marketing, web development, graphic design blog

By Carl Da-Costa-Greaves

I read this week that online advertising now has a larger market share of advertising spend than TV advertising. What does that say for ‘traditional’ mass-market advertising? What are the implications for the traditional brand-building approaches?

I think the increase has been seen because online marketing can be measured and changes can be made so quickly, particularly as everyone is (rightly) hammered to evaluate/justify all promotional spend. I think the way that marketers can use online advertising – with much better targeting than traditional mass TV ads – is already starting to happen on TV and will continue to grow in importance.

As with all integrated marketing communications, it’s going to be more about getting the balance right across all possible tools, and this will change according to sector/brand/etc but it’s proof that that traditional mass-market advertising is going through some real changes.

These were changes that were going to happen eventually, driven by technological and societal changes but have been accelerated by the current economic situation.

I do think that traditional advertising will recover but it won’t exist in the same form as we’ve known in the past. There will be more of a focus on group communications rather than mass communications and all online and offline promotional activity will be tightly integrated with the same cohesive messages to support one another.

Tags: marketing, online, technological changes

This entry was posted on Thursday, October 8th, 2009 at 2:05 pm and is filed under Advertising. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.