Trends Influencing the Effectiveness of Advertising

There are many trends influencing the effectiveness of advertising. Advertising has dominated the social media playing field. For many years Google and other search engines have been the best location for online advertising. Now sites like Facebook and LinkedIn have jumped on the advertising bandwagon. Advertising on social media has a few advantages over traditional marketing. Geo-targeting is a major benefit. Social media allows one to target individuals of a specific state or city. Now, advertising changes from a mass broadcast to whoever may see the message to direct communication within a precise area. Social media also allows advertisers to target birthdays, age, keywords, gender, relationship status, and interests. All of these attributes increase the effectiveness of advertise.

Emerging technology effects advertising. Rapid technological change, particularly the development of information technology and its relationship to marketing, has led to the substitution of computers and other machines for unskilled labor. Today anyone who knows how to use a company and do online research can organize a reasonable marketing campaign. There are many advances in technology that make marketing a lot easier and efficient in cost and time. Rather than using direct mail, we use electronic mail. Rather than attending networking events, we use social media.

Consumer behavior is being affected by advances in advertising technology. Consumer behavior is the study of how individuals, groups, and organizations select, buy, use, and dispose of goods, services, ideas, or experiences to satisfy their needs and desires. Price increases are a major change agent. Escalating prices lead to financial problems and compromises for many families and businesses. No matter how much an organization advertises families are cutting back on recreational activities, shopping, eating out, and entertainment.