Will Digital Advertising Force Traditional Advertising To Find Its New, True Mission?

Perhaps no other traditional method has been more undermined by digital marketing than advertising. Contextual Marketing, Associative Marketing, and Micro-Marketing (all techniques defined within Giannetto’s Big Social Mobile) are just a few of the new techniques that make the mass distribution method of advertising too old-school to remain effective. But is there a change in consumer behavior that can make advertising valuable in the new social economy? There is–and David Giannetto explains in this new article for ADOTAS.

EXCEPT: The value of traditional advertising is under heavy siege. The maturation of the Internet, with its focus on banner ads and click-through rates, plus the trend towards personalization and companies’ use of social media as discounting and couponing platforms all but finished the job. But there’s one role that traditional advertising should focus on… [CONTINUE READING]

Direct Link: http://www.adotas.com/2015/05/will-digital-advertising-force-print-to-find-its-new-true-mission/

About adotas: ADOTAS, founded in 2003, is a premier news publication focused on the Internet advertising and media industry. ADOTAS features a twice-daily email newsletter and web site and is proud to reach well over 100,000 advertising professionals monthly.

Definitioner

Reach

is a term used to define the number of viewers of content posted online. It is the digital equivalent to the traditional media measurement called "impressions." It is important to note that reach does not factor in either the impact that the content has had on the viewer or the quality of the viewer reached--it is only a raw count of the number of times the given content was served to any user/user.

Social Economy

is a term first used by David Giannetto in Big Social Mobile to show the influence of social media and mobile technology on the buying behavior of a growing segment of consumers (called social consumers in Big Social Mobile) that collectively are counterbalancing the corporate-consumer relationship for the first time in over 500 years. The social economy has all of the market dynamics created by capitalism, but because of the power of social consumers (made possible by social and mobile) and their desire to purchase from companies that are aligned with their beliefs and values, companies are forced to operate in a more transparent, consistent manner that stresses true value and not perceived value in order to earn revenue and maximize customer lifetime value (CLV). See graphic 3.1 in Big Social Mobile.

David Giannetto for ADOTAS – Digital versus Traditional Advertising

Will Digital Advertising Force Traditional Advertising To Find Its New, True Mission?

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David Giannetto for ADOTAS – Digital versus Traditional Advertising

Will Digital Advertising Force Traditional Advertising To Find Its New, True Mission?

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