Technology has evolved drastically throughout the 21st century, providing new ways of conducting business and, in particular, impacting the field of marketing. Most notably, day-to-day activities, such as internal communication methods and data storage, have changed. However, much more impactful outcomes have also resulted from developments in technology.

Iain McConnon, an award-winning entrepreneur from Dublin, Ireland, who has launched multiple start-up companies across several verticals over the last 20 years, is familiar with these changes. As a specialist in mobile telecoms, digital and online advertising, mobile apps and mobile operator billing, Ian McConnon knows first-hand the impact that technology has had on all business activities, including marketing. He shares his insight into how technology has impacted the field of marketing and how marketers can adapt.

Targeting

Technological advancements have brought about significant changes in targeting capabilities. Marketers are now able to collect more specific data about target markets and possible new markets. This data can be used to much more accurately target ideal customers.

Marketers should no longer have trouble researching and identifying an ideal market, as this information is now abundant. However, it is what they decide to do with this information that is important and requires additional skills and experience. Iain McConnon suggests that marketers in this day and age need to be savvy and creative when implementing the data. Properly using this information is necessary in order to see any return on investment from their targeting efforts.

Ways to Connect

With changes in technology, there are now more ways than ever for marketers to connect with their customers and potential customers. New platforms for communication, as well as sales, have been developed. These include platforms like social media and e-commerce sites. Iain McConnon proposes that by taking advantage of these new ways to connect, marketers can increase their bottom line by improving sales and customer retention.

Personalization

Technology has also brought about the possibility of extensive personalization in advertising and marketing. Iain McConnon notes that with the ability to know more about their customers, marketers can personalize ads and strategies to better reflect the likes and dislikes of their target audience. In addition to customizing promotions, marketers can also use this information to tailor prices and even products for individual customers.

This, however, leaves marketers with a much more complicated task. Delivering a captivating message alone is no longer the precursor to success. Marketers must now also consider where, when, and how their message is delivered. Presenting the message on the wrong platform or in the wrong format can lead to decreased engagement and a much less successful campaign overall. With the wealth of content available online, marketers must also be savvy when it comes to breaking through the noise. Creative, shocking, and entertaining content is a necessity when it comes to cutting through the clutter online.

Building Relationships

Consumers these days want to have a relationship with the brands they buy from. With the help of new technology, consumers are constantly in contact with the brands they love and on top of everything these brands do. They want to see that the brands they support reflect their values and beliefs. Therefore, building trust is now more important than ever before. Iain McConnon’s take on this is that marketers must adapt their messaging and incorporate experiential marketing in order to promote growth and retain sales. In other words, marketers must connect with their audience on an emotional level. The outcomes can be significant for those that are able to do so. In fact, it has been shown that brands that build an emotional connection with their customers see up to 10 times the return on their investment.

Building trust with consumers not only impacts sales but also employee relations. Companies that build strong, trusting relationships with their audience also see improved employee recruitment, productivity, and retention.

Costs

Costs related to the use of technology have undoubtedly increased. However, while these costs have gone up, traditional marketing costs have decreased in many cases. Television commercials and print advertising, for example, are a thing of the past for many companies. Iain McConnon believes that the increased costs of technology are justified, as the investment will undoubtedly increase revenue for those companies willing to adopt new technologies.

Iain McConnon on Measuring Success

Technology, in addition to creating new ways to share messaging and new strategies for advertising, has also, consequently, resulted in new ways to measure success. Marketers now have new and innovative ways to learn from and improve their campaigns. Analytics information is valuable and, when utilized correctly, can help marketers greatly improve campaign outcomes and their return on investment.