Despite economic slowdown online advertising market is growing at a good pace.
Microsoft’s revenue from adverting grown 29% despite overall below expected performance. Google beat the street expectation with better growth report; needless to say a lion share of it comes from online advertising revenue.
But analysts feel a shift is happening the way companies are advertising on the internet. Most advertisers feel they are over spending on the ads which are not working. Traditional ways of advertising are not providing enough ROI to marketers. Companies are looking beyond Pop-ups and Banner adds. According to this the report “Online Promotions: The Big Shift”, Borrell Associates feels that growth of pop-ups and banner add spending will fall into negative territory by 2010.Though the real impact is yet to be felt, nonetheless a shift is unavoidable in the way marketers do online advertising.
- What are the options advertisers have?
- Promotions:
Marketers will increase the promotional activities in the internet like discount, coupons, contest etc. Few days back I read a blog report about HP giving away their latest Laptop for free as a promotional campaign. Check here. According to same Borrell Associates’ report, by 2012, promotional spending approaches $22.8 billion, and will surpass all other forms of traditional online advertising.
- Back to the basics:
Marketers should stick to the basics of marketing, keywords like customer satisfactions, customer retentation, segmentation, brand loyalty are not just keywords, they are crucial in any successful advertising campaign. This study (pdf)of Top Marketing Trends for 2008 by Anderson Analytics reveals that 60% top executives feel that marketing basics are very important in order to make a lasting impact from any ad campaign.
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