Contributions of Modern Technology by David Ingram Essay

Modern technology has given small businesses an unprecedented ability to communicate with their fall guy market places, defecate a dramatic evolution in the way marketers craft publicize strategies. Unlike the shotgun-scatter technique of yesterdays mass media outlets, new advert channels created by cutting edge technology allow companies to target small groups and individuals with personalized advertising messages, while collecting feedback and measuring responses on the fly.Research ToolsModern technology greatly enhances advertisers ability to perform market query and testing when developing ads. Extensive collections of consumer data tramp be obtained online, and the results of feedback and opinions cease be analyzed instantly with computers. Virtual focus groups dirty dog bring together people on opposite sides of the world to mess and provide feedback on advertisements, and opinion leaders can be booked via online surveys that expose the viewer to a proposed ad w hile soliciting feedback. Development tools for cyberspace advertisements has have improved dramatically over the past 20 eld. plot the static, logo-driven banner ads of the 1990s were effective themselves, todays ads feature video, sprightliness and even viewer interactivity.Development ToolsModern technology allows advertisers to create more effective and impressive ads for television, print, radio and the Web. Modern video editing equipment can be used to create ads with a wow factorsomething that catches viewing audience attention and keeps them glued to the screen. Enhancements in computer animation allow advertisers to create lifelike settings, characters and action that could never be achieved single 40 years ago. Special effects also allows ads to fully leverage the marketing bring up of popular movies and television shows, making the obvious product appeal the only thing that differentiates the ad from the movie or show. With a range of healthy tools at their dispo sal, advertisers can create visual messages that appeal more personally to specific consumer groups.Social NetworksSocial networks are proving to be an invaluable alternative for small businesses and bootstrap marketers. Social networks, besides allowing advertisers to engage consumers in research and testing, they also offer a powerful and free distribution system. Distributing interesting, unforgettable ads via a social network can set off a chain reaction in which individual viewers spread the advertising message in a personal way, to millions of viewers, at no price to the advertiser.Internet AdvertisingThe Internet has wrought havoc on the say-so of traditional advertising outlets while simultaneously creating interesting new avenues for marketers to slip by consumers. Internet banner ads can be strategically placed on websites that target specific consumer groups much more effectively than mass media. Television-style ads can be placed on Internet videos, such as newswo rthiness clips. Free web-based games can be developed to provide an interactive go out while exposing players to advertising messages. Ads, combined with promotions, can be sent to individuals via netmail campaigns.EndorsementsPaid endorsements of sports celebrities and events have become exponentially more effective collect to the reach of radio, television and the Internet. Endorsements that traditionally exposed several hundred spectators to an advertising message can reach millions through national broadcasts and Internet exposure.