The Technology Train: Get on Board, or Get Run Over
Technology has, without question, changed the way we do business today. Even more important, technology itself changes at the veritable speed of light.
The paradigm has shifted and technology has ultimately put consumers, not marketers, in the driver’s seat. But if you’re not yet considering how to use the Internet and technology to not only grow, but to sustain your business, don’t worry, you’ve got plenty of time. Only 97 percent of consumers search online for products or services they need.
That’s right: 97 percent of consumers head to the Web for the things they want to buy, do, explore, etc. And they’re an impatient bunch. They don’t wait for marketers to push out their marketing messages in the traditional media of TV, radio, print and other advertising venues. And when they can skip advertising altogether (think of your DVR and the commercials you routinely fast-forward through). Instead, they take control and proactively use technology to seek out and find what they need.
The Internet has delivered the world to consumers’ doorsteps. And technology has changed every aspect of how we do business. The Internet is technology. Social media is technology. Mobile phones are technology. Location-based marketing hinges on technology. QR Codes are technology and Augmented Reality is helping make online experiences more real. And data is a product of sophisticated technology. Which of these are you using today in your business?
At the risk of making a sweeping generalization, all businesses want more leads and sales. And technology helps drive leads and sales. A great example of effective use of technology is corporate blogging and other social channels. The 2010 Hubspot State of Inbound Marketing Report noted that 46 percent of companies had acquired a customer from their company blog, 41 percent from LinkedIn, 44 percent from Facebook and 41 percent from Twitter.
Still not convinced? Try this: 34 percent of U.S. companies use corporate blogs today to complement their marketing efforts, and those that do see a 67 percent increase in sales as a result. Fully 77 percent of Fortune Global 100 Companies have a Twitter account and 61 percent have Facebook accounts. Companies are using technology and new media marketing channels to do the unthinkable—they are using them to actually talk with their customers. And, if they’re smart, they’re also listening to them. They listen for what their customers want and try to provide it.
They use technology, including social media and monitoring tools, to talk with their customers and prospects. This allows them to understand their customers’ needs and provide customer service. And hopefully, it also allows them to provide products and services that people want and need. That’s what we’re all in business to do isn’t it? We’re all ultimately in the business of selling more things to more people.
Then there’s data. Data and the technology that can deliver it is a marketer or a brand’s secret weapon—and a critical component of success. Data can deliver exciting opportunities to listen, research, track, analyze and measure in ways that really haven’t been possible before. The most successful businesses today can attribute the integration of data into their operations as a key to that very success.
Let’s talk about mobile technology. There are 130 million new smart phones purchased each year and some 43 percent of consumers access the Internet daily via a hand-held device. We can deposit checks to our bank using mobile phones, pay bills using mobile phones, check in for a flight using mobile phones, scan QR codes that deliver product information and special offers. We get news and information delivered via our mobile devices, manage our inboxes via our mobile devices and regularly make purchases via our mobile devices.
Technology changes everything. And technology isn’t going away. My best advice is simple: Take a hard look at what your business is doing to maximize technology. Make sure your Web site is the hub of your business operations and treat Google like it is your most important client. Because Google is the technology that will ultimately deliver customers and prospects to you. Consider how consumers use technology. Make it easy for them to find you. Make it easy for them to understand what you do or sell. Make it easy and interesting for them to buy from you. If you’re doing all of that, you’re well-positioned for success 
Shelly Kramer is the CEO of V3 Integrated Marketing in Kansas City.
P | 816.200.2520
E | shelly@v3im.com
Return to Ingram's April 2011