Will technological advances effect businesses...RSS

Customer demand for a personal and easily accessible way of shopping means that many businesses will have to re-think and re-develop their marketing and customer communication strategies.

Traditional days of marketing appear to be over, as technology advances and social networks now dictate the way businesses communicate with their customer base. 

The demand for two-way dialogue between consumer and supplier, has made communication on multiple platforms such as social networks, mobile sites and interactive print (QR Codes) the norm in marketing today. If a business is to survive in the ever-changing digital age, it needs to adapt and meet those demands with an equally suitable digital strategy.

Not browsing from the desktop website, is the first major change to consumer behaviour and one that must be addressed. Although a business should use a desktop website to promote, supply and support consumers in a user friendly and modern way; so to must the mobile versions for smart phones and tablets. 

Worldwide, browsing the web from mobile devices has increased from 4.1 % to 8.04% in the last year (December 2010-2011), compared to the drop in desktop browsing by 3.94%* for the same period. Checking prices, availability, assessing quality, and understanding what other users think, are all privileges a consumer can utilise before they even make contact with the seller; all while at home or on the move.

As smartphone sales grow and evolve, so too will their market share of website browsing and therefore their importance in marketing strategies. Sophisticated website redesigns and device compatible versions will be vital for survival, as the digital age places more and more power in the consumer’s hands.

 *StatCounter – Global Stats http://gs.statcounter.com/

Author: Jennifer Coker

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This story was published on 19th January 2012