Role of Technology in Business and Advertising

Abstract

Today it is eminent that the role of computers has a huge impact on every person. Computerisation has taken over majority of the societal roles and has greatly improved lives. The most advanced machines include the intelligent systems that can control other manual machines. Today the manufacture industries use computer procedures and information fed to the processing systems to give out the desired output. The computer systems are all designed differently and yet the experts are not in a position to be acquainted with all the involved details. The battle with technology is dynamic and a continuous process expected to bring about new challenges every day. This mainly influences the marketing and advertising department is very vibrant due to the stable anticipated creativity. The society is dependent of technology today and having the computers in the workplace, homes and mobility enable effectiveness, and efficiency required for better and all round businesses. The computers cut down on the production costs and time since there is elimination on majority of the manual tasks.

Introduction

Today’s technology has advanced to a point where the graphical user interfaces are the key screens on use. Unlike the earlier days when people had to practically type out everything, the computation skills have amazingly incorporated the touch, voice or click commands. The key point is to embrace technological skills as much as possible as long as they make the human tasks easier to undertake without taking over on their lives. Arguably, it is equally hard for the intelligent systems to take over the society since the human beings make and control them with the aim of improving on the quality of life. The vice of laziness might be the only factor that can cause over-throwing of the human intelligence and creativity else, today’s internet enables resourceful communication and sharing of information. Although the tasks involving computation are expensive, especially the initial start up cost, the advancement involved, the output as well as the input requirements, finally the system becomes cheaper and much easier or appreciative due to the quality and quantity of output.

Thesis statement

“Technological effects on businesses and advertising.” This paper examines the real situational effects of computer technology on business production especially its impact on the marketing and advertising sectors. The analysis also focuses on the intellectual behaviour of people regarding the effects of technological changes to the business settings.

Objective/significance of the study

The main objective of the paper focuses on business production whose main determinant is advertising and evaluates the developmental problems associated with this type of advertising. Another significance of the study focuses on the global approach towards products and services awareness over the usage of computer systems and mobile telephony. The paper also forms an analysis over issue of consistency in the subject matter. Are people utilizing the computation appropriately? The analysis of what determines business marketing and advertising actions. Lastly, it addresses the issue of utilizing the new and anticipated computerized knowledge or electronic skills in advertising.

The procedure of the study

The literature reviews will enable better understanding of the topic. Preparation of the research proposal over the chosen topic enhances and quantifies the research as a study topic and prepares for respondents.

Information collected tabulates and ranks the findings to broad areas and helps to narrow the scope to the objectives of the study analysis. The analysis then concludes generally analyzed data in the literature review.

Purpose of the study

The main purpose of this study is to evaluate the issue of technology in businesses and advertising. According to Kalakota and Robinson’s definition of advertising (13), “it is the distribution of any kind of message or promotion that adds value to the customer, while enhancing revenue for the firm.” The electronic advertisement entails advertising through electronic billboards as a sure way of ensuring clients know the business exists and the seriousness behind it. It has great impact and the message rarely fail to the intended meaning. The other method is the mobile advertisement known to be among its vast edges of growth among many users.

Literature review

The biggest question many people would ask is the effect of technology on advertising of the already known products. How would the technology enhance advertising when there are already millions of personal views, pod casts and wide direct connections with production companies?

One prominent impact of the internet technology is the creation of a democratic media. The broadcast is international and free. According to Jin, (29) the highly recognized sites that allow personal perspectives that make the aspect of internet publishing easy and accessible to majority without the need for technical knowledge. These tools created by PyraLabs and acquired by Google promote democratic media also forms a basis for other macro-media such as web-logs, video casts, wikis and pod casts. The universal knowledge behind this tools was to enhance knowledge transmission by allowing direct and literal subscription of contents such as the Rich Site Summary (RSS) feed facility that allow automatic syndication of text, audio or visual data to subscribers. Most of these adopted RSS allow people to publish and update news feeds on the internet. Jin (31) Today, people are no longer mere consumers but producers as well with the ability to produce and share data.

Influences of the social aspects on advertising

The word of mouth especially from someone who is known or trustworthy remains as the best style of advertisement since time in memorial. Compensating the comments by use of advertisements is almost impossible. This form of advertising has come back in form of the internet-based forums on the sites that allow users to place personal comments or requests. Just like the earlier tittle-tattle conversations, the web sites enjoy incorporation into the databases of common search engines like Google thus recognizable as important sources of information. Many of these real-time comments posted by consumers are enough evidence that the word of mouth is back on a supercharged format.

As much as professionals would argue that the greatest influence to buying patterns is the brand of the product, the impact of the real-time comments is higher. Majority of the conceivable customers like to base their decisions on the rational world. Internet advertising means that every strength and flaw is available. For instance, if one wanted to acquire a car, it is possible to find some models, their reviews, pricing and the comments some people have over the car.

