Advertisers must ensure the balance between print and online advertising reflects the changing role of public consumption habits, particularly the growing importance of online advertising in various stages of the purchase funnel.
It is estimated that by 2012, the number of Europeans who regularly use the Internet will overtake newspaper readers (in fact, it already has among those under 34 years). Equally rapid is the change in the roles which both channels play in the lives of readers. Europeans who read print and online use the Internet more frequently, allowing them access to more content and information and allows them to enjoy many of the main qualities of traditional newspapers and magazines.
When comparing print and online advertising campaigns, the latter is emerging as an increasingly important channel in each stage of the purchase process used by consumers, when users search for recommendations on products, need more security or compare brands. Internet users also show loyalty to their favorite web sites, since 84% visits them at least once a day.
"Users of the microblogging network do not represent real-world consumers ."
Although the network has now reached 230 million users, experts are warning that they are not a fair sample of the population to which companies want to target their advertising messages.
"Twitter is a place for people addicted to their digital devices, who are terribly worried about missing out on the latest tweet by Edward Snowden and are faithful believers that the world is interested in reading all of their publications.
Attracted by its effectiveness and how easy it is to measure the impact of advertising targeting markets, as well as its relative low cost, advertisers increasingly use digital media.
While traditional media continue to lead in advertising investment, in Guatemala the portion of the budget devoted to online media - websites, social media and mobile devices is growing, reaching about 10% of the total, noting that the country is following the trend of developed countries, where even the reign of television as the premier advertising medium is being challenged by the Internet.
Advertising expenditure is abandoning traditional media, especially print newspapers and magazines, and instead turning to digital media, where results are concrete and objective, and where there is a superior return on investment.
A report published by eMarketer gives clear conclusions: The share of digital media in the advertising pie is growing at the expense of print media, in line with changes in the patterns of consumer behaviour change, which are not being reported in mainstream media, people are spending more time in front of screens connected to the Internet, where they enjoy more and better information, and interact with advertisers.