A complete literature review comparing the point of view of different authors about digital advertising.
According Carlota Perez in her book Technological revolutions and financial capital published in 2002, technological revolutions follow 4 main stages: interruption, frenzy, synergy and maturity. In 2009, Franck Mulhern evaluated the digital technological revolution has beginning its synergy stage. Indeed, the digital technology has proper funding sources to develop itself in the economy. According to the author, the traditional way of advertising was based on the process of delivering message to audiences as large as possible.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- The Digital Technological Revolution
- Characteristics of the Digital Landscape
- Six Principles of Digital Advertising
- The Potential Long-Term Impact of Intrusive Digital Advertising
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This literature review examines the evolution of digital advertising, analyzing its key characteristics, principles, and potential challenges. It explores the impact of the digital technological revolution on the advertising landscape, highlighting the emergence of new opportunities and the increasing importance of data-driven approaches.
- The impact of the digital technological revolution on advertising
- The characteristics of the digital advertising landscape
- The principles of effective digital advertising
- The potential long-term impact of intrusive digital advertising
- The importance of data-driven approaches and user experience in digital advertising
Zusammenfassung der Kapitel (Chapter Summaries)
- Introduction: This chapter introduces the context of digital advertising within the broader framework of technological revolutions, drawing on the work of Carlota Perez. It also highlights the shift from traditional advertising to data-driven, contextualized brand messaging.
- The Digital Technological Revolution: This chapter explores the implications of the digital technological revolution for advertising, highlighting the emergence of new media channels and the importance of integrating social networking, cloud computing, and algorithms into advertising strategies.
- Characteristics of the Digital Landscape: This chapter outlines key characteristics of the digital advertising landscape, including the increasing performance of mobile devices, the growing importance of the internet in daily life, the impact of cloud computing on data storage, and the evolving role of digital communities. It also emphasizes the importance of understanding and responding to consumer expectations and context.
- Six Principles of Digital Advertising: This chapter presents six key principles of effective digital advertising: the importance of respecting consumer privacy, the link between digital advertising acceptance and trust in the advertiser, the relevance of advertising messages, the use of interactivity to engage consumers, the role of entertainment in digital advertising, and the importance of brand-building capacity.
Schlüsselwörter (Keywords)
This literature review explores key aspects of digital advertising, including technological revolutions, data-driven advertising, digital landscape characteristics, principles of digital advertising, consumer privacy, user experience, brand building, and the impact of intrusive advertising.
Frequently Asked Questions: Aspects of Digital Advertising
What are the main stages of a technological revolution?
According to Carlota Perez, technological revolutions follow four stages: interruption, frenzy, synergy, and maturity. Digital advertising is currently in the synergy stage.
How has digital technology changed advertising strategies?
Advertising has shifted from delivering mass messages to large audiences to data-driven, contextualized branding that integrates social networks, algorithms, and cloud computing.
What are the six principles of effective digital advertising?
The key principles include respecting consumer privacy, building trust, ensuring relevance, using interactivity, providing entertainment, and focusing on brand-building capacity.
Why is consumer privacy a major concern in digital ads?
As advertising becomes more data-driven and intrusive, respecting privacy is crucial to maintaining consumer trust and ensuring long-term engagement with the brand.
What characterizes the modern digital landscape?
Key characteristics include the high performance of mobile devices, the omnipresence of the internet, the impact of cloud computing, and the growing influence of digital communities.
- Quote paper
- Diane Botta (Author), 2014, Aspects of Digital Advertising, Munich, GRIN Verlag, https://www.grin.com/document/279990
