MARKETING EVOLUTION
MARKETING
AGENCIES AND
CONSULTANTS ARE
STILL RELEVANT
By Marion Wakahe
W
e’re living at a time when
digital technologies have
shifted the manner in
which people engage in business and
marketing has most definitely not
been spared. The digital space has
given businesses (especially small
businesses) a level playing field in the
realm of marketing products and/or
services.
Specifically some things that
businesses can now do that were
previously almost impossible because
of the advent of technology include:
Undertaking digital marketing
campaigns at very reasonable
costs: Business owners already
have a social circle that they can
exploit to share product and service
offerings. In addition to this, because
the digital space favors targeted
communications, businesses can
be sure that they are reaching their
targeted audience with their product
offerings.
Being able to measure the effects
of communications and easily
tweaking for improved results:
Because of the numerous software
packages available such as Google
Analytics, business owners can easily
monitor the effects of their marketing
communications and quickly adjust
where necessary.
We’re now living in an age where
the excuse of, “I know half of my
‘‘ Information can now be availed within the
periods most preferred by the business e.g.
weekly, monthly, etc. Businesses can then
derive insights from information availed to
improve communications.’’
30 MAL 11/16 ISSUE
marketing budget is wasted, I just
don’t know which half ” is no longer
tenabl e.
Reduced costs of outsourcing:
Technology has made it possible for
organizations to do more marketing
activities in-house because softwares
such as Sprout Social has taken up
the baggage of monitoring online
activities. Information can now be
availed within the periods most
preferred by the business e.g. weekly,
monthly, etc. Businesses can then
derive insights from information
availed to improve communications.
Actively engaging with, listening
to and responding to stakeholders:
Social media platforms for example
allow businesses to engage with
stakeholders and receive authentic
unbiased feed-back about their
product offerings. Though these
truths may seem hard to swallow it
gives businesses the best chance to
improve.
With the advantages presented above
it may appear as though marketing