In this article I will contrast the differences between the mediums of Internet Marketing, Conventional Marketing and their future together. What I refer to as “Conventional Marketing” are all those things that have been established forms of advertising for the last 50+ years such as; Television, Newspapers, Mailers, Billboards and Radio. What I refer to as “Internet Marketing” are all the new forms of advertising only recently established in the business world such as; Search Engines, Social Networks, Banner Advertisements and Mobile Media. The integration of these two mediums is one of the focuses of this article as well and how they will be interacting over the next few years according to market projections and corporate planning. It is a new and interesting time we are entering that will feature many new services, advertising mediums and great possibilities for your business to see personal return on investment. It is my goal to bring light to a misunderstood change in market shares and effectiveness, as well as to show how both markets are slowly becoming one big conglomerate.
First it was Mail, which was first enacted as an official system all the way back to 2200 BC and perhaps further, the government and major merchants of the times would send mailers to wealthy individuals hoping to obtain donations or customers. Second came Newsprint in the mid 17th century, this was the medium of the day and its inception was much accepted and heralded as no other forms of publication were available other than authoring a book, which was expensive at the time. Next came Billboards as lithography became widespread and again boomed after the creation of the motor vehicle when more and more citizens would use the highways, giving them more exposure. Then you had Radio come triumphantly into the scene, revolutionizing the way people communicated and entertained themselves on a daily basis. Last of the Conventional Marketing types was Television and oh how did television explode the advertising market, entire industries were built around it until now when the average person has 3-4 T.V.s in their home.
Then in the 80’s there came the Internet, it was not anything near the behemoth we know today but it was innovative and highly useful to government and science. The first advertising was Banner Ads and was pioneered by a company that was sub-corp. of Sears and IBM. Today these types of advertising are still effective and widely used by many of the top websites. Then came Search Engines, creating a way to find websites without needing to know a Directory or the direct URL, this opened the door for PPC and SEO creating a multi-billion dollar industry. Social Networks began popping up online and then when Myspace attained millions of users massive ad campaigns were launched targeting those potential clients and created another multi-billion dollar industry. Last with the invention of the Mobile Web and Cell Phone Internet, Mobile Media flourished and now Smart Phones make it more profitable than ever.
Now that I have defined the major markets that each category refers to I would like to discuss the current state of affairs of each of these mediums. Conventional Marketing has seen a HUGE decrease in investment and return on investment with the advent of the Internet, Television is the only one of this demographic that is still growing. The success of Newspapers and Mailers have fallen to drastic all time lows, billboards have become effective only for local products and Radio has nearly gone extinct in some areas of the country. When this decline began each of these industries realized it was get with the times or get off the train, so they began to integrate their services into the Internet, forcing a share of the pie that had been taken away. Radio got Pandora and the other various Internet Radio services, Newspapers began creating digital copies of the daily paper and Mail has been nearly eaten up by the Internets quick and cost effective E-Mail systems. Even Television realized the need to create mediums of its services available online and sites such as Hulu were created. According to the Gallup Polls as of 2011 84% of the American populace had Internet Access in some form within their household. eFrontiers Market Analysis and Projections show that by 2015 Internet Marketing will account for 25% of America’s overall ad spend each year. The various forms of Internet Marketing have proven extremely successful, Banner Ads and Social Networks are moving along strong and many niches have been created allowing marketers to directly reach clients that have shown an intrinsic interest in their products or services. PPC and SEO consist of the majority of marketing dollars online making Search Engine the most invested in and Mobile Media is exploding at the moment as Smart Phones become more prevalent.
It is inevitable, in theory, that over the next two decades they will slowly merge into one multi-media delivery system, most likely in a mode we cannot foresee, as we do not have the technological advancements yet. But what we can foresee is that they will, in majority, become one large Internet based medium. With the merging, it allows for new forms of marketing to develop such as T.V. Banner Ads, Radio PPC Campaigns and Internet Based Digital Billboards. It is a new marketing frontier and if you have not already gotten on-board this is the time. If you are a business that plans on operating in the next decades you need to create websites and advertising campaigns online, you need to follow the changes in the market that are projected and lastly you need to stay open to new technological developments and not turn a blind eye to huge investment possibilities that appear in the next few years.
Internet Marketing gives businesses of any size access to the mass market at an affordable price. Also Internet Marketing focuses on advertising to refined groups of people who are looking for your services whereas conventional focuses on pushing goods or services to as many viewers at once as possible. In this Digital Age we cannot try to cling with the marketing tactics of the past, the world is ever changing and so must we. At the moment Internet Marketing is the frontier, fifty years from now it will be something we can’t comprehend at the moment. Conventional methods should still be a large part of your budget but as the years pass and the markets merge, where will you be if you have no website?
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