Studying Technology’s Impact on Marketing and Advertising – Marlene Heise in Kern Business Journal

Remember when a stamp, envelope and piece of stationary were your main communication vehicles? Do the words smart phone, internet, social media, pod casts, e-edition, eBlast, mean anything to you? Of course, the media landscape is changing with technology; however, that doesn’t mean that you can’t utilize cross platform mediums to make your business a success! Advertising and Marketing help businesses grow by creating a way to communicate the message of who you are as a business, why the consumer should purchase your product and why the consumers’ life will be enhanced with the use of your product. Technology provides the platform to deliver those messages to your perspective consumer. New technologies are changing the media landscape and the multiple methods that businesses communicate with customers.

It may seem daunting; however, various types of technology make it possible for a little known product to become a world leader. Technology provides the opportunity to distribute advertising messages to multitudes of people with the click of a mouse. Your product or service must provide a cohesive and consistent message to consumers that span all different types of media – radio, TV, magazine, internet, smart phones and social media. Delivering consistent information and messages about a brand or a business helps establish it in the minds of potential consumers. Those messages will build your brand and develop strong customer relationships.

Technology has made it possible to be more connected to your customer. With an eblast or direct mail piece you can address your customer by name. With technology you can learn how many potential customers are within a 10 mile radius of your business. With technology you know how many “hits” your web site is getting, where they are coming from and how they are accessing your web site. Engage your customer with technology, talk to them on a personal level and provide a message that is relevant to their needs and they will buy!

The media landscape is changing, just remember ….
• 50.3% of ecommerce website traffic comes through a mobile device ( Source: Shopify)
• The average media consumption for one person each day is 7 hours of which 1.8 hours is spent on a mobile device (Source: State of Mobile)
• What would people rather give up for a week than their phone? Alcohol 70%, Chocolate 63%, Sex 33% (Source: TeleNav)

Yes, the media landscape is changing, but every successful business owner knows that change is inevitable and also holds a lot of opportunity. Be relevant! Utilize technology to create consistent and cohesive personalized messaging to your customers.