Contributions of Modern Technology by David Ingram Essay Example for Free

Contributions of Modern Technology by David Ingram Essay 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 yesterdays 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, todays 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 â€Å"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 appeal the only thing that differentiates the ad from the movie or show. With a range of powerful tools at their disposal, advertisers can create visual messages that appeal more personally to specific consumer groups. Social Networks Social networks are proving to be an invaluable resource 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, memorable 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 cost to the advertiser. Internet Advertising The Internet has wrought havoc on the effectiveness of traditional advertising outlets while simultaneously creating interesting new avenues for marketers to reach 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 news clips. Free web-based games can be developed to provide an interactive experience while exposing players to advertising messages. Ads, combined with promotions, can be sent to individuals via email campaigns. Endorsements Paid endorsements of sports celebrities and events have become exponentially more effective due 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.