A Flipbook Experience
Bailey K. Poulton FILM240
The Marketing Revolution in
A New Digital Age
Photo Source - Rodion Kutsaev @ unsplash

The New Digital Age
The New Digital Age ushers in the shift of traditional industry, bringing
society into an era that is based around media use and technology. (1)
The surge in mobile device and internet use has revolutionized media use
and the marketing and advertising industry.
Photo Source-William Iven @ unsplash

The Adult Average
Media and Online
Use:
27 hours 49 minutes
online
92% use a computer
84% of young adults
use smartphones
42% of adults use a
tablet (2)
Photo source - internet marketing secrets @ Flickr

Multi-tasking across
several screens
simultaneously, users
are more connected
than ever before. At
the present moment I
am online using my
computer to create
this book, streaming
a netflix show on my
television and
snapchatting with my
sister on my cell.
Photo Source - William Iven @ unsplash

Adapting to a tech savvy society
In a society that is consumed by technology media, the
strategies of marketing and advertising specialists have
evolved to adapt. Old-school advertising methods would no
longer suffice, media use and exposure to advertisements
have changed.
The internet and mobile devices give consumers 24/7
information access. Marketing strategies have adapted to
redefine the consumer/product relationship. (3)
Photo Source - Trey Ratcliff @ Flikrr

There are challenges for advertisers trying to convey their
message online, users either skip, block or disregard them
all together. 84% millennials don't even notice the
advertisements online, they have learned to block them out.
Photo source - Caleb Woods @ unsplash
“Online ads
are intrusive,
obnoxious and
annoying” (3)

“Publishers must make money, but the reader must not be
overly annoyed”
PageFair is one solution to the adblocking, providing data
to publishers about which types of ads are being blocked
most and what it’s costing them. They have developed new
technology to allow publishers to display ads deemed
acceptable that meet strict criteria.(4)
The marketing industry has found its own solutions...
Photo source - hugh grew @ Flickrr

“Users are inadvertently putting their favorite websites out
of business”
Ad blockers create pressure for advertisers, an estimated
$21.8 billion of global ad revenue will be blocked this
year.(4)
Marketers have come up with their own solutions to the
problem. Relying more on native advertising and developing a
more intimate relationship with consumers.(3)
Photo Source - Maria Victoria Heridia Reyes @ unsplash

“The term native advertising likely stems from the
convergence of advertorial concepts and the social media
environment” (5)
Photo source - Jack Flanagan @ Flickr

These ads offer consumers more
control over which brands they
communicate with and what social
network platform will be used.
This is the “ultimate form of a
consumer-brand relationship” (5)
Photo source - Stillgherian @ Flickr

Ads appearing in stream and must
reduce disruption be relevant and
blend into the context.
Advertorials mirror the
surrounding content users may not
be aware that they are viewing an
ad.
Without discloser however,
consumers will feel decieved and
annoyed by the ad.(5)
Photo source - Lois Scallan @ Flickr

Product Integration
We see on reality tv and movies
corporate sponsorships, logos and
brands plastered on venues and
participants so they are received
as relevant and non intrusive.
The result is a subtle “branded
entertainment experience” where
the distinction between
advertising and content fades.(3)
Photo source - Laura H Knight @ Flickr

Advertising has become content and can be seen as must see
programming. If successful, ads will be considered ‘status
update worthy’, the key to social relationship marketing.
(3)

With more internet users than ever before, respectfully
increased is social media users. Marketing and
advertising strategies utilize social media to connect
with consumers on a more personal level in a what is
percieved as a mutually beneficial relationship.
Photo Source - William Iven @ unsplash

Photo source - Yoel Ben-Avraham @ Flickr
“Advertisers are embracing the conversation with
customers over social media” (6)

Real time communication via social media
In response to a power outage at the 2013 superbowl,
oreo used social media to respond to the situation and
relate with consumers,
“Power out? No problem, you can still dunk in the
dark”.(6)

M&Ms created a real time
campaign for super bowl 2014,
featuring Yellow and Joe
Montana that would publish
live game commentary across an
array of social media
platforms.(6)
Photo source - Mark Mizuno @ Flickr

As advertising becomes
more unified with
content, consumers are
also becoming more a
part of the brands
story. Consumers want to
share their experiences
and feel heard (3)
Photo source - Funkyah @ Flickr

Posting images on
social media sites to
share their experience.
“My Breakfast on Exam
Day” shows the brand
Red Bull as a love
mark,triggers an
emotional response and
connects consumers to
the brand and to each
other.(7)
Photo source - Allie Graham @
Flickr

Media and online use has evolved in this new digital era,
allowing users to become more connected to each other and
develop a more personal relationship with brands .
There is much excitement to see the outpour of marketing
creativity that is yet to come, but this does not come
without a need for caution from consumers.
The End.

