Advertising and Internet: a Long term relationship
The internet has been a mainstay ever since it was first introduced in the 80's, but many wonder how long this partnership will last. There is no foresight into what the future holds for advertising and the web, but there are some factors that provide insight into why this relationship will likely last.
Most notably are: 1) Advertisers can reach their target audience at lower revenue costs than before 2) Businesses have to adapt to shifting consumer habits 3) The internet itself is ever-changing 4) Technology has finally lead to an interconnected world
These factors provide a foundation from which both parties must build off of in order to keep up with one another.
The internet has changed the way that people communicate, and for the better. Before, people had to be in the neighborhood or within driving distance of a physical store to buy things. With the internet, businesses can now reach customers virtually anywhere in the world. The ads are placed online and target the audience using customized content. Because they are targeting them specifically they can place more ads than before. These ads can have less costs because they are so targeted; furthermore these ads are more relevant to what people want (based on what they search for) – this is much like modern marketing techniques used in television commercials today. Due to the nature of the internet and what it can do in terms of communication, businesses are now forced to adapt in order to benefit from shifting consumer habits. Because of such, business owners have turned to social media outlets like Twitter, Facebook, etc. in order to reach consumers. Online shopping has also become a more popular way of purchasing items over the internet with sites like Amazon and Ebay allowing users to buy/ sell/ trade items directly from an individual person or company; thus changing the way that online business is carried out by people.
The evolution of technology has been a large part in the success between advertising and the internet. Technology has enabled the internet to be a more widely used form of communication, eliminating some of the costs associated with marketing that was previously placed on mobile devices and in-person interactions. As a result, businesses are able to reach out to people at greater rates, and effectively communicate with them using social multimedia tools.
In conclusion it is safe to say that after all these changes the relationship between advertising and the internet will last for quite some time. With businesses seeking a stronger way to reach out to people, and people needing access to more information, especially in an increasingly connected world, advertising and the internet will continue.
APA (Modern Marketing Research) Citation: Bluedog Marketing Research
Methodology: The study was conducted using a survey of consumers who had purchased something online within the last 30 days. The survey asked the respondents if they shopped online on a daily basis, weekly basis or monthly basis. This data was matched with past purchasing habits as well as online searches completed. Questions like how many searches are done per month for specific brands and products were asked in order to find what industries are most attractive to consumers when it comes to shopping online. The study was conducted over the internet using a survey tool called Survey Monkey
Title: Advertising on Mobile Devices: Why Now and What’s Next?
AUTHOR (NAME): Mobiles represent the single biggest opportunity for advertisers. This is an industry that runs on immediacy and speed; it is an industry dictated by trends. It is also an industry that relies heavily on how consumers behave and perform. They are constantly moving, talking, texting, emailing, tweeting, reading and communicating with others through their device. As they do all of these things they are exposed to advertising messages which allow marketers to reach them at critical moments in time. In this case, this means that brands are able to target consumers at opportune moments.
The mobile advertising industry is in the early stages of development. In most countries it is only now being introduced, and in some cases it has started LATE; but there are already signs that indicate that the industry is growing at a rapid pace. In the US, as with most developed markets, it is estimated that mobile advertising revenues will grow by 218% over the next three years and leap from $1 billion in 2010 to $2.9 billion in 2012. This is slightly behind the growth in mobile advertising revenues worldwide, which is expected to reach $11.3 billion in 2011 and $23.1 billion by 2013.
In 2010, mobile advertising revenues reached $2.77 billion worldwide, up from less than $1 billion in 2008, reflecting an annual percentage growth rate of 56%. At the same time, mobile accounting for only 8% of all global advertising spending in 2010.
With such a rapid progression of popularity and ability to reach key demographics via mobile devices we can expect this trend to continue over the next few years as marketers strategize on how best to engage consumers via these channels.
Using an in-depth review of current mobile advertising initiatives, this report identifies consumer attitudes, behaviors and preferences regarding ads in mobile channels and offers a look at the opportunities and challenges for advertisers. It also analyzes the changes in consumer behavior that are likely to occur as mobile advertising continues to grow.
This report shows that despite the growing popularity of mobile advertising, consumer attitudes toward such advertising remain mixed. It provides insights into the drivers of consumer acceptance of ads in mobile channels. It also looks at what factors affect consumers' decision to interact with or engage with ads via their mobile devices. It also examines the way mobile advertising is being used to facilitate product discovery and purchase. Finally, it analyzes consumer behavior and perception of advertisements in mobile channels.
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Title: Mobile Phones Driving Online Shopping; How Much More Can It Grow?
AUTHOR (NAME): This study will look at how consumers shop online as well as how they use their phones to do so. It will also look at the effects of mobile shopping on the physical store environment, specifically the impact that smartphones are having on brick-and-mortar retail chains like Walmart and Sears.
Conclusion: The mobile phone is the single most important platform for communications, entertainment and web access in 2012. There are now more mobile connections than there are people on the planet. Mobile is not just a channel of communication, it’s the platform used by consumers when they are making purchasing decisions and there is no reason to believe that the momentum won’t continue to grow stronger as smartphone penetration rises worldwide.
It’s predicted that by 2015, mobile commerce spending will reach $717 billion worldwide.