Advertising in the Networked Environment

Abstract

Advances in technology, in particular the Internet and mobile/wireless devices, have significantly affected business operations. As technology changes, communicating and interacting with customers could not be left untouched; the dot.com era saw many new forms of marketing emerge on the electronic landscape. In this article, we discuss the possible marketing implications of the convergence of electronic media focusing on the delivery of advertising messages. We acknowledge the profound impact of information technology on marketing channels (Leek, Turnbull, & Naude, 2003) and use examples of various technologies to present changes that occurred in existing channels to illustrate the future potential of emerging channels. For each of the above, we provide examples of applications that can potentially be integrated to deliver advertising convergence.