The Importance of Digital Technology in Advertising and If Outdoor Advertising Los Angeles Still Has a Place

Staff Writer: Carolyn Johnson

Date: 5.25.2012


There is no doubt that the advertising world has been in great flux and has changed dramatically from just a decade ago. The digital platform is ruling the media landscape, leaving more traditional platforms in great decline, such as print, television and outdoor advertising Los Angeles.

Los Angeles, a city containing some of advertising’s giants, has seen this change. Some suggestions with how advertisers can better adjust to the overwhelming digital flux has been researched by experts and advertising companies Los Angeles. They’ve come to an agreement that it would be wise to stay on top of the digital revolution.

Our youngest generation has grown up in the digital era, which puts “old timers” who are just learning this technology at a disadvantage. Recent studies show that fifty-percent of young people using the Internet are also content creators. One important change that the digital and Internet revolutions have brought us is the inclusion of many more consumer conversations. There are simply more “voices” in media now, many of whom create their own media and make money off it with little effort. A unique circumstance has occurred wherein content is produced by audiences.

Studies also show that the revenue of Internet ads have risen in the past few years, while the inverse result occurred with offline advertising revenue, partly thanks to local search marketing Los Angeles. Also, many of the jobs that are in the most demand are jobs dealing with the Internet and digital landscapes. Just as certain media platforms may be become outmoded, so are traditional forms of advertising. Thus some change is necessary in order for advertising to thrive in the new digital landscape.

Researchers have studied ways in which advertising can adapt in the new media age. The suggested answer lies in what is called the “uses and gratifications theory.” Another way to see it is as a new method of personalization. In this case, it is suggested that advertisers seek out consumers in accordance to the individual consumer’s own wants and needs. This is done by purposefully dividing people into groups based on lifestyle, demographic and other personal preferences. This ensures that the individual consumer will respond optimally to the brand message.

As long as you know who you are advertising to, one can successfully direct an audience to products that the consumers will respond well to. This can be done easily over the internet, especially when looking over a person’s search history and seeing their preferences.

For example, let’s say you are on Amazon search for a specific book. Near the bottom of the page are a list of books categorize as “You May Also Like…” This serves as an example as how advertisers can seek out consumers: by tailoring to the consumer’s interests.

This “You May Also Like” information is based on the purchasing history of customers who also purchased that same book. This method can be used for any and all products sold on the Web. When consumers can set their own preferences for products they want to see, they will be more motivated to purchase a specific product that matches said preferences.

Studying digital technology will clearly put marketers at an advantage, as they will better know how to use it and gear it towards their best audience.

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