Digital advertising, including anything on the Internet, has expanded through the use of devices in which users can receive Internet access from almost anywhere (think phones and tablets). This increase in online activity creates an even larger emphasis on the importance of your brand’s data as well as data in your industry as a whole. Data analysis can help companies identify tools needed to help better understand their business. For example, customer feedback can assist your brand in better knowing how to target your demographic base. Demographic data on consumers and users of your brand can help to increase specific needs related to support, strategy, and even pricing.

Traditional advertising is equally as important today. With the impact of technology, both must be used together and in an even more industry specific way than in previous times. Advertising must target the interests and needs of your brand’s user demographic in order to obtain and keep their attention. Technology has allowed the advertising industry to collect and keep track of target demographic data, sales, and more. However, how your company uses this information is more important in regards to what your brand can offer and how your users will notice these ads (whether it is through the Internet or by traditional media) amongst all the others fighting for users’ attention in your industry. What will make your brand’s advertising stand out?

Mobile ad spending totaled $4 billion dollars at the end of 2012. That amount is up 180% from the total mobile ad spending at the end of 2011. There is no doubt that mobile advertising is a leading industry in today’s world. Technology has evolved and expanded the definition of traditional forms of advertising. There is a lot of “noise” from advertisers which does not always effectively grab the full attention of it’s consumer base. Your brand must stand out from others in your industry. One way to do this is to use all forms of media available effectively in relation to your industry.

Traditional forms of media, including print, billboard, television, and radio ads, play an even more essential role in today’s marketing arena. These must be conducted in an inclusive way that attracts the attention of individuals while simotaniously leading the reader, viewer, or listener to find out more information online. Commercials can be viewed online today, as well as on television stations. Use these multi-levels of advertising to your brand’s advantage in order to creatively grab the attention of users, while keeping them engaged in your brand.

NBC Universal and American Express currently allows individuals to purchase items viewed during television programming with the use of a mobile phone. Viewers download a specific application on their smartphone, where they are then able to easily click to buy items. American Express customers are charged a one time fee of $35 in order to access the products using their smartphones. The products that are available are described as “inspired by” or seen on specific television shows associated with select networks.

This combination of television and mobile phone usage is one example of the trend of combining advertising, commerce, and technology advancements. Advertisers and marketers have tapped into what catches the attention of consumers and users through the use of new technologies. Creativity and media marketing are being combined with trends in technology to make purchasing products simpler and more fun for consumers. It is important to keep up with technology advertising trends that are used by marketers to inspire new, endless possibilities for ad campaigns.

Having quality content is key to marketing in the new economy. This content includes information on your company’s services, products, and more. Your content must be relevant to your brand, have up to date information, and be useful to your customer. Consumers must feel valued and want to experience the benefits that come from supporting your brand or company. However, quality content is not the only necessary factor involved. Creativity is just as important when it comes to marketing. Advertising techniques can begin to appear bland and overused to your demographic if they are not targeted in the most comprehensive ways possible. Using more creative means in delivering information about your company is a proven technique to help increase the visibility of your brand over your competition.

There are several different options by which your content can be seen in this new economy including traditional forms of media marketing (television, radio, and print ads) and non-traditional forms of marketing (Internet, videos, blogs, online newsletters and more). Use as many mediums as possible to enhance the visibility and validity of your brand through creative, relevant, and useful content. Be aware of what specifically benefits your brand and your consumer base when it comes to marketing messages that are directly used in your company’s advertising campaign.

Delta, an airline company, is one of several companies who have utilized the appeal of electronic billboards. Electronic billboards contain technology that allows the advertisement to appear more clear, colorful, and vivid to the viewer. These billboards are built and placed similarly to those of traditional billboards.  The difference, however,  is that electronic billboards use an LCD display screen to promote an advertisement.  Electronic billboards are also simpler to rotate and change since this technology allows changes to be made from a computer. The rotation of ads can occur at anywhere from 6-10 seconds.

The benefits of using an electronic billboard to advertise on include their extreme flexibility, the fact that immediate alterations can be made to change the advertisement, and how weather conditions will no longer impact the visual display of the billboard. However, contracts can be higher than those of traditional billboards. As increased availability of electronic billboards continue to grow, the price to place an advertisement in a rotation will decrease. Electronic billboards are a perfect example of the intertwining of traditional forms of marketing and technological advancements, allowing for positive and effective change in marketing and advertising.

The average American consumes 159 hours of television programming per month. The average person viewership has recently increased 22 minutes per month. This increase in television programming is largely due to the Internet. Technology allows viewers the convenience and availability to watch what they want, when they want. Television, as an industry, has embraced and incorporated Internet technology as a way to pull the viewer back in.

For example, for the manufacturer’s benefit, energy efficient televisions improved 3-D capabilities and are now available in moderately priced television sets.  Need more evidence? The television screen continues to get thinner and cheaper due to newly available technology. From the viewer’s perspective, the integration of the Internet and social media (with websites, blogs, Twitter feeds, Facebook fan pages, and the capabilities of live streaming) have become part of the television viewing experience that audience’s expect today. Most importantly, it is necessary to acknowledge that advertisers have become more exact in the ways in which they are able to narrow in and reach their intended audience demographics. Technology has aided advertisers in directly pinpointing what appeals to their demographic. It will be interesting to continue to watch the other ways in which industries are directly affected by technology.

The magazine Sports Illustrated has over 3.5 million subscribers and is read by about 23 million people each week. Sports Illustrated has embraced technology by not only producing a print magazine, but also an iPad edition that adds to their already existing webOS and Android tablet editions for subscribers. They have fully used the mediums available to them and have, as a result, been able to offer their customers with a multitude of ways to subscribe to their content. This business model and design has allowed them to continue to increase and grow profits at a time that is particularly difficult for print magazines.

All too often, companies forget that 1. advertising with a magazine need not be solely with their print version and 2. that advertising with different magazine mediums is a great way to target different demographics.  For example, the average SI subscriber who reads articles on the iPad is much younger than the subscriber who reads the print version — this could not only change the advertising copy that you use in each version but it may also determine whether you advertise at all in one version or the other.

Although print magazines are having a difficult time staying alive these days, don’t forget about the newer options that they’re presenting for advertising.