The union of advertising agencies has reported that in 2017 they generated revenues of $443 million, of which $35 million corresponded to digital advertising.
According to figures from the Associated Advertising Agencies of Honduras (Apha), the $35 million invested in digital advertising in 2017 made this line of business represent the third largest revenue generating factor for the agencies, surpassing investments made in radio media, which were estimated at $19 million.
Added to the small level of influence that social networks have on consumer purchasing decisions there is also the ever latent danger posed by situations where communication can seriously damage the company's image.
According to a recent survey by Gallup Inc. published by The Wall Street Journal "... a clear majority of Americans say that social media has no effect on their purchasing decisions.
Advertising must not only capture the imagination of the consumer, but make them buy the products and services advertised.
On November 26 will see the awarding of the Effie Awards, which evaluate the strategy, creativity, execution and results of advertising campaigns.
"The Effie judges campaigns using an effectiveness index, which evaluates strategy and objectives, creativity, execution and results, which is the most significant part.
"Of all the people who see a banner on the Internet, only 1 percent click. But the remaining 99 also made contact with the advertisement, and although they didn’t access it, they still received the message."
The advantage internet advertising has over traditional media, is that it is possible to objectively measure its impact, by counting the clicks that tell us that the reader is interested and needs more information about the product, service or brand on offer.
Measuring results is essential in order to check whether your online communication strategy is successful and profitable.
Accurately defining goals for internet investments and then measuring and analyzing the results of the traffic that company’s web sites record is vital in ensuring the success of that investment.
Gustavo Arias Retana's article in Elfinancierocr.com explains that "within the planning that a company must do to get the most out of its web space, it is essential to define the methods used to measure results. Today, that situation is easier because there are many low cost, or no cost, tools which allow you to have control over traffic on web sites and create profiles of social networking followers."
According to research by the consultancy Mintel, more than two thirds (66%) of social network users say they rarely pay attention to ads on these sites.
More than half (56%) say they dont like buying products they have seen advertised on social networking sites - suggesting that brands have to go beyond paid advertising to influence consumer purchasing decisions .
In the first quarter of the year spending on digital advertising reached $7.3 billion in the U.S.
The digitization of information on the Internet is making great strides, and an example of this is the exponential growth of scheduled advertising in digital media.
This latest comes from the analysis by Price Waterhouse Coopers and the Interactive Advertising Bureau (IAB) who released results of the income report
Business to business advertisers which objectively measure the return on their investment in online marketing, believe it is more effective than traditional marketing.
According to a report from AMR International, among B2B advertisers who measure the return on their advertising investment, 64% say the Internet is the media which has given them better performance (ROI). Only 32% that do not measure the ROI, expresses the same opinion.
Ongoing testing and measurement are the basis for success in marketing. If you are not continuously testing your campaigns, you're probably losing money.
Of course the first thing is to measure results, the internet is an instrument where results are objective, measured either by you or through specialized third parties.
But after knowing how many users clicked on your advertising and how many of them finally made a purchase, ¿how do you know if the results are good or bad?, most especially, ¿can they be improved?
A Microsoft Advertising White Paper looks at changes in audience behavior regarding print and online media.
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.
People are migrating from television to the digital media, where they interact.
Advertising is changing rapidly, to respond to rapid changes in public behavior, which is increasingly spending more time in front of computers, connected to the Internet, at the expense of time devoted to traditional media like television and especially printed media.
The ability to interact with the public in digital media can learn preferences, habits and interests of people, which in turn allows advertising messages to develop more and more tailored to those preferences, habits and interests, making the content of information in advertising of high-value for individuals.
Internet users feel three times more confident in the publicity they find at information portals, than they do in that found on "Social Media" sites
In the marketing world, "social media" is the buzzword of the moment and many, often without much web experience, feel they should recommend clients put publicity on social networking sites such as Facebook and Twitter.
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.
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.