New media technologies have a great effect on consumers.
Firstly, consumers get richer information.
There emerge various products through diverse vehicles twenty-four hours a day, seven days a week, which is helpful to widen consumers’ knowledge of various products.
They begin to participate in the searching and interacting actions with advertisers rather than just being told originally, especially with the help of internet.
Consumers could visit websites with comparative product and ask questions, read reviews and communicate with other massive users that is called ‘word-of-mouth’ to get much more information to know the actual facts of the product or service all sidedly.
However, plentiful information also results in daily interruption and difficult selection from the perspective of consumers.
Every time people go on-line, there must be numerous burdensome pop-up advertisements.
The high frequency of junk e-mails and mussy advertisements in mobile phones is quite annoying as well.
In respect of difficult selection, for example, the advertisements of coke from both Pepsi and Coca Cola show to consumers very similar items.
Similar price, similar appearance, similar taste, similar reputation, and even similar advertisement design, which is really hard for consumers to make a choice except for those who have a preference brand.
The second considerable effect on consumers is database.
Now many on-line businesses ask consumers to provide personal information including name, birthday, address, and phone number to build databases and store information for advertisers.
The advertisers can contact with consumers through many ways.
They can send consumers a greeting card or wish lists of desired gifts via e-mails as an efficient marketing strategy, which usually makes consumers feel intimate.
In one word, database can help build closer and deeper relationships with consumers.
However, there raise significant privacy issues at the same time.
Firstly, consumers get richer information.
There emerge various products through diverse vehicles twenty-four hours a day, seven days a week, which is helpful to widen consumers’ knowledge of various products.
They begin to participate in the searching and interacting actions with advertisers rather than just being told originally, especially with the help of internet.
Consumers could visit websites with comparative product and ask questions, read reviews and communicate with other massive users that is called ‘word-of-mouth’ to get much more information to know the actual facts of the product or service all sidedly.
However, plentiful information also results in daily interruption and difficult selection from the perspective of consumers.
Every time people go on-line, there must be numerous burdensome pop-up advertisements.
The high frequency of junk e-mails and mussy advertisements in mobile phones is quite annoying as well.
In respect of difficult selection, for example, the advertisements of coke from both Pepsi and Coca Cola show to consumers very similar items.
Similar price, similar appearance, similar taste, similar reputation, and even similar advertisement design, which is really hard for consumers to make a choice except for those who have a preference brand.
The second considerable effect on consumers is database.
Now many on-line businesses ask consumers to provide personal information including name, birthday, address, and phone number to build databases and store information for advertisers.
The advertisers can contact with consumers through many ways.
They can send consumers a greeting card or wish lists of desired gifts via e-mails as an efficient marketing strategy, which usually makes consumers feel intimate.
In one word, database can help build closer and deeper relationships with consumers.
However, there raise significant privacy issues at the same time.
Along with the rampancy of computer viruses and hackers, these personal information can possibly be stolen and published in public, which is obviously threatening the privacy of consumers.
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