The Internet Has Changed Current Business Marketing Practices

Name: Institution: Course: Date: THE INTERNET HAS CHANGED CURRENT BUSINESS MARKETING PRACTICES.COMPARE AND CONTRAST THE WAY BUSINESSES MARKET THEIR PRODUCTS AND SERVICES TODAY AND IN THE PRE-INTERNET AGE. Marketing has evolved and turned away from traditional tools of TV and print to predominantly electronic devices. Marketers are attempting to figure out how to use any available technology to promote their brands and products. Technology through the internet has provided the platform for businesses to assert their presence and influence buyers to choose their products. It has been a hasty shift which has revolutionized the industry and prompted marketers to rethink new ways to reach their potential consumers. The modern marketing strategies that have come up in the internet age differ and resemble traditional strategies in various ways. Traditional marketing was pushy and interruptive. Many consumers perceived ads as annoying and deliberately invented ways to avoid them. Because of the available options and nature of the tools marketers had to use pushy and interruptive strategies for visibility. On the other hand, modern marketing adopts a pull strategy that engages with the consumers and understanding their needs. The possibilities presented by the modern technological tools such as social media and search engines avail new ways to approach consumers. Consumers can now be approached in non-intrusive ways through inbound marketing CITATION Bri09 \l 1033 (Halligan & Shah, 2009). Today marketers use big data and design approaches that engage with the prospective consumers based on their web activity and preferences. The approach is not directly intrusive, rather the marketers establish a connection with the potential consumer and lead them to the acquisition of the product or service using genuinely useful information. The target audience in traditional marketing approach could not be accurately determined. Marketers flooded their message to anyone and thus wasted more resources attempting to reach a bigger audience CITATION Kri16 \l 1033 (Moon, 2016). If the chosen avenue was print, a lot of copies had to be printed and circulated to almost everyone. This cost more resources and time to reach them. On the other hand, digital marketing is very specific in its approach and the target market. It profiles a potential consumer and only shows the relevant information to them. Your web activity is analyzed, and the marketers show you the information that you have shown interest in. For example, if you have searched for jeans or visited websites that have information on the same, the marketers start showing ads on jeans products. You could see these ads on your computer whilst your friend with whom you are on the sam...