Advertising agencies, too, rely heavily on computer technology for everything from media planning and buying to graphic design and editing commercials. Finally, advances in communicating information have presented marketers with new challenges and opportunities. Whether it's direct TV, E-mail, or the Internet, marketing managers face new media choices that must be fully understood and evaluated relative to overall communications needs. Technology is part of the culture today. The tempo is faster.
Windows of opportunity are shorter.
There is also a greater concern about confidentiality than ever before, according to Rossi. This applies particularly to new products and new marketing campaigns. The dramatic growth in information channels and transmission speed increases the risk of proprietary information falling into the waiting hands of wary competitors who often are quick to retaliate. Technology's role is already extremely important and growing. Targeting messages to more narrowly-defined market segments has also favored the growing use of direct marketing over mass media.