Digital technology has assisted in the industry making changes to accommodate our tech-savvy society. Changes in the advertising industry have occurred due to the adoption of the Internet, social media, television, and mobile technology. The Internet has played a crucial role in the changes in the ad industry. Our society lives at a constant moving fast pace which the Internet accommodates. Through the Internet business have access to consumer information through their searches and are able to customize their ads towards a specific audience.
The evolution of media has transformed the way we interpret the world around us. It gives us a new perspective by allowing us to interact with one another through the Internet. Media has become much more personal and diverse as user-generated content becomes more prominent in our lives. We are exposed to assorted types of viewpoints that shape our understanding and knowledge of the social world. Moreover, change in technology has brought advancement to transportation methods, which makes it very easy and fast to go long distances than before.
In the past decade, the rise in internet usage has become exponential. It has paved the way for an amalgamated globalized media network working towards bringing people together and exposing them to a wealth of information at the same time. Digital in nature, the internet is like a global village allowing everyone unlimited access to anything, anytime and anywhere. It transcends physical boundaries allowing connections on an individual, personal and professional level. More importantly, the beauty of the internet lies in the fact that it is interactive and encourages participation as well as a sense of community when compared to traditional forms of media.
Technologies such as the social media, the web, mobile phones and customer relationship management systems and has a significant impact on current marketing. A surge of new technologies exists today to assist marketers in attaining and researching existing and future customers. Newer technologies, such as GPS, DVR's, social media and smart phone applications, are becoming even more important. Developments in technology make it possible for marketers to operate even more efficiently. Because of these developments marketers can reach immense numbers of people.
The Global village identifies with an increase economic integration and growing interlink between countries and the rest of the world. Globalisation brings potential for growth because more and more people are being connected to technology innovation like internet, e-mails and social platforms. Companies will have to determine what their objective is. It is not just the product but also the message which needs to reflect the current consumer mind. The communication messages of today needs to reflect sentiments of care and protection, rational and considered behaviour and performance and value Communication is much easier with the introduction of products and services such as Skype, WhatsApp, Facebook, emails and twitter.
Since the internet is more accessible than ever, the majority of the world’s population in first-world countries that are browsing social media sites has increased dramatically and following this trend to communicate effortlessly and instantly with others is an advantage. The more convenient an activity, the more likely people will participate. If more people participate, then, between all populations of the world, social interac... ... middle of paper ... ...ty where individuals can communicate and share. The ability to express one’s ideas on the internet has opened the doors for others to criticize, compliment, and help, thus increasing social interactions. Whether someone is across the street or on the other side of the world, social media has made it effortless to communicate.
(2011:1266), access to different media technologies stimulates the fluency of interpersonal communication such as telephone, email, instant message (IM) and social networks, thus, users could contact with others without the obstruction of distance and time. Digital media have varied human’s original social connection, whether it ruins the quality of personal relationships or explores more communication channels (Byam, 2010). It might be true that the amount of the modern media technologies users has increased dramatically and those technologies would play important roles for most people in their daily life and change not only human’s communication pattern but also impact on the quality of interpersonal relationship. The modern media technologies would attract more general public to utilize because of simultaneousness, interactivity, social identification and extension of social circle. However, some users would consider negative effects on interpersonal relationship, which result from heavy reliance of media technologies, for instance, ineffective communication due to unclear expression, threat to close relationship and a sense of interpersonal alienation.
Marketing techniques continue to expand and reach new potential parallel with technological changes of the modern world. Emphasis on faster and larger data sharing networks provide open framework for vast possibilities in the field of marketing. Not only do companies have the ability to reach out to people all across the globe but it happens without hesitation due to more powerful, creative, and personal means of communication. Eric Hammis, author of How Wearable Technology Will Impact Digital Marketing, and Jeffrey A. Rayport, author of Will Programmatic Advertising Be the Future of Marketing?, offer great insight into understanding how marketing is and will further be effected by growing technology. Presenting new ideas and radical change in this industry gives companies the ability to induce much more advanced and renowned ways of marketing.
Organizations, people, and companies from all around the world can collaborate ideas and work together with. This is not a new concept. People have been traveling across mass distances to trade products for centuries. However, with the developments that globalization offer, people can exchange goods and insights faster and more efficiently than ever before possible, with minimum effort or financial commitment. Modern communication, such as cell phones, and new technology, like the Internet, are a few of the factors that are advancing globalization at a rapid pace.