Online Marketing Has Made It’s Mark Far Sooner Than Expected Due Perhaps To The Recession
A recent report by the Internet Advertising Bureau and PriceWaterhouseCooper advise that in the first half of 2009, online promotion became the biggest advertising type in the UK, overtaking TV promotion for the first time. In this time frame, Online Marketing grew by 4.6%. During the same period, the total amount of money spent on advertising overall was down 16.6%. Online promotion now has 23.5% of the market share whereas TV has 21.9%, down 17% from the same time last year.
The current recession is seen as a big factor in speeding up a system which was really imagined by the end of 2009 in which online advertising made the number 1 spot in the UK. The UK is at present the world leader of online marketing. Users of the online services are increasing as the price of broadband is becoming lower and more households have faster broadband connections. Of these connections, more than half are wireless connections, making usability much easier. In these days of insecurity, therefore, it is no surprise that advertisers are following this market which is more targetable, quantifiable and accountable than other media processes.
Advertisers have to be more aware in this current time of where their budget is spent and with Sky+ in many homes, people are deciding to skip adverts as they playback their preferred television programmes. This may possibly account for the decision of many to spend their reduced budget on Search Engine Placement positioning for example, as opposed to the conventional TV advertising.
Thinkbox marketing director, Lindsey Clay, is of the opinion that now that online marketing is more fully grown, email advertising, classified advertising, display advertising and search advertising should be taken as separate entities, instead of all being put under the one title of online advertising.
Of all the money spent on promotion online in the first half of 2009, over 60% was spent on paid for search advertising. This is very fashionable due to the fact that these adverts can target exactly the right clients for the advertisers’ products. Most internet users are also repeated users of search engines such as Google and Yahoo!, so it should be no surprise to us that organisations are selecting to spend their marketing budget on search advertising.
TV advertising has not gone altogether and as discussions are underway regarding promotion within TV programmes, known as product placement, this may well develop the TV advertising market again. However, now that online marketing has become common, and as advertisers see positive results, this is a market for the SEO company and it is absolutely worth investing.
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