Effective Marketing in the World of Information Technology

It would be difficult to overstate the extraordinary ways that Information Technology has transformed the way we run our businesses. Much of that transformation has come about as a result of how technology has given us tools that can gather and organize vast tracts of useful data to help us manage the promotion and delivery of our products and services. It’s also become the prevailing means that successful business people use to analyze the many facets of consumer behavior.

From the consumer’s perspective, online accessibility and the interactive quality of Information Technology has given the consumer near unlimited resources of information in just about any category imaginable. And it’s permanently changed how we acquire, digest, and transmit that information. In short, while businesses have gotten smarter, so have consumers.

Not only has IT changed how we behave as consumers, it’s changed how we perceive culture and politics. This change has created a large sector of independent buying public who no longer rely on the limitations of traditional media. As a result, a robust market has emerged made up of a new breed of consumer—a media counter-culture, so to speak—that often falls outside of the conventional strategies of the business establishment.

Welcome the new world of the New Media Age.