To improve the marketing communication of Fastenal, they need to focus on two technological trends. In the modern times, there is over dependence on social media tools that is not the only focus of a company. It is not disputed that social media enables in increased connection (Shapiro and Varian, 2013). Nevertheless, there is ubiquitous presence of social media and almost all the businesses in the current times have a social media presence. The ultimate goal of these social media and the mobile tools of communication are retention of the buyer and increase in sales. The purpose of these tools is to ensure that there is a personal rapport with the consumers. This can be achieved by using the right technological tools and marketing strategy.
The employees of the company should be allowed to form liaisons with the buyers. They should use these tools to foster a trust between the company and the buyer where the employee plays a crucial role (Hutt and Speh, 2012). In the case of mobile marketing strategy certain steps need to be considered by the company, there should be a mobile marketing strategy that is integrated with the overall objective of the company. Employee should be given basic knowledge training about the content marketing based on geographical locations (Hutt and Speh, 2012). This would address the customization issues and would increase buyer participation with the company.