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 audiences and in turn, they have created a rating system( thumbs up or down) to filter content for users but also learn what content their subscribers enjoy. Another example is how companies are using social media platforms like Instagram and Facebook to obtain customer feedback on franchises, products, and more. As technology continues to advance we will see audiences taking on more powerful roles and companies trying to receiving feedback and utilize it properly.

References:

Gutierrez, C. (2017, August 22). Technology Has Changed Advertising Forever. Retrieved March 5, 2020, from https://www.huffpost.com/entry/technology-has-changed-advertising-forever_b_599c64d4e4b09dbe86ea3764

Hall, J. (2017, July 17). How Technology Can Help You Engage Your Audience The Right Way. Retrieved March 5, 2020, from https://www.forbes.com/sites/johnhall/2017/07/16/how-technology-can-help-you-engage-your-audience-the-right-way/#7c2930d5fc61