ThankYouTabletSocial media has been responsible for far-reaching changes in the way that marketers are interacting with the public. Technology has brought us to a point where the modern consumer has nearly uninterrupted access to their favorite products, companies, personalities, and brands. As a result, marketers spend a great deal of their time figuring out how to leverage the marketing tools available to them without overstaying their welcome.

Below are a number of technologies that remain underrated, at least where marketers are concerned, that are making the task of marketing to a worldwide audience that much easier.

Smartphones and Tablets

It might seem unusual to refer to tablets and smartphones as “underrated,” but their place in the world of online marketing has yet to be fully understood and utilized. The truth is, marketers everywhere are still trying to make sense of the fact that most people can’t so much as go to the bathroom without taking their mobile device of choice with them. What this means is that there are more opportunities than ever to fully utilize these devices as marketing tools.

One thing that marketers are learning to differentiate between is the sort of calls-to-action that should be used on a desktop PC versus a mobile device. When somebody’s browsing a website on their smartphone, for example, they’re more likely to click a call-to-action button that says “Learn More” or “Sign Up” than they are to click on one that says “Buy Now.”

High-Speed Internet

It’s no secret that the average Internet user is much more likely to engage with a website that has dynamic content such as images, videos, or infographics than one that has only static content. The thing is, it’s been a struggle throughout the years to serve that type of content while still providing consistent performance across different browsers, devices, and connection speeds.

Thanks to the increasing proliferation of high-speed Internet, most notably visitors everywhere are better able to view and interact with the rich media content that marketers spend so much time creating.

Targeted Ads

Of all the social media marketing trends in use right now, none of them are as thoroughly misunderstood or misconstrued as targeted advertisements. From a marketer’s point of view, targeted ads are a god-send: they allow for the collection of simple data points across the online profiles of individual consumers – which is to say, information they’ve elected to freely provide – and use it to serve them ads that are relevant to their interests.

Even so, it seems like there’s fresh outrage every week from Internet users who are shocked to learn that what they post on the Internet is less than private. Online marketers are fighting an uphill battle when it comes to winning back the trust and goodwill of the public, but the truth remains: wouldn’t a Facebook user respond more positively to ads that they might identify with, rather than one that has nothing to do with their interests? The bottom line is that targeted advertisements are here to stay, and online marketers need to find a way to make the most of them without alienating the people they’re marketing to.

This list could go on and on; social media marketers have a host of tools available to them right now. The trick is using them in a way that communicates something original and compelling to web users. That means that at the end of the day, Google’s mantra of “content is king” is going to trump technological innovations any day of the week. Thoughtful and artful content is the most important tool that marketers have at their disposal.

Michelle Smith is a freelance tech writer with a focus on social media and digital marketing. She can be found typing away on her laptop in Boca Raton, Florida. Michelle welcomes your feedback via email