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Denise Keller

Business-to-Consumer Evolution: From Radio to TV to Inbox

Apr 28 2011, 08:18 PM by

Who knew we would see so much technological innovation in such a short amount of time. In the 15 or so years since the introduction of the modern internet, we have witnessed chat rooms, cloud computing and the explosion of online video. The internet has opened the door to a world of endless possibilities and its evolution has dramatically changed business-to-consumer relations.
Easy Access to the Business World
Starting a business that actually gets off the ground has traditionally been challenging for many would-be business owners. While there are still challenges involved, getting that initiative going is much easier and cheaper in the digital age. A physical storefront is no longer needed as a business can easily be run entirely online. What was once out of reach and cost prohibitive is now conveniently accessible and cost effective. The accessibility of the internet has provided businesses with new ways to connect to their target audiences.
New and Improved Marketing Tools
Although they continue to exist and are still effective for the most part, traditional marketing tactics have become an option rather than a necessity. A company doesn’t have to use radio or TV to introduce the public to a product. They can push whatever it is they have to showcase through the web and right to their market. From email marketing and social media to SEO and search advertising, businesses have more than enough tools to work with. We are able to engage in ways not available to the marketers before us. It’s all about taking advantage of these opportunities.
Unbelievable Reach
In past times, companies have been restricted by geographic boundaries. Getting beyond the local region has and still can be difficult for a small business. Some never realize their full potential simply because they can’t extend beyond their immediate market or hometown. These days, all businesses if they so choose can have global reach via the internet.

Unless you are specifically targeting a local market, there is nothing stopping someone in another country somewhere across the globe from visiting your online store, browsing the selections and making a purchase. There are no barriers between you and your ideal customer. You can now enjoy a much greater level of success by simply being able to reach a greater number of people.
Can You Continue to Adapt?
The landscape has changed. Almost every business today, large and small, has taken its efforts online. Traditional methods still have their value, especially when integrated with more advanced techniques, but if you are reading this, then you should understand that building an online presence is essential. The digital space matters because it’s where the consumers are plugged into. In order to stay connected with them, we must continue to adapt with the times as they evolve. It is the only way to survive in the murky waters of the business world.

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