Digital advertising is everywhere you turn. As long as you are on the internet you will be accosted with different forms of ads ranging from Google ads to popups. Gmail has a whole tab called promotions dedicated to just ads. Try as you may you cannot avoid ads. Unlike face to face advertising you cannot shut the door in their face or learn how to avoid salesmen. Disable browser popup settings and Facebook still gives you a healthy dose of ads.
Whatever you are doing or whatever platform you are on, you will still find yourself getting distracted by ads and if they are intriguing enough (which they usually are since ad managers take courses just on how to pique the human curiosity) suddenly become interested in a product you never even felt you needed. Before you know it, you are trying to be included in the current trend and know more. Even if it’s not at the moment, you can still find yourself thinking back, wanting a particular product and remembering a certain ad. All this is thanks to digital marketing. It’s quite safe to say that digital advertising is the future and the future is here.
Big technology firms or big tech have brought the impossible to our doorsteps, ushering in a new digital age. One cannot talk about big tech without companies like Google, Facebook, Apple, Amazon and Microsoft coming to mind among others.
And yet all these companies are not just about technology, each has their area of expertise. Google or the Alphabet mainly deals with digital advertising, software and the all famous search engine while Facebook is a social media platform. Amazon is a retail organization that deals with sales of products. Apple is a tech firm that produces phones and laptops and other products. Microsoft deals with computer software. Yet at this moment they dominate the market and their brands are strong enough to withstand the most economic backlash.
Somehow most of them have spread their wings, diversified in the last few years and tried to encompass more than just what they started to be. Apple is no longer about only phones and gadgets, Google is so much more than just a search engine and Amazon can’t be tagged as just a retailer anymore. They have reached out and found new markets to sink their claws into and make their own.
Facebook makes most of its money on ads and everyone at one point or the other has been accosted by the legendary google ads. Advertising requires a huge source of data and a big database from which the target of the ad is determined. All big tech companies collect personal data from their users. If you have ever signed up on one or more online platforms, your data has been collected by one or more big tech firms. From your name, marital status, age, education, personal address to your political views, religious stands and even your credit card details. If you shop online, which almost everyone does then your credit card details have been stored in a database somewhere.
Now while the idea of having one’s personal information collected by total strangers may seem scary (no matter the promises they make about protecting your privacy) this information is critical to taking the advertising to the next phase. This data collected by big tech is what’s been used to target any ad towards a particular audience. From your monthly income to your likes and dislikes, these can be used to know which particular you are most likely to be interested in. If enough information is collected then it’s possible to create ads that may seem self-intelligent, targeting only a specific and direct audience.
This is not possible without the data that is collected by big tech firms. Almost all big technology firms possess the data and resources to create smart ads and target a particular audience. That’s why Facebook and Google are the leaders in digital advertising and soon other big tech firms will be embracing digital ads as part of their brands as well.