Small businesses now have unprecedented ability to communicate with their target markets thanks to modern technology, which has resulted in a dramatic shift in how marketers craft advertising strategies. 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, as opposed to the shotgun-spatter technique used by yesterday’s mass media outlets.

Descriptive Research

Advertisers’ ability to conduct market research and test ads is greatly enhanced by modern technology. Consumer data can be obtained in large quantities online, and the results of feedback and opinions can be analyzed instantly by computers. Opinion leaders can be engaged via online surveys that expose the viewer to a proposed ad while soliciting feedback. Virtual focus groups can bring people from all over the world together 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.

Over the last 20 years, development tools for internet advertisements have vastly improved. While static, logo-driven banner ads were effective in the 1990s, today’s ads include video, animation, and even interactive elements.

Advertising on the Internet

The Internet has harmed the effectiveness of traditional advertising outlets while also providing marketers with exciting new ways to reach consumers.

Much more effectively than mass media, internet banner ads can be strategically placed on websites that target specific consumer groups. On Internet videos, such as news clips, advertisements in the style of television commercials can be placed. It is possible to create free web-based games that provide an interactive experience while also exposing players to advertising messages. Individuals can receive advertisements and promotions via email campaigns.

Instruments for Development

Advertisers can now create more effective and impressive ads for television, print, radio, and the Web thanks to modern technology. Ads with a “wow factor”—something that catches viewers’ attention and keeps them glued to the screen—can be created using modern video editing equipment. Advertisers can now create lifelike settings, characters, and action that were impossible to achieve only 40 years ago thanks to advancements in computer animation. Special effects also enable ads to fully leverage the marketing appeal of popular films and television shows, with the obvious product appeal serving as the only distinction between the ad and the film or show. Advertisers can create visual messages that appeal more personally to specific consumer groups using a variety of powerful tools at their disposal.

Endorsements

Because of the reach of radio, television, and the Internet, paid endorsements of sports celebrities and events have become exponentially more effective. Endorsements that previously only reached a few hundred people can now reach millions thanks to national broadcasts and Internet exposure.

Social Media Sites

Small businesses and bootstrap marketers are finding social media to be an invaluable resource. Aside from allowing advertisers to engage consumers in research and testing, social networks also provide a powerful and cost-free distribution system. Using a social network to distribute interesting, memorable ads can start a chain reaction in which individual viewers spread the advertising message to millions of people in a personal way, at no cost to the advertiser.



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Disclaimer

Views expressed above are the author’s own.



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