Has Digital Marketing Affected Advertising ?
Advertising has always been a great part of our lives; they have been the colors in the Newspapers or Magazines that we read, the new in mundane routine to work every day, the escape to your favorite TV Show, and the reason you are aware about the market. They have been so close to you; that you could actually remember the past campaigns that you saw in your childhood, or a product that you bought because you liked its advertisement. There are so many things that Advertising has given us and in so many forms. But, do you think it has been same throughout the time you have come across to it in any platform? Or has it changed ? Do you think advertising has grown because of Digital marketing or has it been diminished?
Long ago, Marketers had this strong urge to give away all the information in a commercial, because they were spending a lot on it, and the space was very limited. There were no differentiation between Advertising or Promoting, nobody knew the difference; they were all just selling.
When the Internet came into the picture, the Marketing drew itself in various figments, now understood as, Marketing tools. They didn’t have limited platforms or audience to go to; horizons expanded and so did their Brains. Radio could handle the personal touch, as the speaker has to make sure to imply it. TVs could make consumers fall in love with the brands; Print could romanticize with the brands. And with this various platforms were created that dealt with the same communication, but, through different ways.
It all incorporated the essence to sell, and reach market through various segments. Today, where most of the time of urban population is spent on internet, and there are tools to directly reach the market you want to target through micro-targeting, where you yourself could start something of your own, and let it grow through Digital marketing. Internet has at one time opened more platforms and has got close to targeting process. Do you notice how you search for a product and then its buying suggestions haunt you wherever you go on the Internet? Such is the monitoring level of Internet.
There are plenty of channels to choose from on Internet, and the best way to choose them is map their reach, what would they provide, what are they good in, what are your requirements from them? Leads are measured in Clicks and Conversions, check for their records and accessibility. Act like a customer, just with a seller’s mind.
Digital Marketing has for sure made an impact on Advertising, by not diminishing it, but by expanding into more platforms, that are just new to taken in account to. Once, everyone gets familiar with the Digital Marketing process, as they are with Advertising, it would create an understanding in minds of people, and would be easy to gulp down.