What does the future holds for Advertising and Technology?
Digital advertising; can traditional advertising keep up?
Nowadays, advertising has been enhanced by powerful search engines like Google, Yahoo and others. Companies can now promote their products on social networking sites like Tweeter and Facebook mainly for customer feedback and PR purposes, while they still continue to use traditional media. Recently for example, Snapchat and Instagram started allowing business to advertise on the site.
“Ad attack: Today’s advertisers don’t have to worry about campaigns running amok like this elephant in 1932 – but they do need to chase digital engagement” (Andy Hart,2012)
But I have realised one important and powerful characteristic that advertising will always have; no matter how unique your products or service might be; you are going to decide how it must reach your target market, the media they consume i.e. marketing communications. Yes a company can employ other marketing communications tools but the there is one thing it cannot afford to ignore, and that is advertising.
Advertising is about product awareness; making the product known to the general public and particularly your chosen audience, as compared to making the same product sell. Businesses need to make the product known first before they can start assuming or even anticipating lots of ROI and ultimately profit, well that is just an opinion!
“The Internet has evolved into an advertisers low-cost playground” (Gregory Dean, 2010)
The future for Advertising
The future of advertising isn’t just about technology: New technology has allowed people to drive the industry in a dynamic way (as they always have, of course), therefore traditional advertising is not going anywhere nor has it lost relevance or meaning but has just been elevated higher up the ladder in terms of marketing communications!
“Advertisers can’t rely on users to just watch them anymore” (Andy Hart, 2012)
Businesses cannot afford to ignore advertising because it offers a wide coverage for example when an advert is a placed in a national newspaper or a popular commercial TV channel. Yes it might be costly and thanks technology which opened up new media plat forms even the advertising has other various ways of reaching the target market at different but in my view less effective or convenient time to send the intended message. For example, take a TV advert targeting the whole family, it can aired just around a particular time when the whole family is sat watching their favourite Soap or Drama series or around meal times so that the element of Decision Making Unit (DMU) and process is allowed to influence the purchaser.
Gregory Dean, Marketography (2010) Advertising – Then and Now [online] Available from: <http://marketography.com/2010/03/09/advertising-then-and-now/> [accessed 28 October 2014]
Andy Hart, BBC News (2012) Microsoft. Going digital: The future of advertising [online] Available from: <http://www.bbc.co.uk/news/business-17764117 > [accessed 8 November 2014]