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Advertising is going hi-tech
today. Technology is being
extensively applied in the promotion of highly
technical products and fast moving consumer products. The merger of
computer and communication or the computer telephony
integration popularly known as the ICT is playing a vital role in
making advertising highly technical. Technology has even entered
into services and we today have
e-business, e-commerce, e-learning,
e-medicine and e-governance, which are using hi-tech tools.
Advertising is all about attracting and satisfying
the customer's wants, needs and desires. Businesses can grow
in leaps and bounds only when they satisfy their customers in terms
of delivering innovative products and services and provide
after-sales support.
Earlier, providing rapid and wide promotional support
encountered problems like delay in obtaining media support, delay in
extending the timely advertising support due to manual operations and delay in
analyzing the effect of advertising. Today, with the emergence
of powerful infotech tools, advertising support is
becoming fast, timely and customer-oriented.
Today, the concept of service sector segment is
`customer-centric'. An enterprise is said to be `customer-centric' when its
key deliveries and services share and focus on one common
point: enterprise/customer satisfaction.
Infotech applications like MIS (Marketing Infosystem) in
CIS (Customer Infosystem), Data warehousing, Data mining,
Database Networking, KBS (Knowledge Base Systems and ICT (Information
& Communication Technologies) are playing a vital role in modern
age advertising systems. |
