The Internet and Marketing

TNS Media Intelligence researched the advertising expenditures in the firs half of 2009 and absolutely it went down 14%. It also announced that P&G also decreased 20% spending on advertising, and as a result, Verizon took the top advertiser spot. The study also proved the shifts of advertisment. According to the Marketing Daily, the Internet was up 6% followed by cable TV, down 3.6%, and national TV, down 5.5%. Down, yes, but consider that magazines were down 21%, newspapers were down 24% and radio was down 25%.

This indicates the transformation of expenditures in advertisment and shows us companies actually spend more money on the Internet and cable TV rather than magazines, newspapers, and radio. This is a reflection of how people actually spend time daily becuase companies want to reach more people rather than where and who watch their commercials. However, not only that, the Internet also substitue for everything in a efficient and convenient way. We can read magazines and newspapers on the Internet as well as we can watch movies, TV channels, and even more on the Internet. Because the Internet also meet with particular segments and they like to introduce the advertising to friends, companies spend more money on the Internet advertising. The Internet is very productive, but much cheaper or cost less for reproduction.

I spend usually 7 hours on the Internet daily. I do not know how many ads I am exposed to everyday, but I think it is a lot. I have seen P&G that has been working on the Internet advertising such as video clips, bloggers, websites, the Internet magazines and social network sites etc.... The gap between traditional media and new media will increase in terms of advertising expenditures as time goes by because of the generation change and a new generation is becoming more dependant on the Internet. I also wonder how a smart phone's roles will evolve to the next level of technology and will affect other media devices.