This article featured in Adweek discusses different trends in online marketing. The article breaks up many online trends into categories. Online marketers always have difficulty in trying to break through clutter. New technology has formed and marketers are trying to find the most effective way to get their message absorbed by consumers. millions of dollars will be put in online marketing with that number skyrocketing every day.
The first trend is the usage of click-through advertisements. Adweek believes that click-through advertisements will finally come to end. It is very difficult to measure the success of a click-through advertisement. There are now programs to measure how long people view the Ad before they click-through. When that information comes through and sees potential customers are not viewing the Ad for a very long time companies will stop running click-through Ads. I agree with Adweek's rationale because I find click-through Ads very ineffective. I typically click-through right away and find them very annoying.
The next trend brought up in the article is the switch from desktop computers to mobile devices such as tablets and smart phones. With the emergence of the tablet and mobile phones providing internet services companies will be trying to feature new ways to market consumers. Adweek discusses Apple's new systems OSX and iOS, they believe these two systems will help in marketing. They believe this software will emerge as the leading form of online marketing. It is interesting to see how the development of technology will affect marketers. As a marketing major it is important that you get a grip of this new technology and understand what you are trying to accomplish. By the time I graduate there will be something completely different than OSX and iOS.
Another interesting trend is the downfall of Adobe Flash and the upgrade to HTML5. Apple refused to use Adobe Flash and decided to use HTML5 instead. Many games and other applications will now be using HTML5 which means there will be more advertising on that program rather than Adobe. I personally do not have an iPad so I have not used HTML5, I am curious to what the differences are.
Probably the most interesting trend is the use SuperCookies. SuperCookies allows marketers to view what is being viewed on their sites. This makes it much easier to market to the customer because you have a pretty good idea on what they are interested in by what they view. Adweek said websites like Hulu and MSN.com have apologized for using SuperCookies to “spy” on web browsers. Web viewers feel that websites like Hulu and MSN.com are disgraceful for doing this while they visit their sites. Many websites are fearful that this will cause less hits to their website, but there is not enough fear to stop the usage of SuperCookies. It is perfectly legal to obtain this information and the risks far exceed the rewards. As a marketer I think the use of SuperCookies is great. Being able to personalize your customers by what they are interested will be much more effective. As a consumer I have mixed feelings, on one hand I feel like I am a citizen in the book 1984 where “big brother” is constantly watching my every move. On the other hand, having personalized Ads that I am interested would be beneficial. I am very interested in snowboarding and if I get the latest information about Burton's new board because of SuperCookies I wouldn't be unhappy.
Digital advertising is always a very interesting topic. The new trend of mobile advertising is particularly interesting to me because I followed this topic very closely last year when Google's OS really had its big moment in the smartphone market. In 2009, one of the biggest stories in digital advertising was Google's acquisition of AdMob, an advertising company that monetizes and distributes ads via mobile devices. This was Google's third largest acquisition for $750 Million in stock.( http://googlesystem.blogspot.com/2009/11/google-buys-admob.html ). This was Google's clever move after seeing an increase in requests for mobile adverting. The acquisition happend in 2009, when smarthphones, especially Android powered devices, were gaining popularity. In 2011, even though I have not seen any recent statistics, I can imagine the need for mobile advertising has doubled if not tripled. I think companies will invest even more or shift resources to produce mobile advertising in upcoming years.
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