A look at how technology is changing marketing and what brands can do to cater to the social consumer of today.

1. How Tech is Disrupting Marketing
image from bizdom.com
The goal of marketing is to help drive products sales. However, we cannot
blindly follow the model of marketing & advertising of the 1960's. Today,
consumers have more access to more information than ever before. As a
result, Marketers and brands do not control the conversation like they once
did. Hitting consumers with ads through television and print and even online
does not have the power that they once did. Consumers are being bombarded
with messages like never before. As a result, their attention span is being
diminished; meaning that unless yourmessage is highly engaging and
valuable to the needs of the consumer; it is likely to be ignored.

2. Traditional marketing is being disrupted by technology. The technology comes
in the form of the internet, mobile, social media channels, publishing
platforms, audio books and video on demand. All of these channels have the
effect of giving consumers instant access to information. As a result,
consumers are looking to brands not to sell their products through traditional
marketing and advertising but to provide answers to their questions. In other
words, brands have to provide a value message and earn consumertrust to get
them to buy.
This marketing disruption is known as information marketing through
content or simply content marketing. As a result, Marketers and brands have
to become the educators or teachers of consumers. To become the educators of
consumers brands have to become the industry resource to consumers;
showing how their products can solve problems and improve the lives of
consumers.
Brands can do this by using an information marketing strategy. This can be
done through creating custom digital and print properties that answer
questions in that consumers have. Information marketing or content
marketing has to provide answers to consumers and shouldnot be a flat out
sales pitch.
During my time in Outside Sales in the dental industry, I didn't sell dental
products, I educated and taught my customers about the products I sold along
with those of my competitors. In other words, I served as an industry resource
to my customers, helping them buy my products that would be a fit. If my
products were not be a good fit, I would not force the sales; I would suggest

3. other products. This is what helped me keep my credibility; allowing me to
earn future business. As a classroom Teacher, I used the same strategy, when
students had questions and when parents would ask me about what resources
could help their children learn better.
As I make the transition, into digital and content marketing I provide
consumers with information through content creation and advice.
Today, brands and marketers need to serve as industry resources for their
consumers, educating them on what products would be best for them. This
can be achieved through information marketing through content or content
marketing. As you can see, marketing is being disrupted by technology into
information marketing or content marketing. For brands to keepup their
product sales, they will need to rise to the occasion and meet the needs of
today's consumer.
How has technology disrupted your Marketing strategy?
Want to learn more about the rise of Content Marketing? View this
documentary from The Content Marketing Institute.
https://youtu.be/dBnpr3pkFlk
About the Author
Dan is passionate about using Marketing to help businesses drive sales. He
has worked on various marketing assignments that include a Start Up,
Political Campaign & a Digital Marketing Conference.

4. Prior to Teaching, Dan served customers as an Outside Sales & Marketing
Representative in the Dental industry. In this role, he taught and trained
Dentists on the company's products and services using a consultative selling
approach. He also supported the company's marketing efforts at industry
trade shows & in the field through lead generation of Digital Technology along
with large Dental Equipment.
He writes and publishes a business blog on the topics of Sales, Marketing &
Social Media entitled Sales, Marketing & Social Media Today.
Dan is seeking a full time marketing role in New York City. He is interested in
roles in Direct, Digital, Content & Social Media Marketing. If your company is
hiring for roles in these areas, contact him directly via a free LinkedIn
Message or email him at Dan@DanGalante.com to set up interviews.