The Digital Revolution in Advertising
I found a very interesting article today, through NPR. It’s talking to Bob Garfield, and references to his book The Chaos Scenario. Essentially, the article was covering the changes in marketing we’re seeing today.
The world as all advertisers knows it is changing. Changing drastically. Marketing is not dying – it’s being reborn.
Most people are moving online. Using the internet for almost everything now. I know that I can count myself in with this – if I’m looking for an address to meet with a business, where do I look? The internet. If I want to find out when the next showing of the new movie I wanted to see was out is going to be at, where do I look? The internet. If I want to BUY a ticket to said movie without worrying about waiting in line? The internet.
Everything is becoming available online, so it is becoming apparent that everyONE is going to move online. Newspapers are losing customers, magazines, even TV as we’ve known it. (Ever heard of Hulu?)
For companies who advertise in any sort of fashion to keep up, they’ll have to go where the people go. This means moving their marketing online. This is also going to also mean a change in the people using online advertising, and the difficulty it will be to be seen in different markets.
As Bob stated in the article, the times, they are a’changin’. If businesses don’t start changing with the times, then it’s only a matter of time until they go extinct next to the old forms of marketing.
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Posted: August 6th, 2009 under Advertising, Marketing.
Comments: 2
Comments
Comment from Rafi Arbel
Time: August 8, 2009, 9:36 pm
You must go where the people are. But what if you show up to the party and no one pays attention? Eric Clemons argues that advertising will fail, on-line or otherwise, because: 1. Consumers do not trust advertisers; 2. Customers do not want to view advertising; and 3. Consumers do not need advertising. See http://ow.ly/jrYJ. Interesting premise; market changing if its true.
Comment from admin
Time: August 8, 2009, 9:45 pm
Very interesting suggestions. I think Clemons has some valid ideas, but the fact that advertising has existed since ancient Egypt means that his argument is a bit hard to agree with.
I’ll agree – consumers do not trust advertising or wish to view it – but what if it’s presented in a way that they don’t perceive it as blatant advertising, but as information about a need/want they have? In that case, it’s quite functional. Good marketing can do that. As for #3, sure – but businesses need advertising. And it will always exist because of that, online or otherwise.
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