Marketing in the 21st century is very different from its early beginnings. Today's marketers have more choices in terms of support, media opportunities, and communications. They also have more competition from varied sources, especially as the Internet has made it possible for companies around the globe to compete virtually.
More Communication Choices
The 21st century offers many choices for marketing communications. Companies still have access to traditional tools, such as newspapers, radio, and television, but also have a wide range of online tools, including social media like Twitter. More choices are a good thing; they present opportunities to connect with more people in different ways than ever before. More choices also represent challenges, however. Staying on top of the many options available can be time-consuming and sometimes costly.
More Creative Options
Technology has offered not only more options for sharing marketing messages, but more selections for creating these messages as well. Today's marketing personnel can use a range of tools to enhance communications through graphics, sound, and movement. Inexpensive video cameras mean marketers can create do-it-yourself media that saves both time and money. Be careful, as the quality of created materials needs to be consistent with the desired brand image.
More Consumer Choices
More consumers choices in the 21st century means more competition for businesses from many sources. The Internet, in particular, now allows even the smallest organization to establish a regional, national, or even international presence. Competition now comes not only from the business across the street, but also from across the world.
Social Media Streamlines Word-of-Mouth
Word-of-mouth has always been an important factor in successful marketing efforts, but social media makes this method even more of a factor, especially an outlet such as Twitter. Consumers have the ability to interact with millions of people in the 21st century, in sharp contrast to the days when information was shared over the backyard fence.
Tried and True Marketing Techniques Still Work
Despite the many new opportunities available to marketers in the 21st century, tried and true marketing techniques still work. Ultimately, successful marketing is about identifying a target market, understanding its needs, and communicating the business' compelling messages through multiple channels. These marketing messages all convey how consumer needs can be met by the business' products and services.
