The Impact of Technology on the Advertising Industry
The majority of studies in the applied sciences and engineering have shown that technology is an environmental factor that contributes to increased innovations and inventions. (Arthur, 2009). Technology has had a significant effect on a wide range of industries, including the advertising industry.
The Advantages of Modern Technology in Advertising
Most of the time, modern technology has helped a lot of advertising firms succeed because it provides them an edge over their rivals. The purpose of this piece is to outline some of the ways that technology may affect the advertising industry. Using modern technology may make most of the adverts catch the attention of the customers as they can be gravitating to their personal interests. Modern technology can hence be of many advantages to the firms in the advertising industry some of which are outlined in the article. According to Sheehan and Morrison (2009), technology and the internet has and can revolutionize various aspects in the advertising industry. Some of the adverts models that have been used for as long as a half a century has been replaced by the models that are in line with the contemporary technology-oriented global markets. Therefore, most of the advertising industries have gone through many changes and are still adjusting their business structures based on the new technology and some of the newfound powers of their customers. Those who embrace thorough technical backgrounds have emerged as the leaders in the adverting industry.
The Role of Social Media in Modern Advertising
The use of modern technology such as online advertising through social media has created many impacts. Social media together with the interactive nature of most of the smartphones are responsible for many changes that are seen in the advertising (Chi, 2011). Since there is an increased number of social media platforms ranging from Facebook, YouTube, Myspace, Twitter, and Blogs, many customers quickly access the adverts. The use of social media does not only target various demographic groups but also a relatively cost effective means than the traditional models. It is much easier and cheaper to create a strong media effects in a current society where many people have smartphones than to shoot commercial adverts and also buy the airtime to advertise on TVs.
The Importance of Personalized Promotions in Advertising
In case the advertising companies make good use of the modern technology, they can improve their ability in serving their clients as they gain long-term customers' loyalty (Peppers & Rogers, 2012). Earning loyalty of many customers and getting new ones remains the core aim of marketing. The use of promotion is one of the techniques for earning the loyalty. The use of modern technology gives an immediate opportunity for companies to conduct personalized promotions. Most of the companies can use some of the interactive technologies and include them in their marketing plans. For instance, technological improvements have assisted many traditional advert companies to focus on some of the current customer preference. They have introduced the use of DVR and TiVo in the television medium and the XM Satellites Radios (Pavlik, 2012).
In Conclusion
In summary, the contemporary advertising industry is already a new sector that is defined by the use of modern technology in regards to the customer control. Given the large numbers of the world's population on the internet, most of the traditional advertising models have become obsolete. Therefore, the current models hugely rely on technology and innovations that can encourage the customers to take the initiative and get the information online. Hence, the use of modern technology has changed the advertising industry and is still changing it further.
References
Arthur, W. B. (2009). The nature of technology: What it is and how it evolves. Simon and Schuster.
Chi, H. H. (2011). Interactive digital advertising vs. virtual brand community: Exploratory study of user motivation and social media marketing responses in Taiwan. Journal of Interactive Advertising, 12(1), 44-61.
Pavlik, J. V. (2012). Media in the digital age. Columbia University Press.
Peppers, D., & Rogers, M. (2012). A new marketing paradigm: share of customer, not market share. Managing Service Quality: An International Journal.
Sheehan, K. B., & Morrison, D. K. (2009). The creativity challenge: media confluence and its effects on the evolving advertising industry. Journal of interactive advertising, 9(2), 40-43.
