When you decide to start a business the question of advertising always comes up. First there are questions like, how much do you budget? What kind of message do you want to send? And finally, what medium should you use?
In the past, the medium question was often decided by the answer to the budget question. If you had a lot of money you could invest in television or mainstream radio. Less for a billboard or print ad.
But now, the question of ‘how much?’ is being beaten out by ‘who?’. Today marketing consists more of trying to reach your target market: Who do you want to talk to and where are they?
The current trends suggest that more and more marketers find their perfect client surfing the web. For the first time ever, online marketing has surpassed every other medium. Up to this point, TV held the place of the number one medium. Probably because it costs so much to make a commercial, not because so many companies choose to market there. Its hard to imagine an online marketing campaign costing more than a TV commercial (just google the cost of a TV add and see the huge array of numbers, none of them small), so most of that spending must be in smaller chunks, but with a lot more people.
What is the draw of online marketing compared to other mediums? Everyone’s online! Every demographic’s usage consistently increases. The younger demographics will obviously be more plugged in and try different things, but that’s a matter of market research. The point is, if you want to reach a particular audience, they’re already online somewhere.
Why do you think companies spend more online than elsewhere?