Digital Technologies' Influence on Advertising and Consumers

This report examines the profound impact of digital technologies on the advertising industry, particularly within the retail sector. It delves into how digital advancements have reshaped consumer perceptions and marketing strategies. The report explores the evolution of advertising from traditional methods to digital platforms like social media, analyzing their effectiveness and cost-efficiency. It outlines the key steps in designing successful marketing campaigns, emphasizing the importance of identifying objectives, setting budgets, and choosing appropriate channels. Furthermore, the report discusses the influence of the internet on advertising spending and the various ways businesses allocate their advertising budgets. It also touches upon the ethical considerations surrounding consumer data and its use by companies. Overall, the report highlights the transformative power of digital technology in advertising, emphasizing its ability to target audiences effectively and measure campaign results, while also acknowledging the potential downsides such as consumer data privacy concerns.

Media and Creative
Industries Critical
Perspectives

Table of Contents
INTRODUCTION...........................................................................................................................1
Task 1: How does digital technologies changes and how does have changes the perception of
customers in terms of advertisement......................................................................................1
Task 2: Steps of successful marketing campaign are as follows:...........................................3
Task 3: How is internet changing the way advertising spent money and different way to spend
adverting money.....................................................................................................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
This report is based on the advertising industry, advertising is process which helps
business person to promote his or her services to the customers In systematic manner. As digital
technologies changes wit the time and it also changing the advertisement sectors. Digital
technology is used in different sectors but it plays a huge role in advertisement field. This report
explains the importance of digital technologies which helps an organisation to enhance their
business. It will focus on the changes in digital technologies and also describes its impact on the
advertisement sector. This report describes the different factors which are used in the
advertisement. It will explain the role of social media, television, newspaper etc. in the
advertisement and also describes that how all these elements are helping to improve the business.
Further more this report will explain the process of designing advertising, This designing process
makes effective advertisement. Apart from this report also describes the different kinds and new
form of advertisement. As digital technologies improve the living standard of people within the
country. At the end this report focus on the importance of internet in the digital technology as it
is the one of the most easy and effective way to promote the business. In order to conduct this
report, retail sector have been taken, in order to identify that what have been changing in the
retail sector in terms of past and current marketing.
Task 1: How does digital technologies changes and how does have changes the perception of
customers in terms of advertisement.
Digital technology plays a huge role in the media and advertising. Development in digital
technology brings so many advantageous in media and advertising sector. Through the advanced
technologies, cited sector are able to enhance their performance and can enhance the future
opportunities in effective manner. Digital media improved the humans lives, it improving the
productivity and facilitating in advertising sector. Smart phone, internet, computers, social media
all are included in the digital technologies. As digital technology changes, advertising sector also
changes (Burke-Garcia and Scally, 2014). Cited sector are able to communicate in all over the
world through advanced digital technology. Before people communicate with each other face to
face they invite each other for dinner and lunch and they communicate with each other but now
days all process is changed and people can communicate through the phones, emails, social
media etc(Mangematin and et.al., 2014).
1

Since a long time advertisement has played a major role in promoting the products or
servces in retail sector. This helps them to attract and retain large number of customers and
increasing the sales of an organisation. Advertising of an retail sector depends upon the
behaviour and needs of consumer, each and every advertisment is designed considering the
customers or consumers. The advertising practices analyse the consumers for effectively develop
a highly influencing advertisement. The enhancement of digital technologies has greatly affected
the advertising practices in the retail sector (Clare, 2013). The Digital technology is now helping
the advertising to properly analyse the consumers and the element which can influence the
people. The various tools of digital technologies such as social media marketing campaign,
search engine optimisition etc. Helps the retail sector to find out the demand, preferances and
changing trends of cosumers. The social media marketing enables the organisation to closely
know their customers such as the elements or factors which highly attracts the customers etc.
This helps the marketing department to develop or design such advertising which can highly
influence a person to buy the products or services. Therefore, the digital technologies helps
advertising a lot to know more about the customers.
Such as when the venture want to promote the product which is newly launched by them.
In previous time, they used to market their new products with the help of radio advertisement.
Other than that retail organisation are able to promote their services and products through the
newspaper only. But after the introduction of digital technologies, retail sector used to market
their new product with the help of social media marketing such as Facebook, Instagram etc. With
that retail sector are able to promote their products and services through the different digital
technologies. Through the advanced digital technology an organisation are able to enhance their
productivity and growth in good manner (Couldry and Turow, 2014). Other that retail
organisation can also use different modes of promotion. For example as follows:
Social media: Today, through the new digital technologies an organisation are able to
attract the customers. Social media plays a huge role in the digital technology sector. Today all
people mostly young generation used social media so much. Entrepreneurial can promote their
products and services through the social media such as Facebook, twitter. Hike, Instagram etc.
these are most famous social media which is used by all people. Moreover, through the social
media organisation are able to gain feedback from customers, client's feedback is very important
2

