Technologyhas affected nearly all aspects of business operations, includingmarketing. The primary cause of change in the field of marketing isthe availability of more information about services and products thanmarketers used to provide in the absence of technology.Consequently,potential buyers are able to review the features andqualities of the product they wish to buy online without relying onthe perception and positioning efforts applied by markets. This isthe major reason for Simonson & Rosen (2014) to state thatmarketing has changed. This implies that consumers have theopportunity to review postings made by other consumers or experts andassess the quality and suitability of the product depending onabsolute information that is available online. This is characterizedas a shift from reliance on relative information to absoluteinformation in making the buying decisions. Based on these facts, Iagree that marketing has changed forever.
Theincrease in accessibility of the internet has contributed greatly tothe ongoing change in consumer behavior, which has in turn changedmarketing field. Absolute evaluation of products from review siteshave allowed consumers know much about products without the need forprior brand awareness (Simonson & Rosen, 2014). Absoluteevaluation of products goes beyond the use of catalogues pages orprevious experience with the product to the use of information thatis considered to be the most relevant about each product and itsfeatures. This shift is being driven by technological revolution,which have allowed consumers to use aggregation tools, social media,advanced search engines, and unprecedented with expert opinions. Thisis a challenge to the marketing departments because consumers nolonger need to make good enough decisions using the informationprovided by markers, but make decisions on the basis of theirsubjective tastes. This means that are more interested in theinformation that will help them know what their experience is likelyto be with each individual product.
Thedrastic change in consumer behavior has affected two aspects ofmarketing, which are in turn likely to change marketing forever.First, the reduced capacity of brands to act as proxies for qualityhave rendered the conventional marketing strategies ineffective. Forexample, persuading consumers and product position were effectiveduring the era of relative evaluation, but they no longer work now,especially with consumers who have access to absolute informationabout products (Simonson & Rosen, 2014). Consequently, theproduct positioning strategy cannot be perceived to be the mostsignificant aspect of the marketing game as it used to be. Secondly,consumers` reliance on absolute value as opposed to the pastexperience, brand loyalty declines (Simonson & Rosen, 2014). Thisimplies that aggressive campaigns intended to increase brandawareness and loyalty is almost becoming an exercise in futility.
Thefundamental change from reliance on relative value to absolute valuein making buying decisions calls for reexamination of the marketingstrategies. Currently, consumers are able to use review sites todetermine the usefulness and reliability of products and theirfeatures and then use that information to predict the type ofexperience they are likely to get from the product. This means thatmarketers, managers, and business strategies should the consumerinfluence mix has completely changed and so should the marketingtools and strategies. In addition, marketers should understand thefact that the human brain is not necessarily changing, but thefundamental changes in the information environment should be the mainfocus when developing far-reaching marketing strategies. In essence,the shift from relative to absolute value have changed marketingforever.
Simonson,I. & Rosen, E. (2014). Is technology eroding consumer loyalty?PWCStrategy and Incorporation.Retrieved September 13, 2014, fromhttp://www.strategy-business.com/article/00247?pg=all
Simonson,I. & Rosen, E. (2014).AbsoluteValue: What Really Influences Customers in the Age of (Nearly)Perfect Information.New York: HarperBusiness.