This document discusses how technology has transformed marketing by enabling targeted advertising based on personal data. It explains that historically, businesses relied on word-of-mouth promotion, but new technologies like phones, social media, and customer data allow highly targeted messaging. Marketers can now segment audiences into detailed demographics and track online behavior to find ideal potential customers for specific products. While this raises privacy concerns, it aims to lower advertising costs and connect businesses with interested consumers.

1. Technology Makes
us a Marketing
Tool, Demographic
and Target
By Jena Thompson

2. Introduction
● Since the beginning of commerce,
businesses have needed a way to
promote their goods and services
● For centuries the only way was through
word of mouth recommendation by a
satisfied customer
● Advent of printing, radio, television, and
internet meant new tools became
available for promotion of goods and
services

3. Technology Makes us a
Marketing Tool
● Businesses rely on satisfied customers
to recommend them to others and grow
their customer base
● Technologies such as mobile phones,
social media, and customer relationship
management systems greatly affect the
way companies communicate with
prospective customers

4. The Professional
Reviewer
● With the development of current
technologies, it became possible for the
person making the review to reach a
much wider audience
● Realizing the power of recommendation,
marketers began to use celebrity
endorsement as a way to promote their
products and services

5. Demographics
the statistical data of a population,
especially those showing average age,
income, education, etc.

6. Technology Makes us a
Marketing Demographic
● Traditional media broadcasts out to a
large number of people and marketers
hope that at least some of them will be
interested in their product
● Marketers get improved results by
focusing on the demographic that is
most likely to be interested
● For example small economy cars are
more appealing to young adults than
middle aged people with children

7. ● A marketing target is someone who is
highly likely to be interested in the
product or service being marketed
● Targeted marketing provides a higher
success rate in getting the right
message across to the right audience
● Money is not wasted on advertising to
people who will never be interested
Target Marketing

8. ● In the digital age marketers have more
information on the population than ever
before and more easily able to put
individuals into categories
● Because they assume everyone in each
category is the same their message is not
effective for all individuals but it is far more
accurate than broadcasting to the general
population
● For example not all women 25-35 years old
need baby supplies but many more of them
do than people in older age categories

9. ● Ideal marketing targets have already
expressed their interest in products and
services similar to the ones being
promoted
● Search engines track users searches by
recording all activities and websites
visited
● For example a customer browsing books
for sale by an on-line retailer may be
given recommendations on books be
the same author or genre

10. Analysis of Data
● The technology of the digital age has given
marketers vast quantities of data about our
transactions, behaviours and tastes
● Small pieces of information from web
searches, on-line purchases, sites visited,
reward program memberships, digital
coupons, cash register transactions can be
used to profile an individual for targeted
marketing
● Computing power now allows detailed
analysis of this data to craft increasingly
targeted marketing messages

11. Negative Effects
● Violating people’s privacy and exposing
them to fraud and identity theft
● Encourage people to not use certain
websites if it annoys them
● Laws have not kept pace with the
technology and cyber-crime is a serious
problem in our society
● Malicious people have the ability to send
out a message to a large audience and
encourage them not to purchase a
company's goods or services

12. Positive Effects
● The business will save on promotional
costs and grow its sales by focusing on and
reaching an interested audience
● The customer may benefit from discount
offers and are presented with opportunities
they may not otherwise have known about
● For example a consumer who buys a digital
download of musicians’ album will likely be
grateful to be sent targeted messaging
about the musician’s upcoming concert
appearance in a nearby city

13. References
● https://www.boundless.com/marketing/th
e-marketing-
environment/technology/impact-of-
technology-on-marketing/
● http://dictionary.reference.com/
● http://www.entrepreneur.com/article/224
582
● http://www.infotoday.com/online/mar06/
OnTheNet.shtml/
● http://theagenda.tvo.org/