Here’s another prediction about how the Internet will grow in the future as an advertising medium at the expense of traditional advertising.
While the research cited here comes from eMarketer the article is from Ad Age with this comment about advertising five years from now,
Once again the ad business will be growing. But a new media and marketing order will be taking hold. In measured-media terms, in 2016, the furthest year forecast by eMarketer, TV will still own the biggest piece of the marketing pie (36%), but just barely. Online advertising, at 31%, is sure to be hot on its heels. Further behind but growing fast will be mobile, whose share will have jumped from about 1% today to 5% as marketers chase a wholly mobile consumer reveling in constantly improving gadgets and services…
This is starting to be an old refrain as by now everyone in the industry is in agreement, old is old and new is better.
What I like most about the article is that they make the point that while in broad terms we know that marketing is moving to the Internet and Mobile, we really don’t know exactly what is going to happen so their advice is to jump in an experiment.
TO DO: Get out of the mindset that reach and awareness are enough and don’t use models that fail to build in room for experimentation with new channels.
If you’re in charge of retail advertising for a major brand, now is the time to be in full experimentation mode because it is certain that tranditional media is becoming less relevant every day.