Editor’s note: This is a guest post by Kara Masterson, a freelance writer from West Jordan, Utah.

There are many ways that technology can be shown to have transformed modern society today, but few are as noticeable as that of the marketing genre. Traditional marketing techniques are almost dead, in deference to a new and more innovative approach that is paying dividends in more ways than one. Consider the following four ways that the marketing game has changed since 2016.

Value Driven

The attention span of today’s customers continue to shorten every year. This means that marketing messages today must be valuable to the person viewing it. If you fail at that, he or she will simply click off your ad and go to the next item on their list. Marketing professionals need to develop advertisements that offer value to the viewer right from the outset. Quick, short and to the point. This is how a company will likely gain a new following and win over customers for the long term. A big part of adding value to an ad is context. If you’re marketing audio books, place your advertisements on websites and pages that sell or have download links to that type of content. In the ocean that is the internet, finding the right island for your ad is just as important as crafting the words and images themselves.

Content Rich

Whenever a company or organization publishes promotional material today, content is king. The material needs to be rich, relevant, and catchy. People want to know that what they are taking time to read or look at is meaningful to them. If the material contains a bunch of fluff, today’s consumer is going to quickly be turned off and unlikely to ever return. This is especially true when marketing a service like computer software, SaaS, or IT services. When a customer buys a service they don’t get to actually pick anything up and take it home with them, so they need to be convinced before they buy that the purchase will really be worth their time. Making your advertisements rich in contextually relevant content will help your potential customers make the connection to how your product will add value to their lives.

Multiple Avenues

While magazines and flyers used to be a primary means of marketing that is no longer the case. Consumers today get most of their information digitally, and through an incredible variety of different channels. Leaving flyers on windshields in a parking lot will simply not cut it anymore. If you really want to reach your target audience, you need to determine what content they are already viewing and then get your advertisements posted there. For example, if you are trying to sell consumer electronics then getting ads posted on the electronics section of online shopping forums such as E-bay or Amazon will help you target people with the intent to buy. By using all of the marketing avenues that are available today, such as videos, side-bar ads and social media, it is easier than ever to reach a broad or specific audience with any given message.

Customer Focused

Companies today need to develop a niche, find out what their customers need, and then set out to develop a marketing program that is focused on the customer. When a customer, either current or prospective, feels that a company really understand them, then they are more likely to become a consumer. This is important moving forward in today’s highly digital, highly personalized world. Many of the most purchased goods on the internet today are intensely personal and user-specific, such as music and other media, or electronic accessories. Investing in data analysis and software to tailor ads to precisely what individual users are looking for can make the difference between a successful marketing campaign, and a failure.

These four areas should be the focus on any marketing professional today. Any individual looking to earn their bachelor of business online will almost certainly developed a finely tuned focus in each of these areas. The key is to constantly be willing to adapt as technology and society continues to shift in terms of how they decide which products and services to purchase.

Author bio: Kara Masterson is a freelance writer from West Jordan, Utah. She graduated from the University of Utah and enjoys writing and spending time with her dog, Max.

Guest Blogger

This is a guest post written by one of our contributors.