In the 1980s, advertisements for brands were mostly done on paper for example magazines and newspapers.
Back in those days, all these advertisements were so appealing to us. In the 2000s technology became more advanced, more interactive and more engaging. These advertisements appeared more on social media sites and online media. Brands were able to engage with users online to understand their needs and innovate with more products that would sell in the market.
Now, technology became more advanced and people become more demanding, wanting more authentic content and products, this made marketers become more driven to come up with new ways to engage the audience. An example, Rihanna. She is a celebrity, who made use of media marketing so well to release her cosmetics line Fenty Beauty. I felt that she was a genius when she released news of her makeup line during New York Fashion Week. It was free marketing for her because to speak of her launch at such a big event, reporters and the media would do the advertising for her.
Social media made advertising much simpler and engaging for consumers. Make up tutorials and reviews on YouTube allows people to feel more emotion and YouTuber’s honest feelings would spread either positive or negative feelings to their fans. Fans would then spread the news through word of mouth.
As shown in the above picture, this is Fenty Beauty’s Instagram page, Rihanna uses Instagram stories as highlights to introduce her products in a more visual and engaging way. Watching a short clip is more interactive than looking at a picture. In comparison with an advertisement before year 2000 discussed earlier, a reader would not be able to visualise how the product would look on a person. However, now all that is possible. She also made make up tutorial videos and wore her products to events, this way it increases her brand awareness, she is a true marketer.
With the power of social media, Rihanna is able to communicate with her fans, to keep up with current trends as well as their needs. In fact she does make up tutorials with her make up line frequently, take a look at the video below!
Digital technology has definitely overtaken traditional ways. Will you be the next?