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Technology is Changing the Marketing Landscape

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To a large degree, the marketing and advertising industry has always embraced technology. As soon as a new medium exists, the industry starts thinking of ways to put it to use broadcasting a branded message; from print, to radio, to film, to television, and more recently the Internet and mobile devices, agencies and experts are intrigued by possibilities to get messages to the consumer. But as the reference points for technology have changed utterly in the last twenty years, it’s clear that the ad world—both on the parts of agencies as well as on the brands they represent to the world—are going to have to adopt and adapt to a rapidly changing landscape and the demands to become quickly proficient in technology being developed on a seemingly weekly basis.

While it may sound provocative, campaigns featuring cutting-edge technology are no longer the realm of only tech companies. To promote the return of its original award-winning thriller, Homeland, Showtime recently launched a mobile ad that features a tactile component: the ad coding makes the phone vibrate 60 times during the preview’s most dramatic moments. Skincare brand Nivea has a Sun Alarm app that will wake users only if there’s a great beach day impending, and a magazine ad by the same brand features a detachable bracelet that allows parents to keep track of their kids at the beach. Brands are also putting VR systems like the Oculus Rift to use, giving consumers experiences—ranging from the beach in Hawaii to running out of the locker room at a major sporting event.

Altogether, the message is becoming clear; consumers are looking for more than just a branded message from companies that are advertising to them. As more and more technology becomes available, just what qualifies as advertising has shifted—and will continue to do so. Experts in the industry would likely never have predicted the rise and dominance of platforms like Facebook, Twitter, and Pinterest as advertising channels 20 years ago—the idea of social media online was, at that point, barely even theoretical. However, advertising experts the world over are agreed that emerging technology—and clever use of it—will continue to influence the future of advertising.

Perhaps the greatest shift that has arisen is the need to connect with the consumer; advertising and marketing for brands has changed from discrete, concrete messages (as simple as “Buy our product!”) aimed at encouraging a specific conversion, to engaging in a dialogue and developing a relationship with consumers in the right demographic. Marketing efforts are increasingly about connection, about fostering an attachment. For brands to continue surviving—and thriving—in the new advertising climate, they have to be sincere, and they have to be fast. As this trend continues, the ones to get the most benefit out of it will be those advertisers who are able to take on the challenge quickly, without feeling the need to sit on ideas for weeks, months, or years.


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