Keeping Up With Communication Technology
While observing technological progress in the world in which we live, it is difficult to predict how the nearest future will look like. Not in 100 or 50 years. Not even in 20. Let’s look at how much technology has developed in the last 10 years. Things that in 2009 were regarded as an innovation and revolutionary solutions are nowadays on the agenda or are beginning to be forgotten. Can we at least outline the future that we are about to meet?
In the beginning, let’s focus on television. It worked in the same way as if we were opening a window. You open the window and see what is going on outside. You can see it, but you have no real influence on what happens outside the window. Everything is going on according to a certain order, but it has not been designated by you. The same happened with television. It was a one-way medium. The broadcaster was sending the signal, the signal was converted into a picture and the picture reached the recipient. That is why for decades television was the strongest propaganda and marketing tool. In the beginning, the possibilities of interference in the transmission were limited to the possibility of switching on or off the TV set or changing the volume. With increasing competition in the media market, it became possible to change the channel. Digital television gave the possibility of stopping, rewinding and recording programs or buying some position in the Pay-Per-View system. Opportunities have increased, but the idea of television has not changed. It is still a medium in which someone makes a decision for us.
Fewer and fewer people accept this. There is a change in the behavior of consumers who want to have a real impact on the surrounding reality. Freedom — this factor is becoming the most important indicator of consumer satisfaction. Therefore, the departure from television has become a common phenomenon. People do not watch TV, but the sales of TV sets are not decreasing? Why. The TV as a device has changed its function. It is a receiver and relay of the medium. But more and more often this medium is not television itself, but the Internet.
The Internet — its rapid and unfading development has contributed to huge changes over the last decade. Let us recall the great things — revolutions, an overthrow of governments, changes not only in individual countries but also in whole regions of the world. Freedom is what the Internet offers, and in this respect, it is unrivaled in comparison with other media. Any attempt to restrict freedom on the Internet is met with a very harsh reaction from its users.
Let’s go back to Television for a moment. Why did television serve for many years? Advertising. Television advertising was the driving force of the economy and created human tastes. It even became a branch of art. However, at the time of the weakening position of television in the world, private broadcasters were looking for an additional source of income, so advertising breaks became even more frequent and even longer. More and more airtime began to be taken up by advertisements. Of course, the viewers did not like it, so they started to transfer their attention to the Internet.
It is a vicious circle. TV positions became less and less attractive and interrupted more and more often by advertising blocks. Users started to move away from the television. TV results started to fall. By saving situations, TV stations increased the percentage share of advertisements in the overall programme. As if that wasn’t enough, television programmes were even accelerated (by increasing their speed) in order to spend more time on advertising.
Internet. Its advantage over television is obvious. Everyone has their own interests and is looking for positions that relate to this. On the Internet, we have a chance to find an interesting position at any time of day or night and from any place in the world. We are not limited by programming arrangements, and we can return to the already watched positions at any time.
How does the advertising market find itself in this situation? Advertisers very quickly used the potential of the Internet. Advertisements literally flooded the entire network, appearing on almost every website. Website owners quickly found out that by increasing their advertising space they could increase their profits. This is how new forms of advertising were created. Forms that contributed to the widespread discouragement with advertisements. Pop-up windows and irritating materials led to a situation in which ads blocking programmes became common. Internet advertising has lost its effectiveness.
Let’s consider what the advertising market may look like in times of mass transition from television to the Internet. Or let’s think about which direction advertisers should take in order for advertisements to become effective and efficient again.
As I said earlier, the most important factor in guaranteeing success is freedom. Freedom of choice. Freedom of choice is not only the ability to choose the content watched, but also to intervene in its structure in order to best fit it to the expectations or requirements. Therefore, the only effective solution for advertising is to offer the viewer total freedom in terms of advertising.
I have no doubt how important advertising is not only from the perspective of an entrepreneur wishing to promote their product or service on the market in order to increase sales. Thanks to advertisements, the user gets relevant information about the latest solutions and technology, can find solutions to their current needs, allows to check product prices, etc. The user can also find solutions to their current needs, and so on.
However, the user focuses on advertising when it meets at least two basic criteria:
- It is related to interests
- Offers a benefit to the customer
The present situation in the technological and marketing market makes it possible to create a successful advertising campaign only to implement such provisions. Other methods of advertising products or services have proved their worth in the past, nowadays they do not find their place in the new reality.
However, there are companies that are aware of the scale of changes in the consumer market and have solutions defined by these guidelines. It is worthwhile to familiarize yourself with Ojooo WAD’s offer, which offers users the possibility of watching advertisements while ensuring real benefits.
One may get the impression that modern advertisers are not aware of this phenomenon, and their actions often end in failure. Therefore, a radical change of approach towards the recipient is necessary. It is no longer possible to treat the audience only as a client but as a partner. Thanks to such cooperation it is possible to achieve much more.
What will be the next medium that will revolutionize communication? Nobody knows that. Perhaps the Internet will be the last such tool, which will be constantly developing. However, technological development has surprised mankind many times in history, so every prediction should be approached with caution. One thing is certain. In order to achieve success, we cannot only look at the progress that is being made. We have to be an active participant.