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Technology is an engine of change that has slowly but surely transformed the world, down to the smallest facets of daily lives. It drives new needs, creates new patterns, and replaces older norms with newer ones. And advertising is one of the most change-sensitive commercial fields, due to its constant effort to match people’s preferences and surpass their expectations. While user demands shift and habits emerge, advertisers have to either keep up or bear the losses.
Key 21st-century strategies:
1. Use of Voice Commands
It’s been 11 years since Apple introduced the Siri voice assistant, and 10 years since the company integrated it into the new iPhone 4S (feel old yet?). What started off as more gimmick than practical feature has evolved into a trend marketers cannot afford to ignore. According to eMarketer, almost half of all US internet subscribers use voice assistants and voice searches at least once a month.
These assistants are now widely deployed in smartphones, smart TVs, tablets, speakers and other devices — attracting consumers with their ease of use (it’s far more convenient for most to voice-search than to type). For many devices that don’t have dedicated keyboards and extra buttons (such as smart TVs), voice integration remains the only user-friendly tool to quickly execute system commands. That’s why streaming devices like AppleTV, Roku and Amazon’s…
