In any business, marketing strategies are certainly one of your first considerations, and will exhibit a strong sense of being the principles you will rely on to guide your endeavors. But you also need to be able to react to various factors, such as market fluctuations, as they happen. This is why a degree of flexibility is also necessary. One aspect of the world of e-commerce that may well have a significant effect on performance will be advances in technology. Here are four tech trends which you should bear in mind when reviewing your marketing strategies.


The content of your website is the most crucial component when it comes to formulating your ongoing marketing strategies. The reason for this is quite simple. The feature of the Internet use which will have the most impact on your performance will be social media, and it is your ability to harness the functionality of the most popular sites – shares, referrals, and links – that will boost performance. While affiliate marketing links have been around for some time now, retailers are increasingly homing in on aspects such as sponsored articles and the potency of social media posts to generate interest in a topic.

In order to make the most of your ability to drive potential customers to those all-important click-through links, your content must be engaging. Convey the impression of being an expert on your subject rather than just another online salesperson. Also, ensure you constantly update your articles in order to give the impression of a dynamic rather than static web platform.

Programmatic advertising

A recent innovation has been programmatic or automated advertising solutions. This involves utilizing software designed to purchase digital advertising rather than the previous manual method. The obvious benefit of this type of marketing is that it will help your business become more efficient.

Programmatic advertising provides tools that can ensure any employee can develop advertising expertise. While the technology has been around for a while, it is set to expand greatly in the short-to-middle term. The software carries out the difficult and previously time-consuming task of tracking down advertising space, while your own input to the process consists of providing the information to fill that space.

Mobile app development

According to many marketing experts, mobile apps such as personal digital assistants, mobile phones or enterprise digital assistants, will be winding down in terms of impact. Rather than the technology being focused on creating an app for every requirement, the resources will be geared towards providing customers with a valuable overall web experience. At the end of the day, asking users to download several apps rather than providing the functionality of the mobile web, can cost a company a considerable amount in terms of app development.

Your customers will still relish the convenience of using their mobile phone apps, but the functionality is often much more restricted than what they can expect from using a desktop later. The experience can often become two-tiered: they research what they want to do using their smartphone, then switch back to their computers when it comes to making a purchase. The industry will increasingly focus on aspects such as touch points to assist with the buying process.

Data analysis

While retail companies have long understood the importance of analyzing user data, affiliate marketers have been slower at recognizing the benefits for their business. This information can go way beyond the usual demographic detail. Now investigators can follow this link and use the available tools to look into the online and offline media behaviors of their potential customers, where they are located throughout the day, and what they have been purchasing.