Technology makes us a Marketing Tool, Demographic, and Target. Social Impacts of technology Assignment.

1. Technology makes us a
Marketing Tool,
Demographic, and Target
Alexandra Sheppey
100126417

2. Outline
As time advances so does technology. Marketing has made the same
advancements, turning our time on the web into information. That
information is filtered into demographics that can be used as a
marketing tool to push a product or service to a target market.
● Introduction
● Demographics and Google Analytics
● Cookies
● Video Marketing
● Advantages
● Consquences

3. When you think about marketing
what do you think of?
● Ads in newspapers?
● Billboards?
● Commercials?
● Endorsement deals?

4. Maybe 15 years ago, but today
we think of things like...
Facebook
Cost per click
Cookies
Youtube
Spotify
What do they all have in common...

5. The Internet
With the rapid expansion of the internet in
the early 2000’s marketing campaigns
and advertisements have moved away
from their traditional paper based ads to
online. With the use of tools such as
cookies and geo tagging targeting your
choice demographic has become easier
and made marketing more effective.

6. DEMOGRAPHICS
Education
levelAge
Gender
Occupation
Status

7. Google Analytics can be used by websites to track their
internet traffic. This data is helpful for creating marketing
campaigns.
For instance a website could track different demographics
such as male vs females visitors. If the majority is female
they may cater their ads towards females or make an effort
to attract more males
Demographics & Google
Analytics

8. Cookies
Analytics programs use cookies to collect data. Cookies
work by tracking your movement on the web and
remembering your preferences.
So how is this helpful for marketing?
Google and other companies use cookies to track your
data and compile information on trends, demographics, and
users.

9. They can then sell or use this
information to market products and
services to specific people. These
people are people that have shown
interest in this product or are the
target market of said product
Cookies cont.
Have you ever googled something like new computers and
noticed in the following days ads and banners in your
browser seem to be for computers. That’s cookies at work.

10. Global Online Video
Consumption

11. Video Marketing
According to the CIRA Canadians spend an average of
24.8hrs per month watching videos, TV, and movies online.
That’s 24.8 less hour on traditional TV, meaning
commercial advertisements have had to bridge the gap
from traditional TV to online video marketing.
Has this helped or hurt the impact and success of
advertisements?

12. HELPED
With the use of cookies advertising companies
are able to target particular demographics.
Meaning that their video ads for skateboards
will pop-up when teenage boys are streaming
Rob Dyrdek’s fantasy factory and not when
grandma is learning how to knit.

13. Advantage - A custom user experiences
Instead of having to search around the internet for what
you want the internet brings it to you. Banners, facebook
ads, youtube pop-ups, and instagram ads are all targeting
towards your preferences and personality.
You are no longer faced with
weeding through ads that mean
nothing to you or watching video
advertisements targeted towards
your grandma.

14. Consequence - Over Saturation
Sure it’s great that technology has evolved to do our
thinking for us. The ads on facebook tell us we want new
shoes before we realize we want them.
But is it too much? We are forced to sit through
commercials before we watch a video or igonor numerous
banners while we flip through facebook. This overload of
information becomes annoying and we begin to resent the
companies forcing us to absorb their content.

15. References
Volti, R. (2014). Society and technological change (7th ed.). New York: Worth.
Facebook Pages for Political Candidates and Campaigns. (n.d.). Retrieved April 12,
2015, from http://www.politicalcampaigningtips.com/facebook-pages-for-political-
candidates-and-campaigns/
Instagram Adds Ad Analytics: What does it mean for marketers? (2014, September 8).
Retrieved April 12, 2015, from http://digitalmarketingsuite.com/2014/09/08/instagram-
adds-ad-analytics-what-does-it-mean-for-marketers/
The Canadian internet. (n.d.). Retrieved April 12, 2015, from
http://cira.ca/factbook/2014/the-canadian-internet.html