References
1- https://en.wikipedia.org/wiki/Information_Age
2-http://www.theglobeandmail.com/report-on-business/industry-news/marketing/four-ways-canad
ians-are-consuming-media-differently/article21949630/
3-module 2 lecture 1
4.http://www.cjr.org/business_of_news/will_ad_blockers_kill_the_digital_media_industry.php
5.http://www.sciencedirect.com.proxy.queensu.ca/science/article/pii/S0007681315000841 *
6.http://go.galegroup.com.proxy.queensu.ca/ps/i.do?p=CPI&sw=w&u=queensulaw&v=2.1&id=GALE%7C
A357218028&it=r&asid=5ca8b18d1e7c7674fa4d7d6ba9738cd9 *
7.https://hbr.org/2014/02/the-eight-phases-of-brand-love

Photography Credits
1.https://unsplash.com/search/cellphone?photo=0VGG7cqTwCo
2.https://unsplash.com/search/cellphone?photo=SpVHcbuKi6E
3.https://www.flickr.com/photos/81117606@N06/7432323916/in/photolist-cjLAXN-qWHWBQ-foey4e-a2rfwr-9kn59p-nUCKa4-RKRcdu-cRQCru-pmoCY7-joZzu
w-pBKoWH-eL5doR-apPnMk-RVi1dy-pGTaqW-6syjte-dzTnpn-Sad238-gM8skW-fNXhEm-5JQzqy-ouTKP6-icRBAW-eZNDiE-q6TmJw-dzTmZZ-S6Woi4-fzr2X
s-fJDjqc-7pmNNv-dFCHVT-p2QU8f-9kEX7p-59VXDs-86W5vi-anaCRj-qzSM8J-fJDiQX-9r5yac-QSzcmG-skGLcq-iF3MWR-6rdGXN-qxKZxh-5SNY1V-qpCUgQ
-ggiFvz-eeq6gf-7xAEPn-rdJa2u
4..https://unsplash.com/@firmbee?photo=2mc2B5iX6as
5.https://www.flickr.com/photos/stuckincustoms/6306983152/in/photolist-aBjWmQ-7VAtq-qTUHaW-48RmKB-b8DZEZ-f7FEuz-8X51xz-dDB1eh-mjyGg3-6ocW
5V-aAtYxQ-dViX1K-o7vXnb-5nX5sP-b8VLXF-7odS7-bzdwuD-4soYRF-qNhUwQ-ccNpXf-pqY1V3-fPsoUQ-8odWNU-dibEGD-8odWkG-6F8qN2-4qkh1P-aZNp
FZ-4WCZNT-qoA9AL-dWJ3sW-4Zjjco-8Z75Uj-4aiBqb-4kjQaU-9Ukwwc-9n5mza-59YebW-CTEhM2-6qwAos-cHKoYy-wUXDq-b4X7mn-8TW9rw-hrWHb6-zG1t
2B-3LvhTG-dxDJUp-swBrbp-992pzc
6.https://unsplash.com/search/eyes?photo=VZILDYoqn_U
7.https://www.flickr.com/photos/75613802@N00/3338426105/in/photolist-661iLM-5bghCw-f1AxDb-NDpPk-o2PZb5-pMaYN-Re54RE-69sSTJ-7TU3dT-5QksD
w-bkBk5M-eYUWAu-8vPpYQ-empuyX-2otgZv-51wzdE-aS9Nxe-8A49n-S3nFSy-cN695J-oj6VXC-35yfgc-fqKPtK-7dsMJE-9TNs76-jECMeC-eAQxZe-pxCJER-
duzJoz-kqBi9h-dYhztz-ddxvcM-2ytuPZ-kwN3Jg-8SctTG-p44Liz-aoLEXi-oPBDkH-bmbpVH-pCH1TF-f89Z8Z-nLBtc2-95RBjD-BBZU3-7T6qiW-b8bssT-q6RQex-
np8i5s-4nmbHx-e3bPgX
8.https://unsplash.com/collections/269996/human-emo?photo=-XvFzO6lmb0

