Last Updated 19 Dec 2022

The Evolution Of Technology In Consumer Marketing And The Educational System

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Throughout the 20th and 21st centuries, technology has and continues to evolve at a very fast pace, becoming much more advanced as the years go by. As a result of the development of the Internet, in today’s society, almost everything we need to go about our daily activities can be accessed from the click of a button or the touch of our finger tips. This is because basically everything these days is online and mobile. Through the use of Internet websites and mobile apps, we have access to music, movies, social media, gaming, transportation networks, education, the ability to conduct business and much more.

In many ways the evolution of technology has created alternatives and made improvements to the ways in which a lot of things have been traditionally done before. For instance, in the world of consumer marketing, businesses are developing apps to assist in b-to-b (business to business) transactions. Cisco Systems developed a business-focused tablet called the Cisco Cius which brought a new approach to the app store. The tablet lets companies build their own app stores and control the apps their employees can find, install and use. One of the first adopters of the Cisco Cius tablet, Palomar Pomerado Health, used the new AppHQ app store to distribute a new mobile app which makes it easier to access patient records and enables doctor-to-doctor consultations via email and videoconferencing.

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Private app stores also represent a more traditional distribution channel for b-to-b marketers. In order for them to connect with users, marketers cut deals for priority placement and distribution to an entire organization instead of trying to get in contact with users one-by-one. B-to-b mobile apps are also used to expand the interaction between businesses and their customers. According to Matthew Don, director of digital strategy and innovation for b-to-b agency Doremus, “in b-to-b, where many businesses have long sales cycles and complex messages, “branded utility apps” (as he calls them) can facilitate relationships and positive attributes. That is why apps have become so popular, they provide useful and engaging activities for a user; for a business, the opportunity is that new actions, when repeated, can change attitude and develop a different, more positive perspective.” Another big opportunity for b-to-b mobility is event marketing, which targets customers who are out of the office at a trade show and are actively searching for information about products or the event.

However, one of the first steps many b-to-b businesses have to take on their journey down the path to mobile marketing is to optimize their outbound e-mail and websites for mobile usage. Although many smartphone browsers can access and display a business’s existing corporate website, the results are often very tiny and hard to read. Which usually requires the user to have to magnify or scroll in order for them to be able to see the whole page. Another crucial challenge b-to-b businesses have with mobile marketing is getting their apps noticed, downloaded and used. The option of having preferred placement in private app stores may help, however ultimately, the apps themselves need to stand out as well.

Like consumer marketing, the educational system is also moving towards more technological inclusivity. The days of blackboards, chalk and text books are slowly becoming extinct and the new age of “edtech” ventures are quickly emerging. One such “edtech venture” is the Kahoot! app which launched in 2013 and soon after rose in popularity, becoming the top education app on the UK and US Apple app stores. With this app teachers can create their own games and quizzes or choose from a long list of existing games the app has to offer, which can be displayed on a shared screen. Students can also participate on their own devices and earn points and challenge other classes in other locations.

According to Kahoot!’s co-founder Johan Brand, “the app’s success is down to its ability to create an “inclusive classroom”,” it brings students together, rather than isolating them. However, although the app has millions of users all over the world, the journey has not been easy. Compared to the rapid pace of change within tech sectors, the movement in education can be quite slow. That is because it can be very challenging to get schools to invest in the products. According to founding partner of the app Firefly Learning, Simon Hay, “they (schools) are traditionally cautious about change and it takes quite a lot of time for companies like us to build trust.”

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