Why Internet Marketing is Forcing Traditional Marketing into its Final Resting Place [PART TWO]

This is PART TWO of a two part article. Read Part one here.

Mobile advertisements are also popular in mobile browsing. Mobile browsing allows advertisements to happen in two main fashions. First, they might be part of a mobile website already and are either shown between pages, as pop-up pages, or on each mobile webpage itself. The other common way to advertise is when the site itself also offers a mobile application. When a person visits that site, they can be prompted by an advertisement to download the website’s more convenient mobile application. This can result in revenue from converting the user to download a paid mobile application or through ad revenue from others advertising within the app or through any commissions that are a result of free application downloads.

Finally, there is one of the most important aspects of any marketing campaign, whether it be Internet-based or traditional: affordability. In Brier’s article, Move Over Prime Time! (2004) an interesting correlation between online revenue and the decrease in television advertisements is presented:

“Online revenues reached $2.3 billion for the first quarter of 2004, nearly a 40 percent increase in spending compared with the first quarter of 2003. It is safe to assume that some of the money driving this Internet advertising boom is being redirected from television marketing budgets. According to an Association of National Advertisers survey released at the Television Advertising Forum, 45 percent of the companies the association polled anticipated reallocating money away from television. What’s more, 69 percent expected the Internet to be the medium that “would gain dollars in such a reallocation.”” (Brier, 2004)

This is really not surprising considering television commercials are one of the most expensive forms of advertisement. The main reason is that their cost is very high on both ends of the spectrum. Both the costs of production, as well as the cost of distribution, are considerably higher than any other form of advertisement. And if the commercial airs during a high profile event such as the Superbowl, a 30-second television commercial spot can cost millions of dollars. Newspaper advertisements are not particularly expensive, however, they are typically not able to reach a very large audience as the circulation of print publications have significantly diminished in the past decade. And as for radio advertisements, a 30 –second spot on a rotator will typically cost the least, but only for a local station. National radio station spots can cost as much as some television commercials.

Internet marketing campaigns are typically running 24/7 for a minimum of 6 months. If results are favorable, then campaigning can go on for even longer. Since there are various outlets for Internet marketing, including free outlets such as social media, Internet marketing campaigns can cost absolutely nothing. These types of marketing campaigns are far more about the time put into them, rather than the money. This makes them very valuable during the recession. “According to Marketing Sherpa, 38% of marketers expect to increase their online ad spending during the economic downturn, a number only slightly higher than the 36% who expect to decrease their traditional media outlay” (Klaassen, 2008.)

To conclude, both Internet marketing and traditional marketing have their place in the world of advertising. However, since Internet marketing is proving to be just as effective as, if not more so than, traditional advertising and for a fraction of the cost, fewer companies are employing traditional advertising methods so freely. Internet marketing campaigns are proving more and more every day that they can reach a unique audience and appeal to multiple demographics, especially with Miami web design gaining such ground. Clearly, traditional marketing techniques can no longer compete with the ease of Internet marketing since traditional marketing techniques are more easily avoided, mobile Internet usage is at an all time high and Internet marketing is far less expensive than traditional marketing.