How the Internet Transformed Advertising, Customer Service, and Logistics

The Internet used to be a luxury from a few decades back. Now, it has become an essential commodity. Institutions and industries now depend on it. Schools use the web as a tool for education and even an actual site for learning. Entire industries are built on the system that the Internet has created. In fact, the world has entered the fourth Industrial Revolution, and the Internet plays a significant role in this.

Naturally, there were concerns. People were worried about automation and artificial intelligence taking over human jobs. And it did, in some ways. Bots are used in businesses, government services, and healthcare. Also, data entry clerks are replaced by advanced computing solutions. Now, humans have to compete with automated services.

However, this fact can be viewed from another perspective. Even if some jobs are delegated to automated systems, new industries rose. There is a need now for web designers, software engineers, and more.

One of the industries most affected by online technology is retail. Advertising, logistics, and customer services took new forms.


Effective advertising needs to use an in-depth consumer behavior study. The consumption behavior of people changed when the Internet came. Naturally, advertising also needed to change.

Branding has become interactive. And the interaction has become real-time. A product can make millions of sales just because it became an internet trend overnight. Advertisers need to make use of that phenomenon. Vitality has become a key to successful sales as well as a continuous online presence.

Sustaining social presence gave birth to new jobs. That is to make sure a business maintains its image and reach.

  • Social Media Management

You have probably tried answering polls on Instagram or joined online raffles and giveaways. Social media managers are behind those marketing strategies.

They manage the social media platforms of a business—mostly Facebook pages and Instagram accounts. Primarily, they work on social media campaigns to make the product known to target customers.

Before implementing campaigns, they work first on a lot of things. They research the target customers, plan advocacies, and reach out to social media influencers for brand partnerships. They are also the ones who schedule and upload the content you see on business pages.

  • Graphic Designing and Editing

Social media managers work closely with graphic designers, video editors, and photo editors. They create videos, banners, and logos for a business. Through such content, a brand must maintain its image.

They work on ads, short films, and other media publications. There are more categories under these jobs. There are content creators who cater to specific platforms. Some create videos for TikTok and YouTube, while others create compelling ads on Facebook.

  • Digital Content Creation

Digital content creation is broad. It covers all the content that a business needs to spread the word about a product. Mainly, the job requires writing search engine optimized content. The main goal is to help a website rank first when a person searches for a product or service online.

It’s not enough that a business is present on every social media platform. A store’s website should also be among the first results in Google searches. This increases the chances of potential customers seeing your products.

Digital content creation also requires writing and distributing marketing copy.

Customer Service

Using phone calls for customer support is still alive today. However, the Internet has produced more ways to do this. Just count the number of platforms every single business has. You can chat with virtual agents if you need help with a malfunctioning product. You can go to the shop’s online website or comment on their Facebook post.

Customer relations have become more interactive. Customers can give real-time feedback. Processing of refunds and resolution of complaints have become quicker as well.

A single social media post can make or break a business’s image. When you click on a product, you immediately see what other customers have said about it. Managing a business’s online reputation has become an added responsibility.


Logistics has also seen a massive improvement because of the Internet. Users can now enjoy real-time tracking of shipments. More advanced technology ensures quicker delivery periods.

Efficient delivery systems are now available to small business owners. It used to be a privilege only big companies could afford. Even the existence of food delivery apps is a step forward.  It bridges the relationship between customers and businesses.

Obviously, the retail industry has undergone a massive transformation. No one knows what other changes are going to happen from here. But everybody knows that a lot more are underway.


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