Out with the Old, in with the New: How the Internet and Social Media have Changed Marketing

There’s no question that the Internet and social media have had a profound impact on marketing. But what does that mean for businesses? In a recent article on Clickz.com, Robin Neifield discusses ways in which marketing has been forever changed by the digital age. Gone are the days of just marketing to consumers. Companies are now expected to provide a more interactive experience by directly connecting to users, and the fast pace of the Internet requires marketers to take a hands-on approach.

With the massive number of companies online, the only way to keep relevant is to feed what Neifield calls the “content monster.” Users expect to hear from businesses through multiple platforms, including email, site content, video, social media, etc. This means no matter what industry you are in, you are also in the content development industry. It’s your job to provide relevant, quality content to engage consumers on a regular basis.

On top of that, social media allows users to create their own content, which as Neifield points out, can oftentimes be a much more powerful – more authentic – message than company-created content. Since marketers can’t control this information, they are forced to engage users directly and create a dialogue. Responding to both positive and negative comments shows consumers you actually care, making it one of the best ways to build your brand.

All of this maintenance can be overwhelming for a company, especially one that is not familiar with the tools of the trade. At EVG, we offer a full spectrum of content marketing services designed to help you grow your business, and our effort to stay ahead of the curve means we’re ready for whatever new marketing challenges the Internet develops.

Julie Ledbetter
EVG Content Specialist