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How To Face The Internet

2008/4/21 16:16:00 20

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If Internet Marketing

This is the trend of the times. Why are some of the chief market leaders still sticking to the rule?

In another 35 years, if a company's chief marketing officer does not have an in-depth understanding of Internet related technologies, he will not be able to perform his duties effectively.

Americans spend 14 hours a week watching TV for 14 hours a week.

However, according to Google's statistics and analysis, the company's marketing personnel put 22% of the advertising fee in TV advertising, and the online advertising is only 6%.

"In all advertising platforms, the Internet is one of the few categories that are still in the rising stage," said Patti Williams, a professor of marketing at Walton Business School (Patti Williams).

"But if you compare the amount of time spent online to the amount of online advertising, you will conclude that Internet advertising is still in the ascendant."

In fact, computer screens, mobile phones and other devices can provide space for the display of advertisements, videos and search engines, and the advertising industry is undergoing a tremendous change.

New media is growing at an alarming rate, but experts from industry analysts and Walton business school have found that senior market participants are hesitant to accept the Internet and other digital technologies as new forms of advertising.

According to TNS media intelligence company, the advertising business on the Internet increased by 13.4% in 2008, but in the same year, the advertising expenditure in the US was up to 153 billion 700 million dollars, accounting for only 7.2% of the total.

Williams said that although the Internet allows advertisers to monitor consumers' clicks or other online behaviors in detail to understand consumers' reactions, advertisers are still skeptical about Internet advertising.

The reason for this is that advertisers think that the Internet's role in conveying a wider range of brand information is unclear.

"For Crest (Crest), it's hard to say how much it can benefit from online search advertising," Willy James said.

"How many people search for toothpaste online?

How much attention can be attracted to the small advertisement on the computer screen?

For the vast majority of media expenditure, the role of the Internet is hard to quantify.

The Internet has made little contribution to the implementation of big brand strategy, so many companies have explored ways to make use of Google and other search engines to provide huge business opportunities to suit their own needs.

The cost of management is too high.

David Reibstein, a professor of marketing at Walton business school, believes that another reason that affects the development of online advertising is the lack of an efficient and comprehensive media buying model.

When the three big TV stations dominated the advertising industry in the United States, it was easy for mass advertisers and agents to find channels to broadcast commercial information.

Now, the complex network advertising mode has made them confused. Nowadays, besides the traditional media, the advertising channels also include highly differentiated Internet, store promotion, social networking sites and mobile phone technology.

"Every advertising channel is effective, but the key to efficiency is channel management," Rubenstein said.

He also pointed out that many small start-ups can help advertisers to provide services to people who are exposed to specific networks, but this will only make advertisers even more confused.

For these companies and their technological means, advertisers' reaction may well be good, but I have to deal with thousands of small companies like yours.

I may need another manager to manage this business.

This is a great project.

To some extent, the attraction of new technology is that it can lock and focus audiences, "Rubenstein cautioned.

"The problem is that we have to gather almost all channels to produce the necessary publicity effect."

Peter Fader, a professor of marketing at Walton business school, points out that potential economic recession may further affect the development of online advertising.

He pointed out that in the face of economic recession, advertisers should be more inclined to use the network platform, because the network platform is more targeted, more customer oriented, and the effect is easy to measure.

"Ironically," he stressed.

"When the economy is in recession, the company will say," we can't give up brand promotion.

Those customer focused ads will be pushed to next year.

The chief marketing officer will still rely on traditional technology and business. "

Donovan Nialme Donovan Neale-May, executive director of the CMO Council, from the association of market Executives Association, said that some market executives are slow to accept digital advertising because they have maintained long-term cooperation with some advertising companies.

These advertising companies focus on developing creative and branded advertising words and maintain close ties with traditional media companies.

"The media themselves have not yet developed their own products," he said.

"What big media companies are doing now is to explore their strategies to meet the needs of advertising."

"Different companies or industries have different attitudes towards online advertising," added Mr.

Unsurprisingly, companies with no traditional advertising burdens and new companies based on network technology are faster in accepting digital advertising technology.

"Larger global companies choose to wait and see.

In many cases, the relationship between corporate culture, agency and media still fetters them. "