Over the last few years, technology has changed a lot. The pace of change in technology is very fast. It is getting even more difficult for marketing firms to keep up with this change in technology. So what kind of technological change should you expect soon? You need to be prepared for these upcoming changes. Here are some, coming very soon:1. Relationship MarketingRelationship marketing is also known as customer relationship management (CRM). It is focused on long-term engagement and relationships with the customers instead of short term relations. The aim of relationship marketing is to emotionally engage customers with the brands. This leads to free word of mouth marketing and loyalty. It is different from traditional marketing approach because it is not focused on individual profit generation.2. Marketing AutomationMarket automation refers to the latest technologies and software that are designed for marketing departments. These software and online channels are used to promote products at different platforms like emails, blogs, social media and websites.3. Location-Based Marketing TechnologyThe location-based technology uses mobile phone location for marketing the products. It is another direct marketing strategy. An opt-in is usually activated to process this type of marketing. What actually happens is that when opt-in is activated it starts tracking the location of device holder and sends a text about nearby product or service which is available. This includes any free coupon schemes or any discount deals. This technology actually bridges the physical gap between customers and the available products in their nearby places.4. Virtual RealityOne of the most prominent marketing strategies that should be utilized by every marketer is virtual reality. Virtual reality artificially creates sensory experiences. It can be aimed at sight, hearing, smell, taste, or touch. It is used in the depiction of business products, games, movies, and arts.5. Ephemeral MarketingSnapchat is one of the best examples of ephemeral marketing. It is one of the latest leaps in technological development. Marketing firms and businesses can use it for their own benefit. Ephemeral marketing means providing something to the customers for a very short period of time. This has many advantages. For instance, when discounts and special offers are announced like this for a limited time period it will enhance the excitement of customers. Similarly giving a sneak peek of the new product, which is not yet launched in the market, could also increase the excitement of people. In this way, people will be more attracted towards the product.6. Search Past Search EnginesMany social media sites like Facebook and Twitter are trying to create their own search engines. It will also boost the marketing opportunities for the marketers so they need to be prepared for this change.7. The Internet of ThingsInternet of things is actually a network of physical objects. For instance vehicles, devices, buildings etc. which are electronically connected with each other. For marketers, it means that their data is more easily accessible to the customers so they can market their products more efficiently.

I often speak to groups of small business owners and I keep hearing the same comment over and over again with many of them saying that marketers don’t matter or marketing doesn’t matter anymore.There are many reasons I’ve heard as to why marketing doesn’t matter: “all my business comes by referral,” “I never spent money on marketing and my business grew,” “marketing is a waste of money,” “I see no value in marketing,” “marketing is all luck so why spend money on it,” and so on.Oh, how they are so very wrong! Below are the top 3 reasons why:1. Their definition of marketing is wrongWhen business owners tell me that marketing doesn’t matter, they usually have a totally different understanding of what marketing is than those who recognise how marketing contributes to business goals where it enables you to charge the most money you can for your services and products.Marketing is first about spending time building a solid foundation based on strategy before proposing a series of tactics aimed at lifting sales. Until the business finds a way to change the context of how their ideal customer views what they do, and then becomes become the obvious choice provider, they’ll find that their marketing efforts never seem to build momentum or gain any return on investment.You must be able to enter the conversation taking place in the head of your customers. Or, to look at it in a different way, to be able to address the number one question on your customer’s mind at exactly the right time.So, how do you do this? The conversation that is taking place in every prospective customer’s mind revolves around two major points. There is a problem they have, and that they don’t want… and there is a result that they want, and they don’t have.Those who often misunderstand marketing believe that it is only about advertising campaigns, brochures, flyers, website, email marketing, SEO, tradeshows, social media, copy, etc. These are the tactics – the way you implement your marketing. I’d argue that marketing is essentially the core of business strategy because it is about understanding the current customer, tapping into their fears, their goals and their aspirations and then creating products and services that the ideal customer is willing to buy from a brand they now they know, like and trust.2. They believe either they or their co-worker can do itSometimes in the “do it all yourself” world of small business (or even big business when it comes to it), it’s difficult to identify the areas that require outside help. A business may be able to set up their newsletter, add plugins to WordPress, write a Facebook or LinkedIn post, and clumsily create header graphics, but you need somebody who is trained, practiced, and skilled at looking strategically and holistically at the marketplace, understanding the customer, and then creating unique opportunities based on this understanding.Just think about it for a minute; just because you have a calculator and excel does that mean you are an accountant? If you have a ruler, pencil and have watched some episodes of Grand Designs – does that make you an architect? If you post regularly to your friends on Facebook and Instagram – does that mean you are a social media expert?So why do small businesses believe that by buying a Mac and some software they will become a designer, marketer and communications expert?It needs to be led by a strategic marketer who can then develop an integrated marketing approach. Can you or your co-worker do this? In some cases, you can. But those who can are most likely to either come from marketing or consulting backgrounds where they have transferable skills and experience defining AND delivering against a growth strategy.If you are a small business, you need somebody who will have a very solid, process, streamlined, consistent, repeatable approach. First, they will research and learn about your company in great depth, the dynamics of the marketplace and identify shifts, trends, and changes. From there, the strategic marketer will be able to present the different elements of your marketing plan in logical order of how you should construct them, update them, or revise them; and identify the key areas you should be focusing on – be it generating leads, converting leads, increasing transactions right down to changing prices.3. They hire the wrong marketing helpThere is a huge misunderstanding around marketing strategy, marketing tactics, and marketing execution.There is a difference between being strategically capable, creatively capable and executionally capable.Small business owners don’t hire a strategic marketing coach/firm to develop creative graphics and headers; nor should you hire an advertising/graphic design agency to handle marketing strategy. A small business doesn’t need to hire a consultant or a firm who is a strong marketing executor when their biggest need is a strategy for sustainable growth. You may get more attention, but not the best results.