How technologies impact the media and marketing industry
See what’s ahead for media and marketing
From artificial intelligence (AI) and augmented reality (AR) to the rise of real-time analytics and social media influencers, emerging media technologies are heavily impacting media and marketing trends. While automation and interactivity enhance productivity, they also emphasize the need for human input to edit content, understand audiences, build trust, deliver authenticity and create meaningful connections.
Explore the power of current and incoming technologies, the challenges they pose and what emerging media professionals can expect. Plus, get insights from faculty experts in University of Idaho’s online Master of Arts (M.A.) in Emerging Media degree program, who consistently adapt their teaching to ensure students stay ahead of the curve.
Digital technology and emerging media in today’s world
The media and marketing industry is in a constant state of evolution. What worked five years ago may no longer be effective, and new tools and platforms are continually changing how brands engage with their audiences. To stay competitive, marketers and media professionals must embrace innovation while maintaining a human-centered approach. This will only become more prevalent as technologies continue to increase in capability.
Emerging media technologies have grown expectations for interactivity and personalization. Short-form videos, interactive social media posts and multi-dimensional campaigns are no longer optional — they are essential for connecting with audiences on a deeper level. Data and AI enhance these strategies, enabling marketers to make decisions faster and with greater results.
As Louise Ying-Chia Hsu, Strategic Communication lecturer at University of Idaho, explains, “Emerging technologies can change the workflow, collaboration, creative strategy, tactics and evaluation approaches in marketing.” By leveraging these tools thoughtfully, small businesses and large organizations alike can create even more impactful campaigns that resonate with their target audiences.
Transformative technologies shaping the new media landscape
Digital technology and emerging media tools are here to stay, and over the next decade, we can only expect more to enter the landscape. Get to know the most powerful technologies currently impacting media and marketing trends.
Artificial intelligence
AI is revolutionizing content creation and campaign management. From generating personalized ad copy to optimizing video content, generative AI tools simplify time-consuming tasks. But there’s a catch — content must still resonate with humans.
Strong writing, critical thinking and creative problem-solving are critical for professionals looking to stand out in an AI-driven world. These skills ensure that content connects emotionally and builds trust with audiences.
Augmented and virtual reality
AR and VR are already influencing how brands engage with consumers. Imagine virtually trying on clothes or testing how furniture fits in your home before buying — you might be more willing to purchase an item or take action. Clinical Assistant Professor Kyle Howerton shares, “AR will transform advertising by enabling interactive experiences, making video ads way more immersive and memorable.”
Real-time data analytics
Real-time analytics enable media and marketing professionals to assess performance instantly and adjust strategies on the fly. Marketers can fine-tune their approach during a campaign, ensuring they are always in sync with their audience's needs.
Caitlin Cieslik-Miskimen, assistant professor of Emerging Media at University of Idaho, says, “You don’t need to wait for the conclusion of a campaign or event to see if you are engaging the audience that you need to.” This immediate feedback loop enhances efficiency and improves outcomes.
Trends in social media marketing
Today’s audiences crave constant interaction and genuine connections. Social media algorithms prioritize emotional, engaging content — especially in the form of video. This has led to a stronger emphasis on community-driven campaigns; however, users often have shorter attention spans, which organizations must take into consideration.
Additionally, social media fosters two-way relationships, enabling companies to “listen” to their audiences and tailor products and messaging to meet their needs. This shift has led to a deeper understanding of consumer behavior and more meaningful interactions.
Leverage the power of influencers
Influencer marketing has created new opportunities for brands to reach specific audiences based on age, gender identification and more. Social media influencers are increasingly popular and are now seen as trustworthy and relatable sources. They wield significant power over their followers, often more so than traditional advertising.
However, competition for attention in the influencer space is fierce. Companies must be strategic in selecting partners who align with their values and resonate with their target audience.
“More and more people are declaring that they wish to grow up to be a social media influencer, and with attention becoming one of the most sought-after resources, it matters how you appeal to your audience and how you can stand out and create a brand and name for yourself,” according to Associate Professor Kyle Howerton.
Navigating potential challenges
While emerging technologies offer incredible opportunities, they also present unique challenges. Content saturation, ethical concerns and the rapid pace of innovation require media professionals to stay adaptable and understand which trends to follow and which to ignore.
Moritz Cleve, assistant professor of Advertising at University of Idaho, states: “Denying the existence of new technology such as generative AI would be a disservice to anyone who is working on a degree right now.”
To succeed, professionals need to use new tools thoughtfully, ensure their strategies align with audience needs and consistently assess their effectiveness. They must think critically and allow emerging media technology to enhance their creativity, not replace it.
Preparing for media and marketing careers
To excel in the evolving media and marketing landscape, professionals need more than technical skills. Critical thinking, problem-solving and a deep understanding of their audience are equally important. According to Associate Professor Kyle Howerton, “The best new marketers and advertisers are going to be the strongest creative problem solvers.”
Professionals must also ensure they always carefully select emerging media technologies that align with their audience’s needs, motivations and potential actions. “Not every technology or platform is right for every client or right for every campaign,” says Assistant Professor Caitlin Cieslik-Miskimen.
Assistant Professor Moritz Cleve gives this advice: “The best way to learn how to effectively use new technologies is to follow industry professionals who have positioned themselves as thought leaders when it comes to the adoption of new technologies, then try to emulate in your own context what you see or hear.” Marketers can find this information by reading blogs, listening to podcasts and reviewing LinkedIn pages about specific digital technologies.
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U of I’s emerging media master’s degree
Whether you want to create more engaging campaigns, elevate your strategic communication career or pioneer the use of new digital technologies, University of Idaho’s online Master of Arts in Emerging Media degree program helps you stand out in the competitive world of media and marketing through:
- Personalized learning: Work with expert professors one-on-one to develop a customized educational experience that aligns with your career goals, including tailored assignments and projects.
- Opportunities to innovate: Explore new media technologies, like AI and AR, while learning to develop engaging, forward-thinking content that resonates with audiences.
- 100% online format: Access the program from anywhere, with the flexibility to balance your studies with personal and professional commitments.
- Future-ready skills: Build expertise in strategic decision-making, data-driven storytelling and adapting to the constantly changing trends of media and marketing.
- Two certificates: Earn graduate certificates in media production and strategic media management by completing the M.A. in Emerging Media degree.
Stay ahead in media and marketing
Digital technologies are reshaping media and marketing trends, offering exciting opportunities for those ready to adapt. By combining creativity with technical expertise, today’s professionals can lead the way in crafting meaningful, impactful campaigns.
That could be you. Get started with University of Idaho’s Master of Arts in Emerging Media degree. Request more information or apply now.