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How Advertising Has Changed Since The Digital Era

The advertising industry has changed dramatically over the last 25 years. With the birth of the internet and the rise of new technology and social media platforms, we’ve seen a dramatic shift in the way we advertise new products and interact with businesses.

Photo by Negative Space from Pexels

With a sea of marketing campaigns coming at us from so many different platforms, day and night, there seems to be a constant attack on the consumer and this means your advertising campaigns need to make an impact. This means understanding your audience and how they feel, even more than we ever have done before. 

One of the buzzwords of the internet is automation. Essentially this helps to target the audience, what they feel, need, and desire. Using automated advertising systems will help your business save a lot of time and money. You can outsource advertising agencies that will find the very best solutions for your business. You also need to understand algorithms that will analyze information and help you see how your adverts are performing. Google has plenty of options for small or large businesses which will help you grow your reach and the performance of all your campaigns.

In the past, advertising campaigns were mostly run on television, radio, or in print. This would also include on the sides of buses, taxis, and at train stations. As time evolved, static adverts moved to digitalized and interactive advertising. You can now stand in an airport and engage with a computerized advertising campaign. Sitting in the back of a taxi cab, you may see a televised screen with a constant flow of advertising for companies. The success of these campaigns and the value of the advertising space relies on the consumer coming to the area. It is also hard to work out the value of the campaign as you can’t see how many people have reacted or engaged with it. 

Today, we have social media and mobile phones, and this means advertisers can access us at any time, anywhere in the world. They can also hit us straight in the pocket. It’s almost like knocking on someone's door and showing them what you have for sale. Over 80% of adults use social media. From YouTube to TikTok, we are using these platforms to excite, communicate, learn and engage. Facebook uses an inbuilt advertising platform that you can use really easily for your business. It can target exactly who you want when you want and as often as you wish. You can set budgets and tweak your demographics. You will also get reports on how your advert is doing.

Larger businesses might want to outsource companies to take all of their digital marketing campaigns on. This will ensure that you have all the best technology available to you and a team of people that understand the data and reports. There are specialist companies that can work with different sectors to really deliver the best results. Whether you need PPC for lawyers or email marketing for healthcare professionals, you can find a business that will specialize in your sector and the exact type of advertising you need. This gives you the power of their expertise and allows you to focus on the other elements of your company.

Advertising on social media has become very video focussed. Videos get higher engagement than static adverts. Instagram and Facebook have built their ‘stories’ elements based on the increased engagement of video imagery. Offering business a short and snappy way of putting their product, brand or service right in front of the demographic. You can also build interaction into these adverts with the swipe up feature which takes you straight from the video advert to the shop. This plays on impulse purchasing. Giving users the ability to see and buy within moments. Video adverts are also more likely to be shared by consumers, helping to get your message further.

Most mobile phone users have smartphones that use apps, either for productivity or gaming. Advertising space integrated into non-paid apps is excellent. It offers the developer revenue and the consumer free use of the app. With most of these applications, the user has to watch the advert before they can get back to the activity they were doing. 

Product placement has been around since TV began; however, it has changed and adapted to fit the new way consumers are engaged. Companies like Netflix will use product placement and robust advertising packages to reduce the interruption to programs through traditional advertising. This type of campaign is more subtle but can have a much more significant impact. Watching your favorite show and seeing actors drinking diet coke in multiple scenes is a subliminal way of helping you make a choice when you buy in-store. You familiarise yourself with the brand, and it stays in your mind. When you are faced with a choice between multiple brands, you will naturally reach for the one, and your mind feels closest too. 

This type of advertising today uses a similar concept; however, it is more likely to be seen as article sponsors, written into the content or across the whole website, leading you to brands through links or advertorials. Virtually everything on the internet has been branded. You might not always realize it. However, it is there, in your subconscious and will again naturally come to the forefront of your mind when you need to make choices. 

One of the most significant changes to advertising since the internet arrived is the rise of Influencers. An Influencer is someone that processes the ability to influence potential buyers. They can use their power on social media to attract consumers to a brand or to sell a product to your target audience. There are multiple ways they can do this. Through blogging or Instastories, but one of the most powerful is Vlogging.

Video logging makes the most out of the power of our phones and the technology we have access to at home, such as GoPro cameras and digital editing software. Vloggers understand how to connect with their audience and engage them. They work with brands to promote a product or service to a highly engaged audience that trusts them. This can be a compelling way of selling your product. 

Influencers are incredible at creating their own content and selling to their followers. From the second they start creating a buzz about your product or talking about your business, you will see a rise in sales. They offer a strong link between your brand and the market. They are more powerful than your run of the mill PR campaigns, and they provide massive exposure. Brand awareness is one of the most important parts of sales. 

Influencers are much better and communicating your message to your audience, and over 80% of people buy a product after reading about it on a blog or seeing it on a Vlog. That's an incredible success rate. They do this because they are natural communicators. They know their fan base and their demographic and can speak directly to them. This form of advertising is outstanding value for you and makes use of the influencer's creativity, connectivity, and passion. 

In today’s world, your consumer needs to feel you are speaking to them, personally. Your campaign needs to make your demographic think that you understand their problem or have the solution to their issues. Today, this is more achievable than ever before. With the automation available, you can reach groups based on their location, gender, browsing history, and all of their passions. Adverts can literally follow a user from one website to another. If a target googles day trips to Rome, then they will be showered with relevant advertising about hotels, flights or restaurants in Italy. Companies like Facebook even use location services to know where you have visited recently. So if you walked into a Nike store, then you might see multiple adverts on your timeline for Nike and other sports companies. This is what makes advertising platforms so powerful now. You aren’t just putting an advert out to millions of people with the hope some will meet your target audience. You are sending your advert to millions of people within your target audience. 

There is no doubt that the internet has enhanced the traditional ways of advertising and created more powerful ones. Over the next few years, advertising companies are predicted we will see VR and AI take a prominent role. This will give consumers a more authentic engagement and will increase the personalization that they are hungry for. Already VR has been put to use with brands starting to play with the incredible technology to create real-world experiences. AI is also being used in some advertising campaigns to create customized content. This gives your target audience an exciting way to immerse themselves in your brand. 

It’s an incredibly exciting time for the advertising industry, and the future is going to see much stronger and deeper connections between brands and their consumers.

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