The shift from old school advertising to today's digital era
As the world becomes increasingly more reliant on technology, it is inevitable that a shift in advertising has also occurred; while old-school marketing is still in effect, the trend towards creating digital advertising content has skyrocketed in recent years. Many new reality consultants suggest the move to digital platforms for a number of reasons, namely that they are considerably more cost-effective and create a more cohesive advertising concept.
When we consider past advertising costs, the differences in price are markedly noticeable. From expensive television commercials to print ads costing thousands of dollars, the comparison to digital advertising is stark; consider that, through inbound marketing, one blog post or uploaded YouTube video can generate years of business for next to nothing. When we also examine popular digital advertising such a Facebook Ads, we can see that the incredible versatility in cost brings advertisers with even the smallest marketing budgets. Larger companies with effective strategies and solid customer bases can afford to promote through more traditional avenues, but for those with less awareness and a smaller following, the lure of low-cost advertising is irresistible.
It is also important to examine the reach of digital advertising, which expert consultants will advise is much broader than traditional advertising. A paid online advertisement is almost guaranteed to reach a wider audience than most other forms, due to the decline in traditional media. Consumers are watching less standard television now, with the rise of streaming services such as Netflix and Hulu. Most major news publications are now available online too, and as such printed media has also seen a drop in sales. Almost everyone has access to the internet, whether at home or at a public source, and most individuals spend a portion of their day accessing various websites. While a growing number of people use applications such as AdBlockers, this does not detract from the impact of digital advertising. Rather than using sidebar ads, many consultants are suggesting using adverts that appear in the feed on sites like Facebook and Reddit, as these sites achieve a greater reception due to placement.
One of the main shifts in advertising has been to what is known as �omni-channel marketing’. Before digital advertising became popular, marketing occurred through traditional methods. If the consumer was interested in the product, they would actively have to seek it out, through physically going to one or more stores, making phone calls or ordering through the mail. Digital advertising has streamlined that process considerably, making it possible to access all consumer needs from the comfort of home. Consider that a website can encourage the download of an app, or clicking a link can send a product from a warehouse to the front door. This creates a seamless experience from advertisement to purchase without the need for traditional marketing techniques.
As digital influence continues to grow, it is likely that the shift from old-school advertising will accelerate. While traditional marketing will continue, it will find itself competing with digital methods more frequently, particularly as advertising automation becomes more and more popular with company marketing and experienced consultants.