because through the reviews' corporation can provide the products according to the customer's
needs and interest.
Social media provide facilities to the customers also, through the social media customers
can find the location and address of organisation moreover, they are able to read reviews and
feedback about the administration. So social media is an important medium of digital technology
which helps organisation to improve their productivity and business in effective manner.
Moreover, through the social media organisation can hire the best and high qualified employee's
corporation can advertise the jobs opportunities through the social media within the workplace
(Foord, 2013). Organisation will be able to select the high qualified and skilled employees.
Moreover, administration can recruit the employees from all over the world through the social
media. People will come from different areas and countries which will help to improve the brand
image and their reputations in the all over world.
Negative impact of digital technology
 A distraction: Digital learning can become an element of a distraction at times.
Sometimes, the student begins to spend more time on it than he should. At times, he
completely loses interest in his course books and classroom lecture. This way, he is
bound to miss out on important things.
 An expensive idea: Not everyone can afford to buy electronics for studying. Laptops,
smart phones, etc. are quite expensive and therefore cannot be afforded by everyone.
 Missing out on the real stuff: Lack of face-to-face interactions with the teachers and
classmates is not a healthy move. It is important to remember that not all education can
be received through digital learning. Class lectures and discussions are important
learning processes. The bond of a teacher and pupil is very important for a positive
learning experience.
Should consumer own their personal data or not.
According to present scenario, digital technologies is evolving and expanding its roots
into each and every individuals professional as well as personal life. The companies are easily
extracting personal information of consumer through various methods or ways. The almost-
predatory method of extracting information in return for free service has been applied to the
3

most vulnerable people many of whom had been underemployed and could not afford to pay
money for multiple services. Modern statistical algorithms make it possible to divine all sort of
conclusions from this wealth of data, from somebody's sexual orientation, to their closely-held
political beliefs. This is a significant threat to freedom and democracy. Therefore, consumers
should manage and control their personal information to stop misuse of it by online companies.
Task 2: Steps of successful marketing campaign are as follows:
The creative process of designing advertising
When the retail organisation want to promote their product and services with the helps of
digital advertisement or marketing campaign , the important steps of designing the advertisement
are as follows:
 Identify and set marketing campaign objectives and parameters: this is first stage of
advertising the products and business. In this stage company identify and determine the
marketing campaign objectives and functions. Other than that to design the online
advertisement, it is the initial stage in which manager examine organisation's vision and
strategy according to the needs and wants of the customers. For analysing the vision and
strategy a collaborative marketing audit process is done by the owner. In this process the
main manager of advertisement company will investigate organisation's capabilities
through the stakeholder interviews. In this process weakness and strengths are analysing
which is very important for the effective advertisements. Creative visualiser focus on the
creating, developing and designing the message of ad copy
 Set marketing campaign budget: after analysing the objects, company set marketing
campaign budget. It is important stage because in this stage, manager decided the media
and network where he will promote the business.
 Choose to market strategies and communicate with customers: at this stage company
will decide channel and different media such as social media, google etc. to promote the
products and business. This is important method because this method generates the
different ideas of advertisement and also provides the themes of promotion. This method
includes the polling idea from a group of experts in this process experts provide the
4

