Author Name: Dr. Ruhi Lal, Dr. Zakia Tasmin Rahman Date: 10-02-2025
Brands’ interactions with consumers have undergone a permanent transformation. Deeper,more immersive experiences are becoming more common, as are novel, digital-first clientengagement tactics. Advertisers were compelled to innovate with changing technology, thisgave rise to a fresh wave of marketing ingenuity. Advertising industry has been innovating asper the technological changes. The evidence of which could be clearly seen as more peoplewatch You Tube than any other channel. It provides a platform where the cost could be cutdown as it helps to segment our target audience for better results. It allows a much moreadvanced system of synchronizing our customers and allow them to choose the advertisementsthey really want to see while skipping the once they don’t want to see. It has enhanced thecustomer retention strategies to a great extent.Digitization has led to most brands, organizations, and companies operating in the markettoday, to open their own online websites where customers can contact them or purchase theirproduct/services from. Opening up one’s own online website is quite inexpensive, and thus,many new/small companies now have the chance to open their own websites. In a company’sonline website, there are numerous essentials that can be observed. This ranges from pictures,content, options and features available, and look of the user interface. The companies use theseelements to make people visiting the website have a smooth experience, free ofmisunderstanding, where they can be made aware of their products/services.The content of a website is one of its most important aspects. The content on a website has asignificant impact on a viewer’s first impression, purchase decision, and image and loyalty tothe brand. Proper and appropriate content also gives the customers an idea on the process ofoperation. Content simply means the information that is being communicated to the readers orviewers. It is conspicuous that appropriate, clear and concise communication is of utmostimportance in the proper advertising of a brand, product or service. So, if the content of awebsite is of subpar quality, it is likely to negatively affect sales. Content has been used on allforms of advertising, including digital advertising, newspapers, and flyers, and is a veryeffective way of communicating a message to the audience. Transformational advertisingnecessitates a shift in emphasis away from tangible feature items and toward a broader way ofthinking. Experiences are centred on how the item or organisation will benefit the overallstrategy of an affiliation. As opposed to selling things all around, promoting content spotlightson making insignificant feelings that energize buyers to movement.
