Technological advances have changed the face of marketing and advertising significantly in the course of time. The invention of new forms of media like internet has left industry no choice but create new strategies and tools to find their own most effective media mix. With those in mind, let’s look at the 5 technological advances that marketers can’t ignore to keep up with recent game changing technological advances.
1) Social Media
Advertisers have always been aware how important it is to get benefit from social media to execute word-of-mouth campaigns which affect their brands so heavily. Social media gives marketers the chance to monitor and contribute to conversations that consumers have in real-time. Statistics shows that while 14% of people trust ads, 78% of people trust consumer recommendations. Therefore, the conversation consumers have has turned into a two-way dialogue that should not be ignored and had an enormous level of influence over brands. As a result, those consumers having online influence through social media have become a brand’s best advertisers by becoming a part of word-of-mouth advertising.
2) Online Video
With the rise of online media and sites like YouTube, the advertising industry has changed substantially. The recognition of video as a means of entertainment by people encourages advertisers to utilize online video as a marketing means. Brands are willing to create viral videos especially for their low distribution costs and easy share. Viral videos have the power of turning ordinary people into advertisers because they share the videos with their circle.
3) Behavioral Targeting
Behavioral targeting is very persuasive to consumers because it allows ads to be more relevant and valuable. Relevant advertising gives marketing industry the chance to make accurate predictions. However, when using behavioral targeting, marketers should be careful because consumers might be uncomfortable of being tracked on the web.
4) Ability to Measure Actions
Since cost-per-click (CPC) model came into existence, advertisers have been using it to measure user action. That action-based system offers advertisers to pay based only on consumer engagement with an ad by clicking. In addition, with the emergence of CPC, marketers have had the opportunity to measure their return on investment (ROI) more precisely.
5) Search Engine Optimization
Seach engine optimization (SEO) is one of the most effective ways to draw customers’ attention on the web. Statistics shows that most of the time, people only look at the first page of their search results. Hence, SEO results in a more targeted lead for the advertiser and more convenient search for the consumer.