different ideas. After that the best idea will be selected which improve the business in
effective manner. in this method all experts examine the ad problems in multiple ways.
 Choose the proper keywords of the advertisement: In this method identifies the
several and different elements and factors which are correlated to new ideas. Other than
that this method focus on the keywords and things associate are identified and examined
in this method. It is creativity process where it is developed from the result of
brainstorming. Expert designer provides an effective frame for an organisation.
 Information about the new product: In this process complete information is given
about the product and the whole story is told to ad agency. in this process design expert
translate the creative result into different communication media.
Effective advertisements is made by an effective planning and process. There are
different ways to create a designing advertisement. Advertisement copy is a written or spoken
message that is transmitted through the voice media, print media to attract the customers (Foord,
2013). Through the effective design of advertisement organisation are able to promote their
services and products in effective manner. Through with the best design advertisement
administration are able to enhance their performance and gets effective outcomes.
Way by which digital marketing have change the way of advertising the products and services.
With the introduction of the digital marketing, it has changed the way of doing the
promotion and advertisement. In pastime advertisement was made on TV, radio etc. which was
time and money consuming. Other than that analysing the effectiveness of advertisement was
also complex (Burke-Garcia and Scally, 2014). But when digital advertisement have been
launched, cost of creating the advertisement have been reduced. Other than that retail sector can
also analyse their advertisement with the Google analytic.
Today advertising on the internet is much more famous in all over the world with
powerful abilities, to target the right audience and to measure response instantly. The internet
has completely changed the way that customers looks for and get what they want. Those
business which continually want to improve their business and try to expand the business in
different sectors uses different advertisement and marketing methods.
Traditional marketing is not providing the effective result as compare to the digital
marketing. Traditional marketing such as newspaper etc. are not able to provide the effective
5

result and outcomes(Phillips,Kiron, and et.al.,2015). One of the most advantage is that it reduces
the cost of advertising. With the newspaper and direct mail for instance includes designing,
writing and printing cost it is expensive process to communicate with customers. On the other
hand through the internet business person does not spend higher amount for promoting their
products (Couldry and Turow, 2014).
Changing way of advertisement by the introduction of digital technologies
There are several new ways by which retail sector have change the way of advertising the
products and services with the help of digital marketing, that are as follows:
 Analog computer to digital computer
 Telex to Fax
 Desktop computer to laptop
 2 G TO 3 G to 4 G
 Mobile phone to smart phone
 Digital watch to smart watch
All are the most common and major changes of digital technology which helps people to
improve their living standard and also help organisations to promote their business through the
different advertisements. As from the above points digital technology is improved in effective
manner previously people used mobile phone in which they can only communicate with
messages and phone calls (Clare, 2013). Mobile phones did not provide the internet services and
other facilities but smart phones offers so many facilities to the people such as internet browsing
etc. moreover previously 2 G was used now days 4 G plays a huge role in the internet browsing,
person can find the information within a Neno second through the 4 G facilities(Foord, 2013.).
New Forms of advertisement
 Online marketing- this is one of the most useful tool for advertisements through the
online marketing company are able to increase the productivity in effective manner. For
example flip cart, amazon, myntra are providing the different products through the digital
technology. Through these customers are able to purchase products without going
anywhere they are able to order the products from home or from anywhere. Customers
6

are able to get products at home. Through the online marketing organisation are able to
promote their all products.
 Social media marketing: it is also new form of advertising which enhance the
performance of organisation. It makes people more curious about product or business.
This is new and effective digital technology of advertising. Through the social media
such as Facebook, twitter, hike, snap chat, twitter etc. are one of the best tools of social
media marketing.
 Cell phone and mobile advertisement: this is the newest form of advertisement, in
which people uses the electronic devices such as cell phones, iPads, kindles etc. with the
internet connectivity.
 Advertising thorough the television- advertising through the television is plays crucial
role in the advertising. Television is one of the most success media of digital technology.
Television plays a huge role in the success of organisation. Business person can promote
their products with different themes through the television. For example Coca-Cola are
able to improve its brand image in all over the world through the television
advertising(Ryan,2016). Television advertising using different themes in the
advertisements it is the best process to attract the new customers towards the
organisation. Different themes uses to attract more customers apart from this company
choose celebrities to promote business. This process helps to attract young generation
because young people follow their celebrities more.
 Newspaper ads: it is traditional form of advertising, organisation can advertise their
products daily, weekly in newspapers. In this process they can give a brief about their
products and services. Moreover, company can also advertise about the job vacancies
through the newspaper. This process of advertisement remove the pressure of workload
in the organisation because in the job advertisement al important information are
described such as qualification, experience etc. human resource manger get the
candidates according to the vacant positions.
 Broadcast advertising: a mass market form of communication including television,
radio etc. broadcast advertising are the best and dominant way to meet many consumers,
it is the most popular way to reach millions of people(Kane, Palmer and et.al., 2015).
7

