06 Oct How Interactive technologies are changing the face of advertising and brand promotions
Communication is an essential element that helps businesses grow and prosper, creates relationships, strengthens the effectiveness of organizations, and allows people and target audience to learn about one another. Technologies, such as the Internet, mobile phones, social media, and customer relationship management systems greatly affect the way companies communicate with prospective customers. These new forms of communication are changing the media landscape and the type of messaging strategy organizations use. This messaging strategy is a strong tool used by organizations for their marketing & sales activity, because the very first step is to make an effort to talk to your target audience.
With access to many sources of information along with an interest in interactive media, consumers may collect more product information on their own. Work environments are also changing, with more people having virtual offices, texting on their cell phones, or communicating through social media sites such as Facebook, LinkedIn, Pinterest, Instagram, Twitter, etc. As the media landscape changes, the money that organizations spend on different types of communication channels will change as well. Once companies have developed products and services, they must communicate the values and benefits of the offerings to current and potential customers. A special type of marketing called the Integrated marketing communications (IMC) provides an approach designed to deliver one consistent message to buyers through an organization’s promotions that may span all different types of media – such as TV, radio, magazines, the Internet, mobile phones, and social media. Delivering consistent information about a brand or an organization helps establish it in the minds of consumers and potential customers across target markets. With IMC, organizations can not only coordinate their messages to build the brand but also develop strong customer relationships while also helping customers satisfy their needs.
Young people today are part of the millennial generation, and it is consumers from this generation who are driving the change toward new communication technologies. A young consumer might opt to get promotions via mobile marketing – say, from stores on your cell phone as you walk by them or via a mobile gaming device that allows you to connect to the Web. Likewise, advertisements on Facebook are popular as businesses continue to utilize more social media. Traditional media (magazines, newspapers, television) compete with media such as the Internet, texting, mobile phones, social media, user-generated content such as blogs, and YouTube as well as out-of-home advertising such as billboards, movable promotions and the like. Therefore, all forms of marketing media have been forced to come up with new innovations to remain relevant.
And as the saying says ‘Survival of the fittest’, the need for survival is in the air, obsolete marketing strategies no longer can earn you the best brand equity!