Contributions of Modern Technology Toward Enhancing Advertising Campaign Strategies by David Ingram, Demand Media
Modern technology has given small businesses an unprecedented ability to communicate with their target markets, causing a dramatic evolution in the way marketers craft advertising strategies. Unlike the shotgun-scatter technique of yesterday's mass media outlets, new advertising 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 Tools
Modern technology greatly enhances advertisers' ability to perform market research and testing when developing ads. Extensive collections of consumer data can be obtained online, and the results of feedback and opinions can be analyzed instantly with computers. Virtual focus groups can bring together people on opposite sides of the world to view and provide feedback on advertisements, and opinion leaders can be engaged via online surveys that expose the viewer to a proposed ad while soliciting feedback. Development tools for internet advertisements has have improved dramatically over the past 20 years. While the static, logo-driven banner ads of the 1990s were effective themselves, today's ads feature video, animation and even viewer interactivity. Development Tools
Modern 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 factor”--something that catches viewers' 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 only 40 years ago. Special effects also allows ads to fully leverage the marketing appeal of popular movies and television shows, making the obvious product...
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