9.https://www.flickr.com/photos/laurahknight/2307589777/in/photolist-4vV13D-5m7QdF-HufjpN-5Xr7b-nqgNL3-96U3nD-aQUDT6-6ep9Wf-5B97ct-rw
dA2-97Zhdt-cf56wU-7SfjfJ-QJkcmB-CfbRP-8hBAAb-fnz3x-4wnDfX-6Qkdwe-c7BC-3gmMe-cjfz6f-4Ryapy-6GHxha-hF2kvd-cCDDn-qsVjCv-56yuut-9
MYm1B-einxDS-5dFFGJ-7ygtBK-p8eZAT-b5BzxT-jW34s-5B9924-6epa7f-eQFh5p-6ep9Db-aqHNPW-9DUt77-7aqaoZ-fLobMd-5Hkio6-6ek1f6-pYW
YF-dvQQYp-4qomfS-6eBGqF-816Gcy
10.https://www.flickr.com/photos/stilgherrian/10063946496/in/photolist-gkjmEU-6tHfT3-wNp2G-8vBWbc-mieUP2-wNokb-77ZTvL-6tDhBM-8vBW8g-f
LbqcW-fKTPzT-7DhCZ8-5rfGV1-fLbqe9-fKTPEz-9A6WHu-nkbV3F-8vBW7x-6tHfSJ-74RnTF-8vBWgB-8vEXuA-78LNgS-6tHfSU-jC5u26-8vBW22-cd
b2hG-8vBVJ2-4H1Fd9-6tH4bw-gtGVzj-8uYX9q-6tCVMk-9xykzc-7k2eiP-8vBWdB-8vBWhi-5y95xY-6tH4GW-cmByRj-fLbqzC-dJMZ9Z-9zwFfY-iCvZV
U-j3PG8F-fKTPHP-77ZTvQ-g7SooK-c6eBfo-fLbqob
11.https://www.flickr.com/photos/jackflanagan/8555415416/in/photolist-e31JWm-549eLQ-6WSJAb-89JdBY-DkppCe-8NW1jd-fLhEVG-5BqzMo-fLhE
sQ-fKZWjM-48ZyJD-4Jn5nU-rxQcg8-fL8xhe-fLhWiy-fLhyZm-fL7q7K-fLqDHY-qJPjc9-fKZYsR-BoEBhG-7njjNn-njG9QH-fLnqJm-fL5LU4-fLhxjY-iGZJb
Q-6WSHs3-odKjDu-fL8QwF-fLhENu-i2Uf9P-975975-fLqd2S-dtg1SQ-jzADB-fL7ktk-7waFm7-dv182Y-4rLAmk-fLhSs9-BtSrdn-oWPaD6-fL6YMi-fLq9v
J-6WNT4T-3fdnaD-fLpebA-fLqqXd-6WSHio
12.https://www.flickr.com/photos/cavalcade_carousel/3514416389/in/photolist-6myiy2-dA36wD-6mCt75-6myiSP-6mCww3-oLL3-6mynBv-6mCuB7-b
aZCQ8-6mCuGY-oLLz-p2U5Ms-sghv5j-p4U9uG-ie8s8X-stignK-siqtLA-6myms2-dPdLBZ-6mCsBo-rtkyMN-9fhriZ-9LVEqp-9wMz65-6mCwqm-6mCu
2m-6mykqz-6mCtB7-nQpV63-s8CGcw-bwKcJ9-f6KHZD-6myjnx-pQvREV-BzAYXK-oLLg-7tuXD-QDf77t-nHDgLc-pVsg7g-bjFDqA-pQi1c1-oMrRS6-5
dfsFp-6mykNT-KtcCH-8x4kfv-CpGwsi-BYUV3T-pQhV9q
13.https://unsplash.com/@firmbee?photo=DfMMzzi3rmg
15.https://www.flickr.com/photos/epublicist/8068519054/in/photolist-dhZgBu-6ZckCr-fExgar-7b9wKT-9j5a8x-uf1TnA-cDhSG1-RNcFQ6-i3VzWg-meL
pAM-4VrcS8-RsdiCy-9j57wk-77XAvD-jjHbaZ-ditUhV-8QLw3p-eckHTr-ox5odm-oM3WPN-rweq6x-hhwup4-9j56w2-pdk26E-g437iH-7HeKfC-QhHojn-
pPhyN6-6V1ZGQ-rAWjrj-46uZse-b7SBuM-8PAk4V-6798LH-RKwu6E-7MBk6D-8cYaYe-gUCyGo-mJ7LvU-eagX4d-jVg3Ys-do1skt-7ABVrp-dXN2gw-
7zjpdG-QF2L3T-q4pa18-9gnsyp-9j55sr-9j8ix9