 Outdoor advertisement: any type of advertising that reaches consumers when they are
away from home.
 FM Advertisement: this is voice advertisement in which organisation chose the best
radio station to promote their business and products. An alternative or urban station is
good to reach youth aged 18 to 25. So it is the best way to attract the more customers
towards the organisation.
 Television advertisement: it takes more time to promote but it gives the effective result
because television is the medium which is used by all generation. There are some
difference in the cost of TV advertisement. Local TV advertisement takes low payment
whereas national TV advertisement takes high cost.
 Print promotion style: print is taking a back seat to the many digital forms of
advertising now available to marketers. This is class is categories into three
subcategories:
 Periodical advertising: this includes the medium which are comes out at regular
intervals such as magazines, newspaper etc(urke-Garcia and Scally,2014). Brochures and
point of sale advertising: this approach is used when yo have more information
Apart from this TV advertisements also helps company to compete with their
competitors. Through the different advertisements with unique themes attract more customers.
TV advertisements also helps customers to choose the best products, through the advertisements
customers are able to learn about their products in details. They have different choice in the
market through the advertisements.
Task 3: How is internet changing the way advertising spent money and different way to spend
advertising money.
Almost everyone who started new business has known the importance of advertising. To
expand my business and to promote products retail organisation will spend money in the internet
advertising. As through the advertisement retail firm will be able to attract more customers
toward the company. Retail venture will spend the advertisement money in the following ways:
Way by which retail organisation spend money on advertisement in today's time
8

 Research: it is very important part of marketing because through the research firm will
be able to determine and focus on the marketing investments(Couldry and Turow, 2014).
 Email marketing-$300: To promote the business firstly retail venture will spend $300
on email marekting. It is cost of 1 year mail chimp.
 Video marketing--$500: video marketing is one of the most important tool to advertise
the products. There are so many ways to promote the products through the videos. Retail
organisation use branded YouTube video channel to advertise the products. Through the
YouTube video channel (Royle and Laing, 2014)I can be able to attract young generation
customers more retail firm thinks video is too modern technology to promote the
business.
 Social-media promoted posts--$200: as social media is one of the best and famous
technology to promote the products and services. Social media platform focus on the
promotion efforts. Once retail firm have identified channel after that retail organsation
will promote the products with paid ads. Apart from this will make official page on social
media such as Facebook, twitter etc. to promote my business(McChesney,2013).
 Graphics/photos--$40: with the different designs and themes firm can attract more
customers. Cover photo include social apart from this retail organisation will chose the
best logo for my business.
 Newspaper--$300: it also the best way and traditional way to promote the products and
business. TV advertisement--$400: this is expensive way to promote the business but it gives the
effective results.
Where did retail firm put this advertise
 Online advertising: if people see advertisement via internet are classified as online
advertising. Posting the ads on websites are one of the best and new technology of
advertisement. Business person can advertise their business on the websites though the
websites they can promote the products through the articles and images. Moreover, they
can also get the reviews and feedback of their customers which are very important for the
future development(Clare,2013).
9

