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This
month we'll share a recent article about The Future of Internet
Marketing by the president of Integral Impressions, one of
our online marketing partners.
Internet
marketing has come a long way from the late 90's when online
advertising spending was at its peak. Advertisers are smarter,
more efficient, and there are new mediums that deliver targeted
relevant ads to consumers at the precise moment they are looking
for your product or service. Also dubbed contextual marketing,
this new way to target ads based on what people are seeking
will allow marketers to target TV commercials similar to how
Google places sponsored ads next to their search results.
The
most recent innovation in pay per click advertising has been
Gmail, a Google service that places ads next to the emails
you are reading. As we see Google champion contextual advertising
channels through Adwords, Adsense, and Gmail, we will see
concurrent innovations in advertising with the integration
of the TV and PC.
Search
engines are the forefront of Internet marketing today, but
Steve Ballmer of Microsoft states, "in 10 years, all
media dollars will wind up online, because the separation
among PCs, televisions and mobile devices will no longer exist."
He predicted that within a few years, people will watch most
video via the Internet rather than on a TV set, because it's
more organized and packaged there.
Not
only is the industry changing in terms of appliances, it is
also changing socially. Friends and family will huddle around
the TV to catch season finales at lesser frequency. The growth
of on-demand technology such as TiVo will lead to this growing
trend declining social visits to watch similar programs known
as concurrency. Todd Herman of MSN said, "This death
of concurrency is going to drive a whole lot of models."
The jury is still out on how to best reach users in this ever
changing climate.
John
Gee, at OpenTV, believes "television is still a viable
medium," particularly as contextual opportunities to
emerge which embed advertisements into new interactive features.
Other mediums such as video games are yet to be exploited
from the contextual standpoint. As gaming systems become Internet
enabled this will surely expose marketers to desirable youth
demographic.
Although
some will argue the death of television is a ways away, others
will embrace new forms of advertising that will push the envelope
to the point of ridding America of their favorite device,
the TV.
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