Online Advertising Pushes Through

"“Digital marketing offers compelling benefits, especially for cash-conscious companies,” he says. “Marketers can more readily measure the results of Internet advertising than with most traditional media. This produces more-efficient advertising and higher ROI, which in turn pushes traditional media to compete with lower pricing.”

Which puts more pressure on traditional media’s bottom line.

“At the same time, successful Internet advertising creates a new paradigm for marketing on other media,” adds Mr. Hallerman. “Search is the prime example of the new model.”

When marketers link ads to an individual’s stated interest at the precise moment that interest is expressed—as happens with a search query—relevance breaks down the usual resistance."

More evidence of the changing impact of Internet marketing is shown in this article. There is a chart in the article showing an increasing growth in the rate of spending on online advertising in the years from 2008 through 2013.

Note the explanation of at least one of the reasons for the movement toward online activity; the information is presented at the exact moment when the prospect is expressing interest in the topic! This is one of the keys to effective promotion on the web.

In our clinic presentations, we continually emphasize the importance of bringing the searcher directly to the page that is most directly relevant to the search term used. We do not want visitors going to the home page on the site! We want them to immediately see the part of our site that is most relevant to what they were searching for.