A willing buyer would want to know what the other person who has experience of the product has to say and pessimistic comments would affect negatively on the sales. Brand building is not the only big influence in today’s advertising territory, as experts would claim. The comments do not create the brand but have great damages in this hyperactively connected world. For instance, in 2005, the dell company experienced huge loses due to a personal comment posted by a customer over a faulty notebook and mistreatment by the customer care. (Jarvis’ blog, 2005) The comment erupted more remarks from other clients and the story blew up when the traditional media mainly New York Times, Washington Post and others featured the issue. In October 2005, Dell posted profits warning and what followed was fall of the stock prices. According to marketingsentinel.com et al on “Measuring the influence of bloggers”, (2005) these ware huge damages arguably influenced by a single client’s comment.

The hyperactive connected world phenomenon might be quite new in the advertising industry, but evidently, the errors committed by companies or its representatives get instant communication today among consumers and may have huge impacts to the business. This is an indication of the power of the internet billboards, search engines and thus the need for information technology in the advertisement industries. Today the companies can be able to use the comment related sites to feature available goods or services and find, and resolve problems involving common sales. Long before total embracement of technology, the foundations for most advertisement were supporting a phenomenon known as “information asymmetry.” (Levit et al, 279) Most company failed to reveal all the required information because of aims of easily influencing target groups or changing a negative public perception as a strategy of influencing the market. The companies whose products experienced market inferiority complex utilized the strategy as well.

Today the effect of such an advertisement campaign on the hyperactive connected markets would face zero-rating by the fact that the consumers have knowledge and expertise to tap information from the huge base of consumer comments. The clients can know any inferiority facing some products in the market today even before the company get to know. The connecting technologies have enhanced information symmetries. In line with Levit et al, (279) most certainly, the connected clients do not face high advertisements influences in comparison to their unconnected counterparts. Technology leaves no room for advertisement lies thus promoting fair transparent communication. There is enough information access and thus consumers can enjoy fair judgement over advertisement campaigns and invalidate the questionable ones whenever they find the need to. (Levit et al, 279)

The new advertisement language

The commercial messages are no longer in use today, the clients want the great life comments from experiences that fellow consumers have had with particular services or goods. They prefer reading information from the net as opposed to basing their judgements on commercial advertisements through the media. The flexibility is upon the consumer. The mobile technology enables the client to connect whenever they want at their free time as opposed to stipulated media timing. The hyper-connectivity among the consumers enables them to reach out for third person’s opinion, find some technical information and try to contact those concerns in the aim of making good decisions.

Customers wish to talk to the companies other than getting information through the traditional advertisements thus the need to adopt a technologically based language. This calls for the need to use advertising as a tool for the conversing with the micro targets as opposed to the large target groups. The consumer/company relationship overrules the possibility of faking the information regarding advertisements. With this kind of system, it is also easy to identify faking of comments posted among internet users. Personification cannot workout in the new advertising mechanisms of “blogging”. Arguably, the internet commenting technology takes the natural human tone of communication. Detection of fraudsters by users can easily occur owing to the concept that they understand the unique styles of the chartrooms.

Mobile technology

The mobile telephony industry is a constantly growing effective method of advertising that enables its clients to have their media the telephony advertisement. It utilizes the wireless technology to include transmission of audio data, the short messaging texts (SMS), e-mails, the multimedia messages texts, picture messages and broadcasting services. (Tahtinen and Salo, 17)

Mobile government in businesses involves the extension of concepts of governing to deliverance of information, goods or services to the clients in a civilized and personalised manner. (Tahtinen and Salo, 17) the advancement of the technology influences the way information is accessed as well as the point of origin. The mobile commerce is a concept that has improved widely about distribution of text or multimedia messages in the aim of enhancing business activities. (Barnes and Scornavacca, 129)

The cell phones have been able to take control of the information transfer field with ease because of the low and fundamental initial setup costs involved. The user experience and business models especially in developing countries remain a big hindrance to its full adoption. The various methods of mobile advertising that have been in use for a while such as the “WAP banners and the event oriented” texts fail to meet the satisfaction because they lack enough advertisers confidence as well as the creativity required to capture client’s attention. The unyielding problems related to usability, dissatisfaction of the consumer and lack of flexibility or longevity are some of the factors hindering the use of wireless data advertisement. The technology thus remains as a market niche for some corporate users such as the high-income earners and mobile technology professional who can meet any premium fees. (Barnes and Scornavacca, 137)

Developmental problems associated with electronic advertising

With regard to the above-mentioned perceptions, the new and advanced electronic communication styles of advertising in the business industries have huge and negative influences to the older generations mainly due to the generation differences. There has been so much revolution on the way communication is today. It is under high performance to a point that the youth can consume news twice as fast as the creating or publishing speed. Although the older generations are regaining their long lost trust over the use of the web for advertising at a remarkable speed in the aim of catching up, most of them are not yet able to get closest to with the current internet bubble.

