2011

Impact of Digital Technology on Marketing Strategies For companies, large and small alike, the term “keep up or get left behind” is an absolutely relevant one. In this fairly new era of constantly growing and evolving technologies, it is crucial that marketing departments adjust their strategies in order to incorporate an effective digital technology component into their overall marketing strategies that will enhance overall market relevance and success in meeting the needs of the new generation of technology savvy consumers. The following pages will analyze the crucial significant impact that technology plays in understanding consumer behaviors, the shift in consumer behavior, the importance of a balanced integrated marketing strategy, the benefits of technology and finally it will identify opportunities and support the concept that a brand can continue to hold its positioning while modifying the technological delivery platform and incorporating it into to their overall marketing strategy, thus remaining a viable brand in the eyes of today’s consumers . It seems as though it was only a few years ago when consumers were overwhelmed by the amounts of increasing technology looming over head. Many consumers were intimidated by the amount of technology based options that were becoming available to them at increasingly rapid speeds and so just keeping up was a daunting task for most. Many Grandparents often were not even remotely interested in e-mailing, searching the web or even using or owning a cell phone. Today, of course, the intimidation factors, anxiety levels and lack of interest associated with digital technology has vastly changed. Consumer behaviors have nearly completely shifted and it seems as though it has infiltrated nearly all consumer…...

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