TECHNOLOGY MAKES US A MARKETING TOOL,

DEMOGRAPHIC AND TARGET By: Joseph Nieleszeruk

Overview Marketing Tool- social media, branding

Demographics- cookies, google analytics

Targeting- programmatic advertising, competitor conquesting

Marketing Tools The development of technology has

made it easier for companies to use us as marketing tools through online advertising. Social Media Branding (Brand awareness)

Social Media Through avenues such social media and peer

reviewed sites companies are able to use us to promote and review their products free of charge

Liking products, business, restaurants, etc and sharing it with your friends on social media is the new word of mouth for approving these products or services but on a much larger scale. One share or one like shows potentially thousands of people that you approve and companies are reaping the benefits

Branding Branding is one of the most efficient and

effective forms of advertising for companies today. Iconic brands such as Nike, Under Armour,

Starbucks, Tim Hortons use us to promote the products. We are essentially walking billboards that are free forms of advertising.

Viral Marketing Our clothes, coffee cups, etc are

plastered with large logos that show the world where we bought that product from. Celebrity photos, videos, movies and

television shows are at the forefront of brand marketing through technology. Product logos are strategically placed to grab our attention and creates a brand affinity, when Kim Kardashian wears a brand her millions of followers notice.

Demographics Demographics Definition- statistical data

relating to the population and particular groups.

The development of the internet produced a new way to market towards consumers. Companies are able to collect data

through systems such as: Cookies Google Analytics

Cookies What are cookies?

Cookies are small files downloaded to you computer. They are built to store data specific to your own digital footprint (which you like, click on, view, etc)

What do they do? Cookies can then be accessed by the web browser

or clients site which you are visiting. When they see your cookies (web history) they can then tailor their site towards you.

Google Analytics Google Analytics

Is a tool that companies use to track the traffic that visits their website. It helps the website publisher to better understand how people use their website and understand the performance of their website.

Google analytics tracks information for companies such as: what pages you visit most, the time of day, how long your spend on their website, your computers IP (so they can track where your computer is) and what sites you visiting before coming to that one. Google gains all this information and sells it to companies so they can better understand who is visiting their website and who they need to target.

Target Targeting is a form of online advertising

that redirects online traffic back to a companis website. Programmatic advertising

Programmatic Advertising Programmatic advertising is a tool companies

use to bring traffic back to their website once they leave. Often an online user will see an advertisment specifically geared to the product or company they were just looking at. Technology has now enabled companies to use online demographics to not only target and understand what your doing when your on their site but more importantly once you leave their website.

Competitor Conquesting Technology has even made it possible for companies to go

one step further and target once you leave one of their competitors website as well. For example they track your cookies and search history to find if you visited a companies website that offers a product or service similar to what they do. So if you were viewing shoes from nike and you abandoned that website and went to a new site you could then see an advertisement for adidas attempting to bring you to their website.

Most companies are able to access your search history for 30 days prior and use that data to target you online .

Conclusion The development of technology and the ability

for companies to track us has put a big target on our back. Advertising has change significantly over the past couple of years, companies can now interact online directly with their cosumers.

This advancement in technology and the way advertising has change brings up the debate of privacy. These companies being able to track you and follow you from site to site has eliminated any privacy online, I am interested in how this develops and how people react to this new form of advertising

References Hines, K. (2014, June 24). How to Use Google Analytics: Getting

Started : Social Media Examiner. Retrieved April 14, 2016, from http://www.socialmediaexaminer.com/google-analytics-basics/

Marshall, J. (2014, February 19). What is programmatic advertising - Digiday. Retrieved April 14, 2016, from http://digiday.com/platforms/what-is-programmatic-advertising/

Puig, T. (2015, October 16). The Truth about Humans and Technology in Marketing, and the Next Generation of Marketers. Retrieved April 17, 2016, from http://digitalmarketingmagazine.co.uk/articles/the-truth-about-humans-and-technology-in-marketing-and-the-next-generation-of-marketers/2728

What Are Cookies?Computer Cookies Explained. (2010, May). Retrieved April 14, 2016, from http://www.whatarecookies.com/