Global approach towards advertising

Instead of the earlier conception that most business had of trying to find ways of expanding business via the internet with the sole aim of making profit, business are now interested in popular styles of sharing information and connecting plausible clients. The business ideas are now more eminent as opposed to business models. The internet has become a social facility where people can read, add, write, change and even consult the web page authors. The search of any micro media information has become a common and efficient scenario. A huge group of people are virtually able to work together. This is the system that supports the users view over the use of information and how it helps to review and rate information to be in a position of making proper decisions.

Consistency of the electronic advertising

Are people utilizing computation appropriately?

The World Wide Web advertising is no longer the same with the past years. It is more involved with “conversation, communication and empowerment” of public or plausible consumers. (Barnes and Scornavacca, 129) There is embracement of web commercialization whereby, the web becomes social for consumers to be involved in raising their needs and expectations and reporting. People are quickly embracing technological advancement due to the affordability of the hardware as well as software and the variety of the mobile telephony technology. Some aspects of the telecommunication industry require use of technology to transfer information thus making it inevitable to learn how to involve technology in the advertising or marketing industry.

People have begun to realize and accept that technology is forcing advertisement to reinvent to some form of business status that is impossible to revert.

Determinants of business marketing and advertising actions

Opportunities to participate and monitor the client responses

The talks about brands and products have meant that the companies ought to listen to the conversations and participate thus forming partnership with the clients in free focusing of the advertisement industries. The conversations are the today’s determinants of sales thus the need for the companies to engage in these procedures of incorporating the micro media in the marketing plans. Most companies such as the “Unilever” can monitor the customers’ comments and requests through the search engines. (Barnes and Scornavacca, 128) The technology offers a system whereby a customer’s complain gets a solution from the company through a response in real time before the issue gets out of hand. Such interaction enables brand relations between the micro media enterprises and the company without the need for advertising agencies. Useful insights are also achievable to offer the real time feedback over a product and its reputation in the market. The advertising agents can then be in a position to know where products transformations or requirements are important. They are also in a position to advise the company over the issues of decision making over active or passive participation in advertising. If taken in the right procedure, “Blogging” can be an interesting part of advertising because it assists the company to create a closer relationship with the consumer thus having a better understanding of the needs and requirements. (Levit et al, 279) It offers the client the opportunity to build a rapport with the company and enhances transparency and honesty. The action the business decides to take requires influence of the agent, who must have studied the consumer comments. If the company wishes to participate or initialize the “blogs”, then it ought to do so at its free will and in adherence to technology.

Utilizing the future expectations

The future of electronic advertising has its basis on the broadband of the mobile devices, such as phones. This is in opposition to the current static web technology on the mobile devices such as laptops, palmtops, or the mobile telephony survives. The aim is on making the geographical contextual information easy and possible through the mobile advertising that covers the geographical context.

In future, the RSS standard of content delivery in the web will probably take over delivery of information on other devices such as the mobile phones whereby users subscribe to specific content they wish to receive online. This is a great threat to the mass media and the way it distributed contents to the public. It is an immense advantage over the print, traditional, radio or cable transmission since users can filter news and subscribe to certain sections of the medial while discarding others.

The level of delivery also changes to a point of an online delivery where the users have access to most recent news. Advertising depends on the public driven macro media. For the planning of the media, future challenge is on the adoption of rules restricting the amount of power the consumers have over content. Consumers want a media environment with less commercial messages and more relevant to advertisement thus resulting to ease in modification to suit the needs or expectations.

Conclusion

Although dependent on the political decisions regarding privacy issues, the advertising industry anticipates a state whereby the future advertisements will have a strong geographical and technological awareness. The expectations are systems allowing people to read reviews instantly, concerning businesses they wish to venture into before the actual engagement.

The technology of broadband has already reached the mobile devices today but their higher technological aspects need further implementation. The expectations, which are already experienced, are outnumbering of the laptops or general personal computers by the mobiles. There are high renewal rates of the mobile phones compared to the computers and thus the high and constant triggers on the new technologies. The current phenomenon indicates that huge masses have access to the mobile technology and the population is anticipations are further and wider growths. The constant adoption of the RSS is an indication that it will be the future standardized tool for distributing content on the web especially for the internet broadcasting scenes.

Works cited

Barnes, S.J. and Scornavacca E. Mobile marketing: the role of permission and Acceptance. International Journal of Mobile Communication. 2004. Vol. 2. No. 2, 128-139.

Jarvis’, Jeff. 2005. Web.

Jin, Zhouying. Global technological change: from hard technology to soft technology. Intellect Books publishers, 2005

Kalakota, R. and Robinson M. M-business: The Race to Mobility, 2002. New York. McGraw-Hill.

Levitt, Steven. D. and Dubner, Stephen. J. Freakonomics: A Rogue Economist Explores the Hidden Side of Everything. HarperLargePrint Publishers, 2006

Marketsentinel.com, Onalytica.com and immediatefutere.co.uk. Measuring the Influence of bloggers on corporate reputation. 2005, Web.

Tahtinen, J. and Salo, J. “Special features of Mobile Advertising and their Utilization”. Proceedings of the 33rd EMAC Conference. 2004.