6.https://www.flickr.com/photos/scootmcgoof/5506829115/in/photolist-9oBWrz-7AwnzT-8A8xnE-6rck9Q-ePB5kV-8xySKc-kZ1phk-dQLtvc-bsqag6-7xHbtD-FU
8b8-axDUQD-pSh3em-bMcfuR-5CcnWA-9mYVGx-AWUj2-9bC58F-6v1HFr-e2MfMk-6DpULS-3mzJt-4p9hzT-9UJjjk-5LWW3U-ePAHon-9eLAge-7cdQCp-axD
WRc-8W2Pj1-8oBCbm-6xRK8m-7bZgjU-7KiQfo-9eLA4F-hACia-ouLqVt-9eJ1n3-6x58gG-85pdqH-91T8Pj-eM8rom-bSGMJk-7UVHC-LXSNU-FU8be-2ycqSD-
cYKMdd-ePN28y-cBtq5Q
17.https://www.flickr.com/photos/markmizuno/4569769427/in/photolist-7XPgf4-74suDf-74swcL-74oAEx-zqd1DH-zq83NG-NenNfF-RsSKDh-74sBKC-74srim-7
4sAcq-5WUtRP-74oDFT-pZE68-7RpwyD-74ssNN-7XSwWC-74oF1K-7RpwSx-zLsByD-7RsMP3-4NXacv-khZv6Z-G67e3M-Ck6Rnz-CAM1JM-CALQYK-CJ4g
hu-G3P7Qd-B64DMR-BAmfbG-BSSTPJ-C3rWcx-BAjbWE-BAjkFJ-B5Xy5m-CAMyCX-B63Rpa-B5XqYs-CTMkD8-DhFTiv-BtWrqi-BtWgjM-M82xiC-QaKvWH-
Q7XSfd-RdMatB-QJtbiN-NXahMy-vXYVYk
19.
https://www.flickr.com/photos/allieghaman/2966124169/in/photolist-5w7anT-iTubc9-aBhpko-84QYh6-mv9v3x-aBhrSL-6Cwk3N-5gV1Vn-7UoDEK-HdjnWH-df
w7TE-cK3sHC-DXcHJ-arWi9L-DXcHZ-RW19Rd-nu2cTP-5P1AGE-prHs9e-pDVmXi-3PPyWu-egdgDT-QQNJxf-QETsU1-cHGqU7-sERRU-ofDFGi-cZNihS-6jE
ZR9-aj7V6y-nUydiW-nGdk7Y-ug8Be-ogHxN5-omkxum-65ymYL-5swXcn-8HUStu-bTLab8-a34oeY-DXv14-pryBf8-b4QhN2-6ssPyM-6ovsXu-cKY9Gf-p9jRSB-
cRgKBm-abSunB-aBqbpm
20.
https://www.flickr.com/photos/funkyah/455336901/in/photolist-GeHNe-cZU7L9-9Fksuh-ntzms6-bMxNya-4rN9JD-8ofhUh-pYh3au-75EjVS-AqpkB-52bC7z-wZ9
jQ-e1rvfA-7CExB4-aEyw5D-cJFTFG-e4PytY-8Tkm47-4DvFuH-AwZQ2D-xrhEN-9feiMk-ag9UkB-pKTeCH-a2mU65-dkQp2j-ptqbsF-bDhQ7Q-dWDjFA-5Gm7Z
Q-pXfwE3-6A9P9e-rdRNTk-oHMmH1-aEyVmZ-4pAAxU-689nbC-RDEem9-bS6Jx8-b4z38a-4Y67rn-82MPVD-dq35wu-sAwa2C-5MELtR-q5Hpfm-agjBeY-a5F
Xw6-pVmhru-q1QVfu