Digital technologies are both an opportunity and a threat for the industry according to experts who spoke at the 2nd LBR/LBO advertising and marketing forum. Digital technologies are both an opportunity and a threat for the industry according to experts who spoke at the 2nd LBR/LBO advertising and marketing forum. Some digital media like the Internet are making it easier to target ad budgets, while also offering unhappy customers opportunity to talk about bad products.
Technology is changing consumer lifestyles.
Digital convergence in all aspects of modern living is affecting the advertising industry too.
On the verge of a digital renaissance, experts pointed out new challenges faced by advertisers at the forum last week.
“What we call mass media today will be what we call a mass personal media in future and it will be mobile,” says Neelanie Goonetillake, President, JWT.
Consumers are expecting and demanding more from advertisements too.
As information is becoming more accessible and freely available through media such as the Internet, advertisers are forced to go beyond industry norms of simply using statements.