Changes in Marketing Over the Last Ten Years

This paper explores the transformations in the field of marketing over the last ten years, including the impact of digital strategies and technological advancements. It discusses the evolution of marketing from traditional platforms to digital applications, the role of social media and internet in connecting customers and marketers, the use of advanced marketing tools and techniques, and the need for strategic investments in the era of media clutter and competition.

Running head: MARKETING
MARKETING
Name of the Student
Name of the University
Author Note

1MARKETING
Introduction
The concepts and application of marketing has transformed from the traditional
platform to the digital applications. The purpose of the paper is to depict the changes in the
field of marketing over the last ten years (Baker, 2016). The paper will present the functional
areas which experienced transformation in the phase of evolution of marketing.
Body
Marketers are using the application of digital strategies for increasing the revenue and
presence of the company on a broader scale. In the range of ten years. Marketing has evolved
along with the growth of technology (Kingsnorth, 2019). Online applications have become a
significant influence in the way consumer choose a company or brand. The use of technology
plays a significant role in assessing the preferences of the target audience and well as build
specific desirable behavior for the brands. The field of marketing has experienced significant
transformations in the presence of social media and internet Kingsnorth, 2019). The
technological advancement in the field have connected the customers and marketers from all
around the world by eliminating the restrictions of traditional tools of marketing. The
transformation can be reflected from door-to-door advertisements/marketing to telemarketing
and finally over the digital platform. The year of 2019 reflects the era of online and digital
marketing, which allows the factor of convenience for the consumers and increases the reach
for the companies or brand.
The tools of marketing are becoming more advanced and smarter. The values offered
by the new marketing tools are utilized by the marketers through the use of email campaign
software, online survey tools and social media marketing platforms (Erevelles, Fukawa &
Swayne, 2016). Traditional email marketing techniques are transformed to the application of
the tools of marketing automation.

2MARKETING
Social media can be considered to be the biggest influencer in the businesses in the
last 10 years as it contributes in building brand awareness, revenue and customer base.
Another evidence of transformation in the functional field of marketing is the change of
verbal communication to the application of visual media as consumers will be more
responsive to the visual media than verbal communication. Smartphones are another
transformation which deduced the idea of mobile marketing which aims at increasing the
reach for the customer base on the tablets, smartphones, email and social media accounts.
The new marketing tools presents with the opportunity of customer data analytics for
understanding a detailed result of customer preferences and consumer behavior (Erevelles,
Fukawa & Swayne, 2016).
Although, the technological advancements contributed in the growth of marketing
approach and reach but it marked the need for extra efforts by the marketers for
understanding and planning the strategy of investment. Businesses have to allocate a
considerable amount of budget for utilizing the valuation of technological application due to
the increasing rate of competition in the market (McDONALD, 2016). The increasing flow of
opportunities needs strategic investments and efforts for building a significant competitive
edge in the era of media clutter and competition.
Conclusion
Therefore, it can be concluded from the paper that marketing has changed
tremendously with the growing technological advancements and consumer preferences.
Marketers should develop the ability to combine the application of the traditional marketing
with the value of digital presence for building competitive advantage in the market.

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References
Baker, M. J. (2016). What is marketing? In The Marketing Book (pp. 25-42). Routledge.
Erevelles, S., Fukawa, N., & Swayne, L. (2016). Big Data consumer analytics and the
transformation of marketing. Journal of Business Research, 69(2), 897-904.
Kingsnorth, S. (2019). Digital marketing strategy: an integrated approach to online
marketing. Kogan Page Publishers.
McDONALD, M. A. L. C. O. L. M. (2016). Strategic marketing planning: theory and
practice. In The marketing book (pp. 108-142). Routledge.