How Technology has changed Product Marketing
There is nothing new about selling products. Products were bought and sold before the internet existed; they were sold even before any form of currency was invented. What has changed in the past decade is the approach.
With technology kicking in, the entire method of product marketing has changed and has taken a more scientific approach towards it. This new shift has proven to sell more with less effort and keeping the user experience top notch at the same time. The entire designs of such product marketing campaigns are directed towards gaining maximum ROI.
Here, in this article, we will discuss several ways by which technology has changed product marketing for good.
1) Catching Leads:
While every effort is made to improve conversion ratio, it is not easy to sell to a first time visitor. Loyal customers coming from an email list can purchase immediately, but a visitor coming from a search or PPC ad might want to check out other sites. In a position like this, your site is nothing more than just another tab on the customerâ€™s browser.
This is where technology comes to the rescue. With the tools available to a marketer a customer never truly leaves. A lead is almost always caught in the form of dropping an email id, or signing up on a social channel etc. If nothing is left as a footprint by the potential customer, it still leaves a mark in the sub-conscious mind of the customer. This opens up further opportunities of Re-marketing for a later time.
2) Take full control over your customer:
With tools like Google analytics, kiss metrics etc. one can track everything about a visitor that visits your website. These tools can track every action that your visitor is taking on your website. One can launch a pop-up offer if the user makes a mouse action that seems like he is leaving your website. You can check browsing patterns to make your navigation system better, tweak things to improve conversion fix things and make sure your customers donâ€™t abandon shopping carts etc.
3) Manage social media better:
With the development in technology, not only we have sites like twitter, facebook or Google plus, we even have social media dashboards to manage our accounts better. There are a number of social media dashboards like Hootsuite, Cyfe, buffer, TweetDeck, SproutSocial, etc. Each provides a set of features by which your social media management becomes much easier. All of these tools help in marketing and promoting your product easier.
The number one benefit of having so many social networks out there is the opportunity to network with more targeted and influential people. Platforms like twitter and Linkedin are always helpful in making new connections. While all this can be directly used to reach targeted customers and make a further attempt of a potential product sale, these networks can also be used to connect with media houses and get featured in mainstream media. There are some other tools like HARO which are more targeted for building up a media presence.
5) Use all PPC channels:
One of those things about the rise in technology is that there are far more options to promote a business than that were available in the past. Adwords is no longer the single popular platform, facebook ads are equally important now. Even other networks like twitter, Stumble upon and Linkedin have all got their PPC advertisement options for their own networks.
Technology has played a major role in the PPC advertisement systems. Facebook ads for example are allowing their customers to track users like never before. If a user is logged into their facebook account and browse the internet then every single site that has a facebook like button will send a tracking signal back to facebook. All this data can be used to promote your products far more efficiently. You can search about a specific product on Google and Amazon will display its related products in your facebook profile tempting you to make a buying decision.
6) Reputation management:
In a niche like product marketing, reputation management is a key component. There are angry customers, competitors trying to spoil your image, senseless people trying to complain just for fun and they now have social media to do all of this effectively. Anything that is posted on the internet never goes away, they simply remain. A simple Google search can bring out the worst about your company, and if the query is a brand related one then surely the brandâ€™s reputation is at stake.
Technology has changed product marketing for both good and bad reasons. One just needs to stay updated with the latest technology and make sure to apply all the tools that a marketer has at his disposal and make the most of it.