According to the latest study of the largest online advertising investors in the United States ( Top 50 Advertisers by Media Value in October, 2006 ) prepared by TNS Media Intelligence , we can see a clear reality of the online advertising market: those who lead and The money movers in this industry are “direct response” or “direct marketing” advertisers and not “branding” advertisers.This reality is also reflected even more in the online advertising market in Latin America, an industry much less mature than in the United States and with only a penetration of approximately 1% of the total advertising market pie.
As we can see in this report, the big brands that advertise on TV or in the Super Bowl are strikingly missing. There are no Coca-Cola, P&G, Budweiser or other big names. The biggest investors are companies that measure the repayment of their online campaigns or return on investment (ROI). For these companies,”brand awareness” is a completely secondary objective in their online campaigns. Among the largest investors are a combination of Internet pure players and Brick & Mortars. Although they clearly stand out as “early adapters” of online advertising, Internet companies.
Finally, the report reflects that the Financial, Education, Classified, Retail and Technology industries are the ones moving the needle.Still, we will have to wait a couple of years for the big investors in TV and Newspapers to start migrating their budgets to the Internet, a medium that allows them to accurately measure the repayment of their campaigns. As Greg Stuart, president of the IAB of the United States, said: traditional advertisers still plan with the “spray & pray” technique…
Brands are nothing more than a set of perceptions that a person has of a product/service/company. These perceptions do not imply having consumed the product. As much as a person has never driven a BMW, he perceives “driving pleasure“. As Philip Kotler says “one does not consume a product but the image one has of it“These perceptions are constructed in various ways. A simple and powerful way is to create experiences. For example, Disneyland does not sell hotels and amusement parks, it sells a family fun experience, just as many other brands do not sell the product but the experience.
On the Internet through the web you can also transmit different types of experiences. Among the refusals that we all ever suffer are, reaching places that say page under construction, sending emails that no one responds to, or very complex forms that do not work or no one responds. Today, marketing 2.0 (Mktg20) is full of opportunities where companies can start a dialogue with their customers, and where they can encourage the customer to be the cobrand manager of the company in their field, where the customer defines what the company communicates, just as it did before only for its friends, but now, with the Internet in between, amplifying it and taking it to other levels unthinkable in other times.
