1. THE GREATEST IMPACT OF TECHNOLOGICAL FORCE
ON MARKETING
(Within Last 10 Years)
FEBRUARY 22, 2018
Name - Syed Abrar Ahamed, Sec – A, Roll No. – 10, Sub – Marketing Management I, Course
– BBA(H).
Adamas University, School of Management

2. • Within the last ten years, which technological force has had the
greatest impact on marketing? In what areas of marketing has this
impact been seen?
 We can say that withinthe lastten years, the technological force whichhas
had the greatest impact on marketing is “Digital Marketing”.
 We can say that the impactof “DigitalMarketing” hasbeen seen in all the
variables which are come into “Marketing Mix (especially 4 P’s)”.
Through the following discussion wecan geta clear pictureabout the process
that how “Digital Marketing”, which is a part of information technology,
creates a powerful impact on modern marketing –
Introduction: -
Marketing isaboutunderstandingand meeting yourclients’ needs profitably.
Digital marketing, which is also known as e-marketing, is about products or
services over the internet or via mobiletechnology. Digital marketingenables
small business to compete with bigger business, as any company of any size
can get instant - and usuallyfree - access to a rangeof digitalmarketing tools
online.
Some Digital marketing technics are as follows: -
1. Search Engine Optimization (SEO): -
Search engines, such as Google and Bing, usemathematical algorithmsto
analyze a users’ question or search query in order to provide web pages
that attempttomostcloselyanswerthequestion or relateto the search term.
SEO ensures that your website is constructed in such a way that your
webpagesarereturned first for anyrelevantsearch, since mostusers rarely
look much beyond the first page of search results.
2. Search Engine Marketing (SEM): -
Search enginemarketing isalso known as search engineadvertising. One
sites like Google AdWords and Microsoft AdCenter, you bid for your
preferred keywordsagainstother advertisers. When these words appearin
users’ search queries, your ad appears alongside the search results –

3. usually labelled as ‘sponsored links’ or ‘sponsored results’. Most SEM is
on a ‘pay per click’ (PPC) basis, under which you only pay when a user
clicksthroughfrom an ad toyour website. Thus, SEM isverycost-effective,
since the ad is onlytriggered by relevantsearch terms and you onlypayfor
actual traffic delivered to your site.
3. Social Networking: -
Social networking provides a way to connect people of similar interest,
regardless of geography, on a website. A wide range of social networking
sites provide networking tools for individuals and for business, depending
on the site, as well asoffering a platform for friends and familyto keep up
with each other. Some of the most important sites are as follows –
a) Twitter: -
Twitterstarted in 2006 and gainedmomentum in 2009 when Oprah
Winfery started tweeting. Popular with celebrities and politicians,
Twitterisnow being used by journalists, local councils, sportsclubs,
big brands and small businesses, as well as individuals in all walks
of life. Increasingly, Twitter is being used by business worldwide to
communicate with customers, potential customers and influencers.
Today, Twitter adds value to business in the following ways:
 Twitter raises your company’s online profile.
 Company news can be seen by potential customers as it
happens.
 Promotional messagescan be promoted to a wideraudience
than your existing customers, with the explicit endorsement
of those who retweet them.
 Providecustomer service and gain feedback from customers
on products or services.
 Promote new products.
b) Facebook: -
Facebook is a social networking websitethatallowspeopletostay in
touch with friends and family, current and past colleagues, post
photos online, shareand organizeevents. Started by collegestudents
in the US in 2004, Facebook now claims over 250 million members
worldwide– almostasmanyasthe population ofthe USA, making it

4. (if it were a country) the 4th largest country in the world. Facebook
are used by companies for:
 Creating brand awareness.
 Gaining reviews from happy customers.
 Defusing feedback from unhappy customers.
 Conducting research.
 Testing products and services.
 Recruiting staff.
c) LinkedIn: -
LinkedIn is an online social network, whose aim is to connect
professionals locally, nationally and internationally. Today,
LinkedIn claims 45 million members from over 200 countries.
People buy from other people, not from companies, especiallywhen
they are buying services. LinkedInisan ideal marketingtool for the
solo consultant / knowledge-worker who sells their time, skills and
expertise. Your profile allows you to showcase your experience and
expertise, your recommendations testify to this, and your
connections spread the word.
d) YouTube: -
YouTube is a video-sharing website where users can upload and
share videos. YouTube is owned by Google and videos posted to
YouTube can be viewed via the internet through websites, mobile
phones, blogsand emails. It started as a websiteto share videoswith
friends and familybut, over time, YouTubehas grown to be a place
where brands can promote themselves and smaller companies can
compete with bigger organizations. Video-sharing has many
advantages for smaller business:
 Production costs havedropped dramaticallywiththe adventof
hand-held mini video cameras like the ‘Flip’.
 The cost of adding video messages to a website has
disappeared with YouTube.
 Your message can be shared with millions of people.
 It can save your time and money. Besides that, it is easy to
upload video to news websites through YouTube.

5. 4. Blogging: -
Blogging islikewritinga diary or journal online. The namecomes from a
contraction of ‘weblog’. You can use a blog to share information about
your business online, through a blog. A blog article can be a sentence,
paragraphor page. It can includephotos, videofiles and sound files. This
allows you to post product reviews and demonstrations, as well as
commentsaboutyourbusinessand itsproductsand services. Blogsare less
formal customercommunication than a website. Theycan includeopinions
and reviews and can influence conversations about your company. Blogs
are usually open to feedback, which is a great source of soliciting
customers’ comments, which then (hopefully) positively influence other
potential customers. A blog can:
 Highlight your business’s expertise in its industry sector.
 Share information about latest news or views.
 Provides details on how your products or services work.
 Include instructions, manuals, guides or tips.
 Your information can be shared with a much wider audience –
potentially, new customers – as peoplefind you onlineand send the
link to friends or share via Twitter.
5. Mobile Marketing: -
Mobile marketing is marketing via mobile devices such as phone and
internet. The main advantageofmobilemarketingisthatmost peoplehave
mobile phones, which are always switched on and close to the owner.
Mobile marketing helps us to –
 Acquire new customer.
 Retain existing customers.
 Provide better customer services.
Conclusion: -
Digital applications are valuable tools for reaching a larger audience.
They also show that your ‘companyismovingwithtimes’. Through digital
marketingwecan easilyinteractwithour customers as well asidentifyour
potential customers. Except that we can easily build a powerful brand of
our products or services through digital marketing. To have a successful

6. business, it is important to gather feedback from customers to make sure
they are happy, to identifyany improvementsneeded and find out whether
there is a need for any new products or services. Through survey digital
marketing helps us to gather feedback instantly about our product and
services whichwe provideour customers. But there is alsosome limitation
of digital marketing, like digital tools are particularly useful for reaching
those who born into the digital era. Except that there can be many legal
issues to consider, as compliancevariesaccording toyour location and the
technic used. On the other hand, digital marketing can be wasted on
customers with limited or no internet connectivity. Because you are
dependent on your customers’ technology; their computer and internet
connections are outside your control.