changing marketing
changing marketing

Many companies are already aware of how technology can impact the decisions that buyers make. Digital marketing can also connect companies with their buyers in different ways, and help with business expansion and growth at the same time.

However, the biggest changes in terms of digital marketing happened in the last year, which introduced a completely new way of thinking when it comes to remote work, engaging with customers, and tracking target audiences.

Selling Еarly

One of the ways that companies can consistently attract consumers who are interested in their products or services is to consistently promote those solutions. Companies should be constantly working towards their goals, even when a new quarter or year begins.

This is because the foundations of the current marketing and other promotional efforts should be built upon previous knowledge of trials and errors. When companies are able to plan their campaigns, content, and other strategies as early as possible, it becomes easier for them to achieve their goals and improve their bottom lines.


In the last year, one type of business that has recognized incredible growth has been any company that managed to implement e-commerce. While plenty of other types of companies took major hits, and their bottom lines decreased, e-commerce businesses managed to survive and even thrive. This is one thing that’s skyrocketed in popularity in the last year, and will continue into the future. 

That means consumers are a lot more likely to continue making purchases of products or services digitally. This is also the reason why more and more businesses are setting up digital shops where consumers can easily access the company‘s products or services when they are simply browsing online . When combined with strategies like search engine optimization, e-commerce makes the entire buying experience as simple as possible. 

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Nonlinear Buying Journeys

Today’s consumers prefer getting ads and promotional materials that are directly related to precisely what they need or are looking for. This means that consumers no longer have linear buying journeys where they would simply see an ad and then go to a store and buy that product. 

With the help of various tools and algorithms, companies now have a much better understanding of when consumers are searching for certain types of products. Companies learn what they need and then provide them with ads for those products. While the Internet and algorithms can’t read people’s minds, there’s plenty of information and data available on consumers that can help companies succeed. 

Marketing Automation

Although plenty of businesses have already incorporated marketing automation into their company’s marketing campaigns and strategies, it’s still an incredibly useful tool, and should be utilized by all businesses across the board. Companies have to learn and adapt to upcoming tools, technologies, and trends.

This means companies should be implementing marketing automation. With it they can get  help which allows for better customization and personalization of their marketing efforts , and find new cost-effective ways to strategically target the audience. Whether that means creating content or scheduling ads or even social media posts, through marketing automation tools, companies can become a lot more efficient in their promotional efforts.

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Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.