An Overview of Interactivity and Its Importance in Today’s Advertising in Los Angeles

Staff Writer: Carolyn Johnson

Date: 5.25.2012

 

Several advertising journals across the world have made the bold proclamation that advertising advertising in Los Angeles is dead. In a 2007 interview from Internet Advertising: Theory and Research with advertising scholar Sally J. McMillian, McMillian countered that the advertising world can replace the word “dead” with the word “redefined.” Digital media has changed the way people worldwide communicate with one another. Therefore, it is vital for the advertising world to contemplate different ways to communicate with consumers in a way that is relevant to our current times.

Communicating with consumers nowadays has also become one of the biggest hurdles the advertising world has had to cope with, thanks the emergence of new digital technologies. One solution to this problem is encouraging interactivity in advertising.

Sure, advertising isn’t dead, but traditional modes of advertising are struggling to keep up with the massive changes, such as mass media television, print, and outdoor advertising Los Angeles. This is all the more reason for advertisers to learn how to communicate via new media.

In the “times of yore” of traditional mass media, one voice – that of the brand – communicated to a massive amount of people in the form of television and print ads. Television and print ads, however, do not foster interactivity between customers and advertisers like digital media has. Because communication has so changed and become ubiquitous, advertisers must adjust to the changes.

Internet and digital technology now fosters interactivity, a relatively new concept in advertising that comes with a more personalized approach, as opposed to the one-to-many approach of print and television ads. The Internet has brought about the concept of Los Angeles search engine marketing. Marketing firms are familiar with search engine marketing, which appeals to customers based on their keyword searches in Internet search engines.

A consumer’s previous search histories are recorded as real time data and can determine the person’s interests and preferences. Thus, a company can have a more one on one relationship with a consumer, curating their products to the interests of the consumer and targeting a more specific audience.

It has been put forward that, because of the way advertisers now communicate with customers, advertising has become something of an obsolete term. Advertising now communicates with consumers in a level unrivaled by any other time in history. Advertising could conceivably be called “customer communications.”

The Internet has also changed communication not only between brand and consumer, but also between each consumer. Word of mouth is generally one of the most trusted methods of product marketing amongst consumers, and with the Internet, word of mouth is more rampant than it has ever been before, particularly through social networking.

Some businesses, unfortunately, have been trying to take advantage of this phenomenon in unethical ways: by planting their own employees onto online social media sites to praise their own product. Advertisers should strive for a more ethical way to use social media marketing to their advantage.

Thanks to interactivity, an important change is taking place with businesses in this new digital age: through interactivity, brands generally do not sell one product to many customers, but directly the inverse: brands now sell many products to one customer.

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