Why Internet Marketing is Forcing Traditional Marketing into its Final Resting Place PART ONE
This is Part one in a Two Part Piece on Internet Marketing Versus Traditional Marketing
Technology has been progressively making common tasks simpler and more efficient. While technology will probably never solve all of the world’s problems, it is certainly true that the ways household chores and business tasks are completed are rapidly changing and becoming more efficient due to new technological devices and programs. The Internet is one of the most widely utilized and common tools people are using to simplify their daily lives. And now that individuals and business owners have more free time, they are able to leverage themselves better and more affordably with marketing completed on the World Wide Web.
This new trend has taken a significant amount of life out of traditional marketing methods. As Internet marketing continues to come up with new and more affordable methods of advertisement, traditional marketing methods are not able to compete with the potential audience Internet marketing can reach for a significantly smaller amount. Therefore, Internet marketing has lessened the effectiveness of traditional marketing because of the implementation of ways to avoid traditional marketing, increased usage of the Internet on mobile devices and the fact that Internet marketing is far less expensive than most traditional marketing practices.
First of all, the implementation of new technology methods that allow people to avoid engaging in traditional advertisements has already made those advertisements less effective. “As evidence that a discontinuous evolution in content will be required to fuel the growth of the Web and Miami web design, witness the difficulties experienced in applying traditional content to the alternative new interactive multimedia, such as pay-per-view, video-on-demand, and interactive TV. Few applications have yet to meet with consumer acceptance in test markets, and even fewer have come online in any significant way” (Schwartz, 2004). Since these last eight years have passed, technology has changed this overall ideal. Television commercials, for example, can now be fast-forwarded through with the use of a DVR system. Previously, DVR systems were rather expensive and much more difficult to utilize, but in present day, most cable and satellite companies offer them as a standard part of their package. This greatly increases the amount of people that are never being reached by television commercials.
Internet and satellite radio have also had an impact on radio advertisements. Now, radio advertisements can be avoided by purchasing a satellite radio package that has either limited or absolutely no advertisements at all. Then there is also the option of Internet radio, which is customizable unlike traditional radio. Therefore, even though Internet radio does have minimal advertisements, people are able to control the type of radio they listen to which is far more appealing to most.
And, of course, there are print advertisements as well in newspapers, magazines and other publications. Now that people are moving from print publications to both benefit the environment and because it is far more convenient to utilize an e-reader, tablet or Internet browser to find news, traditional print advertising reaches a far smaller audience.
Another important point to touch upon is the increasing popularity of mobile marketing. Mobile marketing reaches out to consumers in two major ways: mobile applications and mobile browsing. Mobile applications typically insert timed advertisements into free applications. Many companies have been making small tweaks to the same general applications (games are the most typical applications this happens with) and creating multiple free apps that include advertisements in them. Popular mobile application “Words with Friends” for example, offers both a free version with mobile advertisements, as well as a paid version where the ads can be removed. On the free version, ads pop up between each play that is made in the game. Often they are timed, and cannot be closed for at least 5-10 seconds. This is plenty of time to make an impression on the user.
Part Two coming soon!