With advertisements surrounding consumers every day, and getting lost in the background advertisers have begun turning to guerrilla marketing to help them. The advertisers have changed the way guerrilla marketing is used; they have brought it up to date. Mixing it with technology is the future of both the future of traditional advertising and guerrilla advertising. Technology is constantly changing, the use of it in advertising is new, and constantly shifting the way people perceive adverts. This chapter is about each different technology that has been used and is being used today. They are structured from least technical to the most, from social media, to possible future technology. Advertisements have been presented to the consumer in the same ways for so long that changes are often seen as suspicious by consumers and by professionals in the industry. Because of how new the technologies are in advertising it is seen as a gamble to use them. But digital advertisements have begun to prove them wrong; their growing popularity has caused more companies to be set up. Agencies like Saatchi & Saatchi have set up Saatchi & Saatchi X and Fallon has created Happen after they had both seen how popular digital advertisements are going to become that they have created a separate sector of their companies specifically for digital.
The books used to help research this topic included some interesting metaphors for the decline in traditional advertising. Ty Montague, Co-President and chief creative officer of JWT New York (2010) likened it to the transatlantic shipping business in the early 20th century. The shipping industry used to be the way everyone got around the world, until aeroplanes became commercial and affordable to the public. This caused many shipping brands to fail. This is what, Ty Montague feels, will happen to agencies that don’t develop with the new digital aspect of advertising.
The real advantage of digital advertising compared to traditional is the interactivity level that allows consumers to engage with brands on a whole new level. Directing billboards at people is no longer the best way to advertise, as Paul Munce and James Middlehurst (2010) state:
“Consumers are not consumers. They’re people. And they don’t do what they’re told. They do what they want to do, interact how they want to interact and generally misbehave from the misguided direct marketer who sees customer segments as database artefacts rather than as a collection of free-thinking, cynical people”
A poster does not give the customer to interact with it even if they wanted to. An interactive advertisement that allows the consumer to choose to interact with the brand gives a whole new perspective on the advertisement and the experience for the viewer. People don’t want to be forced anymore, they now realise they have a choice whether to listen to messages or not, interactive elements to advertisements entice consumers to “talk” to the brand. The technologies in this section each allow the consumer to “talk” to the brand in many different ways.