Changing Buyers, Changing Marketing

If there is one constant thing in the universe, it is CHANGE. 

I have learned through different subjects that change is inevitable. In all aspects, especially in technology, there is a constant shift of trends in gadgets that spring out to be reviewed and purchased by different consumers.


The change in marketing trends is no different either. The onset of digitalization has provided new forms of media that marketers can use for their products and services. It has also provided everyone new means for easier proliferation of content that can be viewed by anyone at anytime and anywhere. A shift from the traditional media (television, radio, newspaper) to a more participatory and personalized form of media makes consumers more influential on the type of content, service, and/or product that they want.

According to the Digimarketing book by Wertime and Fenwick, consumers now have become participants instead of being mere viewers. More involvement is observed and we can search for information anytime, without sticking to a particular schedule. We initiate what kind of content we want, and as such marketers use data based on our preferences through browser-based cookies to provide information on our preferences through the sites that we visit.

Nowadays, a lot of people use the Internet for various purposes. It has become a lot more accessible, through different means such as WiFi, 3G, DSL, Cable, Satellite, and more. Businesses have become more reliant on the Internet for more accessibility by both their employees and clients. From its dawn through the ARPA Net as a military-use network, the Internet has broadened to a multi-faceted avenue for consumers and businesses to interact and provide content on virtually any subject.

According to Stokes of Quirk, the Internet now has provided more personalization in terms of products, price, place, and promotion. In terms of products, customization of a product can be done virtually without entailing high costs. Prices of products can quickly be compared through the proliferation of online stores. The Internet, being the World Wide Web, is accessible by anyone who has Internet access, meaning content can be accessed anytime and anywhere. It has also become another major source of medium for promotion of products and services that can prove beneficial to the client or viewer. In short, marketing has become customer-centric. The stages of developing a marketing plan, which consists of

1. Knowing yourself and the market
2. Strategic Analysis
3. Set Marketing Objectives
4. Generate Strategies and Tactics
5. Evaluate Strategies
6. Implement
7. Track, Analyze, and Optimize

remains the same, but one must understand the Web 2.0 concept of customer-centricism. Consumers are the ones that dictate what kind of product and service is needed, and marketers should look for the easiest and fastest way of delivering such product for speed and efficiency is more important than ever.

An application of such concepts has been done by the entity BusinessWeek. Traditionally, it is a magazine that tackles business concepts, including marketing strategies. A shift to digital media, such as the use of the Internet, has influenced BusinessWeek to integrate the Internet into its portfolio. The website  now provides up-to-date information on current and shifting trends and businesses. Such tool is paramount to the businessperson for it delivers up-to-date information on current and future trends in businesses and as such, can influence the businessperson in his decision-making capabilities.



Change is inevitable, and technology will still continue to provide a base for businesses to cultivate promotion of products at reasonable prices, in all places for everyone to benefit from. We are constantly challenged to use all channels to revolutionize the manner different goods, services, events and experiences, persons, places and properties, organizations, information, and ideas. It is our privilege to acquire and harness such media channels and utilize the different marketing concepts in a more personalized and participative manner.