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The Impacts Of Technology On MARKETING AND ADVERTISING Marketing Essay

The Influences of Technology on Advertising and Marketing. iTechnology can be explained as an environmental force that refers to inventions or inventions from applied knowledge or executive research. The effect of technology on advertising and marketing allows marketers to personalize their text messages to consumers. Technology can identify a firm from its competitors and provides the firm a distinct segment advantage in the industry. Through the use of technology, marketers are finding consumers' attention by gravitating to their personal interests. The use of technology in marketing has many advantages, some of which is talked about in this conclusion.

While the web represents a reasonably new medium for promoters, it attracts a multitude of industries (including, but not limited by travel services such as Expedia, Travelocity, Orbitz, etc. ; and music syndication companies such as Napster, Urge, LimeWire, etc. ). Online-advertising has a distinctive feature of being interactive, and although internet marketing is not as popular as traditional multimedia, it includes an opportunity to reach a youthful marketplace, that has learned to build up a choice for online communication. Specifically, Generation Y, which exerts effect on music, sports, personal computers, videogames and cell phones.

Online advertising is now similar to tv set advertising, the most popular form of media, with the use of streaming training video and audio. As a result, this kind of multimedia may

be more attractive to Generation Y consumers, because of its entertainment factor. The text references that the most popular locations for internet marketing are on the sites of MSN, Yahoo! and AOL.

As such, when targeting online consumers, marketers tend to focus on customer value creation options, including interactivity, personality, marriage building and producing customer experience in the new marketspace. Marketers generally benefit from these unique capabilities of the web and Internet technology. These capacities are integral parts of the buyer-seller romance. Internet technology allows for superior interactive marketing, in which the buyer controls the kind and amount of information received from owner.

When technology is employed appropriately, it can improve a firm's capacity to serve its customers and gain long-term, repeating, loyal customers. Attracting customers is, the burkha idea of marketing. Campaign is one way to create long-term associations and encourage brand and/or store loyalty. The Internet has provided immediate opportunities for personalized promotion activities such as e-mail advertising. Marketers have attempted to utilize interactive technology and integrate mass media and technology into the overall marketing plan. For instance, technological advancements have helped traditional advertising focus on specific preferences like the introduction of TiVo and DVR in the television set medium and XM Satellite tv Radio in the radio medium. Likewise, the wireless

communication industry presented texting, and telephones with built-in camcorders, among other things. Overall, firms expect these changes will build long-term customer connections that lead to lifetime purchases, alternatively than single orders.

While technology is difficult to predict, improvements in technology produce an important influence on marketing. For example, the expense of technology is declining, triggering customers to concentrate on quality, service and associations. An example of this is commonly within the mobile phone industry. Mobile phone providers often offer cell phones cost-free or at a small cost to the client if the customer gets into into a phone contract service contract with the specialist. The firm's logic is that the customer will later buy enhancements and related products.

In basic, the mobile/satellite industry is a superb example of the influences of technology on advertising and marketing. It includes a number of products, including mobile communication devices, cellular Internet, PDAs, and Gps device, among other products. Marketers have been successful in influencing consumers to want and purchase Gps device technology (i. e. , OnStar, Garmin, Tom-Tom, etc. ). Gps unit technology is a comparatively up-and-coming technology, and consumers will get these devices from their local car dealership to their community Target store. The cost of the unit is rapidly declining, making them more appealing to the overall market. Gps unit technology has numerous applications, including the capacity to quickly determine the perfect route to a particular destination. A

consumer can use a Gps device device to locate the nearest retail store, restaurant, gas place, or some other vacation spot. Current devices use an interior search engine to find a particular desired destination, predicated on the shortest travel time or shortest distance. This technology advises a new mixture of marketing parameters for stores and other providers. Earlier this season, the Taxi and Limousine Commission payment passed a rule stating that all New York City taxi cabs will need to have touch-screen display sections, credit card viewers and Gps navigation. The Taxi and Limousine Commission state governments, "These systems were designed with taxi rider and taxi driver insight to enrich the passenger experience"

A notable example of a company that has had a tremendous marketing work and successful sales and profitability due to effects of new systems is Apple. Apple is an authentic leader which is on the right track to emerge as the single most influential, life-changing and powerful company in the technology and consumer electronics universe. In a few years, it could even end up being the most effective. Apple and NBC Common released the unprecedented lineup of primetime cable TV shows on the iTunes Music Store. Apple built an entire suite of add-ons designed exclusively for iPods, creating a marketing frenzy or fad. Marketers of Apple's ipod touch are able to produce higher profitability and set up brand devotion with these special add-ons. The idea here's that once a consumer invests enough profit headphones, speakers, bags, etc. , they don't be quick to switch to a competing, non-compatible product, even if that product provides for a couple money less.

Furthermore, retailers will probably reinforce Apple's brand and create excitement around it because with strike products, like the iPod, a whole lot of store traffic is unavoidable. Brand support is an integral purpose to the development stage of the product's life routine.

In final, marketing techniques have grown and adapted as progress in technology appear. Companies will continue steadily to develop impressive marketing approaches for their products to be able to remain current with the technical advancements. There is no scarcity on the new ideas and technology to come. For marketers, this reveals a huge possibility to capitalize on. The secret to building better promotional initiatives may be to generate a better web site. According to a recently available review from the School of Wisconsin-Oshkosh, consumers use the Internet to research and supplement the information they get from traditional advertising. As a result, advertisements that allow consumers to go surfing to learn more will probably perform better than advertisements that don't provide a powerful online destination. Campaigns most positively influenced by the web, based on the study are television, radio, magazine advertising, direct email, and billboards. An excellent Internet site can improve these promotions because consumers who start to see the advertising will probably measure the products and services of interest to them online. Businesses that are looking to improve the results of traditional advertising need to dovetail their advertising strategies with Internet strategies rather than enjoying them as unbiased channels. While the UW-Oshkosh study demonstrates the Internet is more complimentary to traditional advertising than it is competitive, some common methods of advertising will suffer as consumers go online. Either way, one this is certain, the continuing future of marketing will be a fun-filled innovative perception to see.

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