Today, advertising is used as an influential stratagem that publicizes the availability and location of goods, describes their value and quality, along with instilling brands with personality. More than a reflection of society, advertising is capable of not only starting and ending trends and fads but also credos all by itself. With the rapid increase of globalization and other technological advances, advertisers must have the capability to comprehend future trends in advertising in an effort to evolve with global societies. Through the use of technologies and other various media vehicles, advertisers could reach global target markets with the intended advertising messages from clients.
With globalization and technology advancing at such a rapid pace, there is no doubt that in 10 years, advertisers will find new methods for communicating and connecting with global target markets. Different from the days of the past with radio and television, many advertisers are using digital interactive media to get the firm’s intended advertising messages to global market. Although the digital interactive media options are still in its infancy stage, many advertisers already recognize the benefits associated with using those media. In fact, many advertisers foresee that Interactive TV will enable viewers to respond to questions and surveys during commercials, thus enabling advertisers to acquire a wealth of demographic information for future promotions, etc. This in turn will enable organizations to create efficiently products, or services, tailored for target markets because of the crucial feedback received. Rather than relying on methods of the past, such as mail-surveys, advertisers could gather instantaneous feedback from viewers because of interactive media technologies, such as Interactive TV. Even billboard advertisements have evolved to the point where many billboards at high-profile cities are digital now. This enables the advertisers to change the firm’s intended message instantaneously through the use of computers and other software programs. Although no one could predict the future, one thing for certain is globalization and technological advances will continue to evolve. As global societies progress, the world will become more connected, thus enabling advertisers to communicate more proficiently and effectively with global target markets.
The future of advertising remains ambiguous. One thing for certain is that the continual evolution of certain key trends, such as the legal environment, globalization, technologies, including the Internet, and social media will affect the marketing mix and advertising strategies for many organizations. Rather than focusing on past methods, organizations must evolve with global societies because traditional advertising is not as effective nowadays. Advertisers realize that the marketplace has changed dramatically as people move into 2011 and 2012 because of these key trends. Because of this, people will see an increase in social media, mobile marketing, and digital interactive media used as advertising tools for many organizations. Whereas, older forms of advertising, such as direct-mail and newspapers will be reduced dramatically, or even obsoleted in the future because of its inefficiencies and ineffectiveness. Michael Schudson, a renowned sociologist, wisely stated that “advertising generally works to reinforce consumer trends rather than to initiate them.” Therefore, it is vital that advertisers, including organizations, foster an environment that is aligned with consumer trends in an effort to reinforce consumer desires with goods offered.