Georgian college, social impact of technology

1. By: Joseph Nieleszeruk

2.  Marketing Tool- social media, branding
 Demographics- cookies, google analytics
 Targeting- programmatic advertising,
competitor conquesting

3.  The development of technology has made it
easier for companies to use us as marketing
tools through online advertising.
 Social Media
 Branding (Brand awareness)

4.  Through avenues such social media and peer
reviewed sites companies are able to use us to
promote and review their products free of charge
 Liking products, business, restaurants, etc and sharing it
with your friends on social media is the new word of
mouth for approving these products or services but on a
much larger scale. One share or one like shows potentially
thousands of people that you approve and companies are
reaping the benefits

5.  Branding is one of the most efficient and
effective forms of advertising for companies
today.
 Iconic brands such as Nike, Under Armour,
Starbucks, Tim Hortons use us to promote the
products. We are essentially walking billboards that
are free forms of advertising.

6.  Our clothes, coffee cups, etc are plastered with
large logos that show the world where we
bought that product from.
 Celebrity photos, videos, movies and television
shows are at the forefront of brand marketing
through technology. Product logos are strategically
placed to grab our attention and creates a brand
affinity, when Kim Kardashian wears a brand her
millions of followers notice.

7.  Demographics Definition- statistical data
relating to the population and particular
groups.
 The development of the internet produced a
new way to market towards consumers.
Companies are able to collect data
through systems such as:
 Cookies
 Google Analytics

8.  What are cookies?
 Cookies are small files downloaded to you computer. They
are built to store data specific to your own digital footprint
(which you like, click on, view, etc)
 What do they do?
 Cookies can then be accessed by the web browser or clients
site which you are visiting. When they see your cookies
(web history) they can then tailor their site towards you.

9.  Google Analytics
 Is a tool that companies use to track the traffic that visits
their website. It helps the website publisher to better
understand how people use their website and understand
the performance of their website.
 Google analytics tracks information for companies such as:
what pages you visit most, the time of day, how long your
spend on their website, your computers IP (so they can
track where your computer is) and what sites you visiting
before coming to that one. Google gains all this
information and sells it to companies so they can better
understand who is visiting their website and who they
need to target.

10.  Targeting is a form of online advertising that
redirects online traffic back to a companis
website.
 Programmatic advertising

11.  Programmatic advertising is a tool companies use to
bring traffic back to their website once they leave.
Often an online user will see an advertisment
specifically geared to the product or company they
were just looking at. Technology has now enabled
companies to use online demographics to not only
target and understand what your doing when your on
their site but more importantly once you leave their
website.

12.  Technology has even made it possible for companies to go one
step further and target once you leave one of their competitors
website as well. For example they track your cookies and search
history to find if you visited a companies website that offers a
product or service similar to what they do. So if you were viewing
shoes from nike and you abandoned that website and went to a
new site you could then see an advertisement for adidas
attempting to bring you to their website.
 Most companies are able to access your search
history for 30 days prior and use that data to
target you online .

13.  The development of technology and the ability for
companies to track us has put a big target on our
back. Advertising has change significantly over the
past couple of years, companies can now interact
online directly with their cosumers.
 This advancement in technology and the way
advertising has change brings up the debate of
privacy. These companies being able to track you
and follow you from site to site has eliminated any
privacy online, I am interested in how this
develops and how people react to this new form of
advertising

14.  Hines, K. (2014, June 24). How to Use Google Analytics: Getting Started :
Social Media Examiner. Retrieved April 14, 2016, from
http://www.socialmediaexaminer.com/google-analytics-basics/
 Marshall, J. (2014, February 19). What is programmatic advertising -
Digiday. Retrieved April 14, 2016, from
http://digiday.com/platforms/what-is-programmatic-advertising/
 Puig, T. (2015, October 16). The Truth about Humans and Technology in
Marketing, and the Next Generation of Marketers. Retrieved April 17,
2016, from http://digitalmarketingmagazine.co.uk/articles/the-truth-
about-humans-and-technology-in-marketing-and-the-next-generation-of-
marketers/2728
 What Are Cookies?Computer Cookies Explained. (2010, May). Retrieved
April 14, 2016, from http://www.whatarecookies.com/