TECHNOLOGY + ADVERTISING Modern Ad Campaigns

Technology Behind Digital Marketing New Technology Emerges Technology Gains Popularity; Appears in Marketing Radar Innovative Marketers Explore the Emerging Technology to Connect with Target Audience Technology Becomes Mainstream; Adopted as Standard Marketing Practice

Consumer 2.0 Interconnectivity Level the Information Playing Field Relevance Filtering Niche Aggregation Micropublishing of Personal Content On-Demand: Anytime, Anyplace, Anywhere

Interconnectivity Consumers able to connect with each other with greater ease and access (via , IM, Texting, Social Networks) Interaction has become global Virtual communities

Leveling Information Playing Field Content can be created, published, accessed and consumed quickly and easily Consumers can conduct their own research for products/services (ex: Travel Industry) Knowledge is power = Power shifting to consumers

Relevance Filtering Consumers filter what is relevant to them Ignore messaging that they perceive irrelevant Personalization of messages received ( subscriptions, customized RSS feeds) Niche Aggregation Abundance and diversity of online content Consumers can indulge in special interests and hobbies Aggregation of like minded individuals online

Micropublishing Consumers can express themselves online Publish own content at little to no cost Post opinions on forums and feedback forms On-Demand Consumers can satisfy needs more quickly Less barriers

Digital Audience Increasingly comfortable with digital media Want it all and want it now They’re in control Fickle buyers Vocal

Demographic Audiences The advertising industry breaks down target demographics into the following age cells, and then by gender. Demographic Market Segmentation M = Men, W = Women, A = Adults (or P = Persons) 12 – – – – – –

GAMECHANGERS Google & Facebook

Pioneers: Innovating Advertising GOOGLE Ad Words Direct targeting to consumers FACEBOOK Word of Mouth Opened up opportunities for marketers to execute more accountable, influential, and multidimensional campaigns

Changing the Rules of Engagement Old Traditional Media Plans Target Mass Media Brand Awareness New Digital Media Plans Microtargeting Consumer Response

Digital Enables… Consumer response management Real-time tracking to creative material Personalized experience Insight on how to reach consumers Better word of mouth advertising via peer recommendations

Google Effect Marketing Problem: Waste & Accountability Google Solution: directly target consumers when they are looking for a product or service How? Paid Search + Ad Words. -Match advertisers to searches for information

Facebook Effect More social networks Simple interface = prevail against competitors Biggest website globally Magnified the power of word of mouth Transparency with users forces transparency with brands

Facebook Effect for Advertisers Data is key What’s Working vs. What’s Not Accessible 24/7 “Share” Factor Microtargeting