Conventional advertising approaches considered a mixture of above the line and below the line marketing strategies. Gaining traction in a mass market through broadcasts via television, radio and newspapers to build brand recognition combined with focused strategies to tailor niche messages to particular audiences through a BTL approach. For years this has remained the primary technique for achieving brand profile, for generating prospects and opening a sales channel.
Then along came the virtual world
, the sphere of email, Internet and now mobile gadgets that, though possibly classed as media, don't quite fit the normal moulding of ATL and BTL methods. All of a sudden the consumer audience were inundated with both mass market and tailored marketing campaigns flooding their inboxes, flashing on their work desktops, now following them on their mobile phones.
But what are the implications of this inundation? What are the effects on traditional channels? Do the traditional types of marketing still hold tight? Is the new frontier of online advertising just a bubble? An ineffectual method or a waste of your time?
With so many sorts of online advertising popping up to compete for space like dLook
, increasingly brilliant minds are figuring out ways to capture eyeballs through viral marketing campaigns posted on YouTube, it is tough to see an end to this new frontier. Still only in early adoption phase, the Internet is still the wild west of faceless firms claiming everything from a guaranteed viral campaign to page 1 rank on Google using only SEO tactics.
Like any fledgling industry, it is crammed with jargon such as backlinks, SEO, SEM, PAY-PER-CLICK, CPM ... the list of acronyms just keeps growing. For the more seasoned among us, viewing a screen shot of the most recent social media platform and understanding the Internet terminology is about as simple as deciphering hieroglyphics.
Though the pioneers have cleared a trail, gradually creating a trained model that allows any Tom, Dick or Harry to set up a social media page, to form their own web presence, and to enter into the minefield of the web. Yet like any minefield there are mines, some will scare, some will maim, and some will kill businesses who have not spent time on the right preparation and advice.