Technology Always Challenges the Marketing Industry

February 20, 2010 Jared Shusterman

Ready to have some fun with the new Google Instant? Just type in one letter of the alphabet and see what pops up. Based on where you are geographically, the results may differ. For more information on this time sink, read on: Irrespective of how entertaining this new experiment may be, the results, as well as the article, raise an interesting issue.

With apologies to Shakespeare, this search function triggers new ponderings to the question, “What’s in a name?” For those who question this concept, consider the effect on Travelocity and Expedia when performing a travel search. Suddenly, the spelling, proximity to your market, or uniqueness of your brand name and URL have new implications in organic, as well as paid, search. But in the big picture, when it comes down to marketing decisions made each day, how can companies predict how developing technologies will affect them? The answer is simple, they can’t. Nobody possesses the magic crystal ball that predicts where the marketing industry is headed. If they did, they would have purchased shares of Google and retired long ago.So that leaves the rest of us mere marketers.

While companies cannot predict how technology will change future brand or marketing strategies, they can arm themselves with the right marketing tools to take advantage of or minimize their impact. And the one device that marketers do have is … technology. Tools that enable companies to communicate quickly and effectively through marketing channels are crucial to effective brand management. And that’s the upside to the digital age for marketers. Digital technology helps people work more efficiently and marketing messages travel faster, so current platforms such as digital asset management, marketing resource management, and marketing automation, as well as new future technologies yet invented, can all help craft newer and better ways to manage brands and their messages. So no matter what future challenges are in store for marketers, there will always be a new solution.

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About the Author

Jared Shusterman

Jared is the Founder and Managing Partner of SproutLoud. Since 2005, he has been primarily responsible for strategic direction of the Company, as well as the oversight of SproutLoud's Partner ecosystem. Prior to SproutLoud, Jared worked in Thomas Weisel Partner’s internet and online advertising investment banking practice in San Francisco. He served as the lead analyst on a number of Corporate Finance and M&A deals including Newscorps’ buyout of Intermix Media ( Jared graduated with a B.A. in Finance and Marketing from the McIntire School of Commerce at the University of Virginia. Jared has an MBA from the Kellogg School of Management at Northwestern University and is a member of the Young President's Organization (YPO). Jared has been honored as one of the Top 40 under 40 entrepreneurs by South Florida Business Journal and a Top 50 Entrepreneur by Business Leader Magazine. Jared lives in South Florida with his wife and two sons.

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