Instantaneous Marketing: An Analysis Of Processes To Make A Connection With Customers Through New Communications Technologies

Abstract

Marketers try to find ways to respond to the needs of their target customers through most modern communications technologies. As the means to communicate with customers change, marketers find it most convenient and cost effective to make direct contact with customers. This study explores the advanced media for marketers to make a two-way communication to interact in real time with their customers. Instantaneous marketing has revolutionized marketing communication. The exploitation of customer databases and the necessity to acquire more customer information have led the marketers to explore the ways to connect with customers more rapidly to bring differentiation to their products or services. Moreover, customers provide flow of information about various aspects of company’s operations back to the company. Some companies still find it hard to cope with this enormous amount information in the fastest way possible. This study explores various communication technologies which help instantaneous marketing to come up with a model to explain the phenomenon. Implications for marketers will be provided to make us understand how we can make use of this information in practice.