Economist.com | The future of advertising
"More people are rejecting traditional sales messages, presenting the ad industry with big challenges
"After the technology bust it was easy to dismiss the internet. But the phenomenal success of many e-commerce firms, such as Amazon and eBay, shows that millions of people are becoming comfortable buying goods and services online. Many more are using the internet to research products, services and prices for purchases made offline. Some 70% of new-car buyers in America, for instance, use websites to determine which vehicle to buy�and often to obtain competing quotes from dealers."
"No one knows just how important the internet will eventually be as an advertising medium. Some advertisers think it will be a highly cost-effective way of reaching certain groups of consumers—especially for small companies operating in niche businesses. "
More confirmation of the increasing importance of the Internet for businesses, particularly small businesses! Perhaps the most intriguing thing about marketing over the internet is that it is all "opt-in" in the sense that the consumers take action themselves to get to your advertising message! It is like stacking your brochures at the supermarket entrance and letting people pick them up on their way in or out of the store, except that you don't have to pay for printing the brochures!! Also, in the case of the internet, the supermarket is the whole world!
"After the technology bust it was easy to dismiss the internet. But the phenomenal success of many e-commerce firms, such as Amazon and eBay, shows that millions of people are becoming comfortable buying goods and services online. Many more are using the internet to research products, services and prices for purchases made offline. Some 70% of new-car buyers in America, for instance, use websites to determine which vehicle to buy�and often to obtain competing quotes from dealers."
"No one knows just how important the internet will eventually be as an advertising medium. Some advertisers think it will be a highly cost-effective way of reaching certain groups of consumers—especially for small companies operating in niche businesses. "
More confirmation of the increasing importance of the Internet for businesses, particularly small businesses! Perhaps the most intriguing thing about marketing over the internet is that it is all "opt-in" in the sense that the consumers take action themselves to get to your advertising message! It is like stacking your brochures at the supermarket entrance and letting people pick them up on their way in or out of the store, except that you don't have to pay for printing the brochures!! Also, in the case of the internet, the supermarket is the whole world!
posted by RGMyers at 8:31 PM
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