Using Advertising to Create Demand: The Impact of Technology

Using Advertising to Create Demand: The Impact of Technology

  • September 2018 •
  • 9 pages •
  • Report ID: 5571913 •
  • Format: PDF
This IDC Perspective explores the reasons for a shift in ways specific technologies are changing advertising. Even the stalwart bastion of awareness marketing now contributes to demand tactics. As advertising technology increases the ability for marketers to be more precise and relevant, leading companies are progressing by using advertising technology to target and personalize communication to the right customer at every step of the customer's decision journey. Using technology, marketers will have more opportunities to create advertisements that are personal, customizable, and customer centric. "With the ever-changing nature of technology, campaigns will be analyzed and manipulated through multiple technologies, include artificial intelligence, dynamic campaign optimization, and blockchain," said Warren Lane, research analyst, CMO Advisory Services. "Technology will change how marketers use their biggest budget because data makes advertising to the perfect prospect possible."
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