In this new breed of marketing to the “4Ps” (product, placement, price, promotion) the following been added: flow, functionality, feedback and loyalty (“4Fs” in Spanish).
The Internet, new information management tools and methodologies, combined with globalization, are redefining the way products are marketed.
Cristina Vílchez, writing for Americaeconomia.com, comments that, “new tools are available for companies to use to reach customers.
In 2010, online advertising spending will grow to $25 billion, and will represent 20% of the entire advertising market by 2014.
The figures of a report by PricewaterhouseCoopers called “Global Entretainment and Media Outlook for 2010 to 2014” match the data from another study by David Hallerman, senior analyst at eMarketer.
“Steady gains in online ad spending will mean an additional $11 billion flowing into the space over the next four years, increasing the Internet’s share of total media ad spending from a bit more than 15% in 2010 to over 20% in 2014”, reported eMarketer.com.
Online media continues to gain ground on traditional media, by combining and offering a single product featuring the best of both.
The television industry understands that audiences are shifting towards the web as their main information source, not only at the expense of print media, but also of television.
Their strategy is also clear: they are joining the enemy, in order to reach their audiences also through the web.
Women still do the bulk of home shopping, and more and more of them research online before doing so.
A study by iVillage/SheSpeaks in the U.S. details how women are changing their shopping habits, detailing that a shopping tour begins at the PC, where they check existing offers and promotions through the Internet. They decide where to shop depending on what they find.
Online video and display advertising are effective at driving significant uplift in site visitation and advertiser search queries, even in the face of minimal clicks on ads.
Fox Networks and comScore, a leader in measuring the digital world, unveiled the findings of a U.K. study:
-Video and display advertising both successfully increased brand engagement in each of the four campaigns analysed.
A new web site helps understand what is advertising targeted to user interests, and how to protect privacy online.
IAB Spain, a representative of the Internet Advertising Industry, launched a website on Internet privacy, which aims to help the user protect its privacy and inform on how targeted advertising and cookies work.
Survey: What do you do during TV advertisements? 39% changes the channel, 37% speaks with someone in the room, and 34% surfs the Internet.
“Adding Internet to the advertising mix, in addition to other traditional media, contributes in increasing your reach. This is because Internet has now massive reach among consumers, and they mix it with print and radio.”
The fall in newspaper advertising revenue equals the increase in internet advertising.
Theslogan Magazine remarked how advertising spending has recovered in the United Kingdom, as the economic and financial crisis comes to an end. However, only Internet and movie theathers registered more spending in 2009 than in 2008.
“In fact, online advertising increased exactly as the same amount lost by newspapers (4.2%).
Advertising online is not an option anymore but a necessity, and requires stricter planning than traditional advertising.
Every cent spent in an advertising budget must be carefully planned. These are though times, with fierce competition in all fields. Preparing successful advertising campaigns requires a lot of work, and actions in several fronts. A balanced online marketing plan is much more than just spending some dollars on Google’s Adwords.
When digital advertising fails, do not blame the medium without analyzing if the design of the ad is in line with it.
Phillip W. Sawyer writes in an article in Advertising Age that the effectiveness of an online campaign can be seriously hampered by mistakes made by designers who do not know the specific requirements of digital communication.
Sawyer lists 7 key mistakes when designing online advertising, identified after extensive research.
The key for effective online communication lies in the context where the message is shown, not in its design.
When an online advertising campaign is being created, much to often we see designers obsessed with creating innovative and spectacular messages, while forgetting the most important aspect: where the message is going to be shown, and next to which context.
Much too often, advertising designers emphasize visual appeal too much, forgetting the most important: efficiently communicating a message.
And that translates into wasting money. With the crisis forcing us to reduce costs in every front, we must demand results from our advertising investment.
If they tell you "What a beautiful ad!", and ask you "Who's your designer?", then you should worry.
The economic crisis hasn't stopped the rapid growth in Internet commercial transactions.
Brazil, Argentina and Mexico report the highest e-commerce growth in Latin America, according to analysts participating in the conference "The next generation Internet V.3.0 Economy".
Despite the crisis, which has forced consumers to reduce their retail purchases, e-commerce has not been affected.