Technology and Audiences New Roles
Technology has changed the way we communicate with each other and with companies. Today audiences take on more of an active role when communicating with companies. In turn, companies can also connect with audiences on a more personal level. This tactic has helped companies foster more positive and loyal relationships with their consumers, “this allows brands and consumers to forge sincere bonds based on trust and live interactions, not chatbots or automated replies.”(Hall, 2017). Companies have to work twice as hard to obtain audiences and keep them engaged because of this more active role of audiences, “these factors are creating more efficient advertising mechanisms; on the other, the power is shifting to consumers who are demanding more relevant and entertaining experiences in exchange for their attention.”(Gutierrez, 2017). How companies accomplish this is by releasing quality, exciting, fresh, and engaging content. For example, Netflix is always releasing new content for its audi...
