Transformations in Advertising Media

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(electronic music) Welcome to Transformations in Advertising Media. In these lessons, you'll learn about traditional advertising, digital advertising, and how to craft an advertising strategy for your organization's unique needs. You'll also explore how media has transformed throughout the 21st century. Before the 21st century, advertising was commonly conducted through traditional media channels like newspapers, magazines, books, radio, television, sound recordings, and film. While many of these media are still used today, the world of advertising is transforming. With the emergence of digital communication channels, people can be instantly connected with digital devices advertisers use to distribute marketing messages at any time. According to recent research from Statista, global advertising spending in 2021 reached approximately 689 billion U.S. dollars. Their research also indicates that this spending will continue to rise. With the increased presence of advertisements, it's nearly impossible for most people to go through a typical day without receiving some form of marketing communication. Throughout your daily routine, you may be exposed to various marketing messages from apps on your smartphone, billboards you pass during your commute, your car radio, websites you visit, social media posts, or your colleagues discussing their favorite products or media. The use of these platforms has changed significantly throughout the 21st century, but there have also been other changes in the realm of advertising. In the past, many advertising professionals used a one size fits all mass marketing strategy that targeted large groups with a single advertising message. Today's advertisers are more commonly focused on personal selling or crafting customized messages that target the individual. Based on data like demographics or internet browsing history, marketing professionals can distribute advertisements that are more personalized to your audience's unique interests. Let's look at some examples that demonstrate how advertising has evolved in this way. In the past, when traditional advertising was the primary medium, a hardware store might have distributed advertisements in a local newspaper. These marketing messages would be seen by anyone who read the newspaper, so they would need to appeal to a wide audience. Today, companies can use online data to specifically target certain customers. Let's imagine that you recently searched online for a new tool set. Later, while you're at home watching videos on a popular streaming website, you might be exposed to a targeted advertisement from a local hardware store. Using data about your browsing history, the hardware store was able to distribute a personalized advertisement based on your interest. You might also turn on the radio and hear a similar advertisement for the store. Later, as you pass by the hardware store, you may receive a mobile notification based on your location data notifying you that the store is currently having a sale. Several of these strategies were made possible through digital technologies. While these kinds of digital advertising strategies are sometimes considered more advanced than traditional advertising, marketing professionals have learned to effectively pair traditional and digital marketing to strategically deliver their messages to consumers.