 Direct mail promotion: in this process business person mailed printed pieces direct to the
customers. Guerrilla advertising: it is known as ambient media in this type of advertisement business
person invites the customers to participate and interact with the piece in some way. For
this location and timing are important in this process.
How did company spent advertisement money
 Digital advertisement: $500 In today's sophisticated and digital marketplace, people
have more options and opportunities to promote their business and services. With the
increase in popularity of internet the speed of marketing changed and improved. In past
people go in different areas and countries promote their products and services which
increase the cost of marketing and promotion but now days through the internet business
person are able to promote his business and services from his or her home. He does not
need to go anywhere to advertise his or her products.
 Traditional marketing mix with internet marketing $400: It has been affected by the
change in the internet marketing. Through the social marketing and word of mouth
entrepreneurial are able to expand their business, Small entrepreneurial are able to
convert into large entrepreneurial. Any company that want to increase the productivity
and benefits are following internet marketing approaches because this is effective process
to attract the customers and also done at low price and takes less time. One of the most
beneficial of internet advertisement is that it is not high amount of money. In traditional
marketing business person has to pay the more amount of printing and also takes more
time as compare to internet marketing(Küng, 2013).
 Social media marketing $500: Firm will put advertise in the social media such as
Facebook, hike, twitter, Instagram, snap chat etc. moreover organisation will put the
advertisement online because most customers look for products and services on-line. In
the past, companies were used traditional marketing more, they promote their business
and products through the newspaper, telegram, radio, television etc. these process were
costly and also take long time. Now days, digital technologies are used to promote the
business (Foord, 2013). Different digital technologies are such as internet, social media
10

etc. through the internet and social media such as Facebook, twitter etc. business person
can advertise their products and business in effectual manner.
CONCLUSION
From the above report it has been concluded that advertising changing in response to the
rise of digital technologies. Digital technology plays a huge role in the success of organisation
because retail venture are able to promote and communicate with their customers through the
different digital technologies. This report explained the changes of digital technologies and also
described its impact on the retail sector. Apart from this is also concluded that there are comes
many changes in the digital technologies such as Analog computer to digital computer, Telex to
Fax, Desktop computer to laptop, 2 G TO 3 G to 4 G, Mobile phones to smart phone etc. al these
factors are playing an important role in the business and also helps to improve the living
standard of people within the country. As from the above report it has been concluded that
digital technology is improved in effective manner previously people used mobile phone in
which they can only communicate with messages and phone calls. Apart from this report also
focused on the designing of advertisement. It has been concluded that for the effective
advertising, business person has to design a perfect and effective design of advertisement
through he or she can increase their business productivity and growth. Moreover, this report also
explained the different kinds of advertisement methods such as social media, newspapers, FM
advertisement, television advertisement etc. all these methods are used to promote the business
and also provides the effective results. From the report it has been concluded that internet
changing posses main role in the digital technologies because it takes less time and money to
advertise the products and business. At the end report explained a budget for advertisement and
also explained the sectors and various fields where entrepreneurial can promote their business.
From the report we can come to know that social media and you tube are one of the best way to
promote the business and also provide the customer's feedback which helps organisation to
provide the products according to customer's need and interest.
11

REFERENCES
Books journals
Burke-Garcia, A. and Scally, G., 2014. Trending now: future directions in digital media for the
public health sector. Journal of Public Health.36(4).pp.527-534.
Clare, K., 2013. The essential role of place within the creative industries: Boundaries, networks
and play. Cities. 34.pp.52-57.
Couldry, N. and Turow, J., 2014. Advertising, big data and the clearance of the public realm:
Marketers' new approaches to the content subsidy. International Journal of
Communication. 8. pp.1710-1726.
Foord, J., 2013. The new boomtown? Creative city to Tech City in east London. Cities. 33.
pp.51-60.
Kane, G.C., Palmer, D., Phillips, A.N., Kiron, D. and Buckley, N., 2015. Strategy, not
technology, drives digital transformation. MIT Sloan Management Review and Deloitte
University Press, 14.
Kim, J., Warga, E.J. and Moen, W.E., 2013. Competencies Required for Digital Curation: An
Analysis of Job Advertisements. IJDC.8(1).pp.66-83.
Küng, L., 2013. Innovation, Technology and Organisational Change. Media innovations: A
multidisciplinary study of change.pp.9-12.
Mangematin, V., Sapsed, J. and Schüßler, E., 2014. Disassembly and reassembly: An
introduction to the Special Issue on digital technology and creative industries.
McChesney, R.W., 2013. Digital disconnect: How capitalism is turning the Internet against
democracy. New Press, The.
Royle, J. and Laing, A., 2014. The digital marketing skills gap: Developing a Digital Marketer
Model for the communication industries. International Journal of Information
Management.34(2).pp.65-73.
Ryan, D., 2016. Understanding digital marketing: marketing strategies for engaging the digital
generation. Kogan Page Publishers.
12