Digital Marketing Initiatives Owing To Technological Improvements

"With a million resources at the click of the button, the consumer is now the focus of marketing campaigns, instead of the product. Consumers are smarter than ever before, continuing on the trend that we've seen through history; and don't respond to obvious product placements; instead, they respond to more authentic forms of marketing"-Ana Gotter.

The age of the customer is here, personalisation and consumer context are now ensconced in every marketer's lexicon. Certainly, the single biggest driver of digital transformation is customer experience. Experts agreed marketers need to create better targeted, more relevant and contextual communications, and work together to create better consumer engagement.

The digital age has altered how businesses market their products. It has completely altered the playing field so companies have to tailor their strategies to reach their customers. Marketing is a field dominated by those with the foresight to plan ahead, anticipate changes, and jump on trends before your competitors do. If you want to be at the forefront of digital, you need to be innovating all the time and being aware of what trends are coming up.

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 objective of this paper is to discuss the recent marketing trends owing to technological improvements and digitalization. The main focus is to understand the new marketing methodologies and strategies adopted by marketers in content marketing, social media marketing, etc due to technological advancements. The paper intends to throw light on the recent trends marketer must keep an eye on in year 2017 and device their marketing strategies accordingly.