Is the internet taking over traditional marketing?

[foundThroughAdminSig]

Internet is changing the way we live in many areas. How about marketing? I had chance to go visit number of websites that I normally wouldn't recently, and I found that there are so many websites that are built for the sole purpose of marketing(affiliate marketing). I don't know if they are actually successfully marketing products and services, but I have to wonder if they are taking some share from traditional marketing. I have to wonder if people are influenced more by the internet marketing. What's everyone's take on this?
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[BernardErtl]

IMO, the draw of internet marketing for businesses is that it is very responsive (instant gratification) and makes measuring ROI much, much easier than off-line venues.
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[clientcenters]

In addition to BernardErtl, I agree with what he says.
It depends on what type of marketing you are talking about. E-commerce or ads? With ads, I believe they are highly effective right now and will continue to rise. But, I also believe in 10-20 years they will not be as effective. There is a huge chuck of the world who as never been online before. People will realize what spam, banner ads, etc mean and are all about soon, causing the effectivness of ads to decline.

E-commerce on the otherhand will always be effective as it does benefit both businesses and customers.

As far as internet marketing taking over offline marketing, probably not. But they will always be tied together.

Tia
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[Trent Brownrigg]

Marketing has definitely changes since the DotCom boom. I don't think internet marketing will ever completely overtake offline marketing but it will surely give it a run for it's money.

More and more people are going online and more and more people are finding that buying/selling online can be much easier.

Many completely offline businesses have now found it vital to put up a professional website and go online with their business as well.
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[bwelford]

I work particularly with manufacturing and service companies. My message to them is that Internet Marketing and Direct Selling are two essential and collaborative activities.

If you look at ROI for all the different activities involved in bring profitable sales to any company, I am sure that Internet marketing will far exceed any other. To my mind, there is no question about Internet marketing. The real question is whether other forms of traditional marketing - trade magazines, trade shows, direct mail - still have adequate ROI to justify using them.
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[wwcap1]

I've been online so long that I've seen the cultural shift. In the beginning, when Al Gore invented the Internet, it was an oddity, a curiosity, something to toy with. Then it evolved to a great place to find dirty pictures and some people trying to do business. Then in the nineties and especially during the dot.com boom, the Internet became a vibrant and vital part of the economy of each of us personally, as a local group, and as our national tribe. At this time our e-world was invaded by web-centric undereducated X generation cretins who believe that nothing exists outside of cyberspace. Of if it does, it doesn't matter any more. These people are all over making comments like, "all you need is a good web site", or "the Internet will solve all your problems".

The business garbage pale overflows with these people. And for every eBay, or successful ecommerce only business, there are millions of failures. Millions of people's dreams washed up on the sharp shores of reality. Never fear there's always the next get rich quick scheme, e-network (translate multi-level online), and affiliate program guaranteed to make you rich for doing nothing. Ahem!

Here's the example I use most often. In the beginning I was drawing very high traffic through my own efforts of getting search engine placement (long before Google). Today to generate the same traffic through search engines would require fees and advertising costs near $3,000 per month.

So the Internet has become a business realm all to its own. And the ability to reach out across the world for business is interesting, but only likely for the very well funded and those who operate a "righteous" business model. It has at the same time hampered real business and improved real business effectiveness.

Kent Capener
Capener Consulting, LLC
http://www.capenerconsulting.com

[aaron]

Welcome to the forums, Kent. Please create a sig file for your posts (by clicking on Profile at the top) rather than tagging URLs on to the end of posts in the main body.

Thank you

Aaron
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[nickc]

Internet Marketing is still very much in its infancy. I se the Internet and traditional marketing methods very much complementing each other.

Nick
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[redsand]

I agree with the statement concerning infancy. I believe the internet itself is in it's infancy. I believe eventually everything will be integrated - tv/radio/internet ... however, the more interactive nature of things will change advertising ... customization will become a focus .. for example, yahoo considering toying with its search results to target locations of its users
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[WebDevTalk.com]

I agree that I would rather manage an online campaign because of the improved tracking and the faster ROI. However that’s not why Advertisers and Marketing Efforts are moving online.

Their moving because that is where they can reach their target market, the amount of time males ages 18 to 25 already spend online increases every year while time spent watching TV decreases. In this same demographic time spent playing video games has been steadily increasing and again this leads to advertising and marketing shifting focus, in this case resulting in paid placements in video games.
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[redsand]

Another good point .. however, it will be interesting to see as the TV, radio, etc. maybe become used less - whether companies stay by them simply to diversify ... I am certain they will ... perhaps just because other forms of advertising have been used for so long.
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[ebizpro]

IMO - TV, Radio and the Internet will converge into one technology.

But we'll always have seperate stand alone offline media devices
that will compliment what is going on online.

Retail websites will become more of a interactive experience for the
shopper as the advances in technology progresses it will deliver
more of a comfortable environment to the website visitor. And those
of us that have websites will be utilising programmes that will turn
our websites into Multi Media Broadcasting eReal Estate.

They'll always be a need to market offline though because even if 100%
of the worlds population was online - they'll need to come offline to
travel to work or do other activities.

A large number of the big companies are already using affiliate
marketing because it makes good business sense. The merchant
doesn't spend any money until a product is sold. The affiliates
suffer the cost of the advertising, the merchant is in a win/win
situation.

If Virgin were to bring out a new mobile phone tomorrow all they'll
need to do is push a button to upload it to their site and all the
hundreds and thousands of their affiliates sites that are marketing
the site will put the new mobile phone in front of millions of eyeballs
and virgin don't pay a penny in advertising costs. They only pay a
comission when a sale is made. It's a fantastic way to take any
new product to market once you have a network of affiliates.

Up until last week I was an affiliate for wanadoo who acquired
freeserve. We was asked to promoting the wanadoo broadband
service back in June. There were around 1,500 searches for
wanadoo back then in the uk as wanadoo are a french company.

Last week we were asked to hold fire on advertising wanadoo
broadband as they couldn't keep up with the demand that we
affiliates were generating. Wanadoo advertised in the press,
magazines and on TV and this all added to the explosion in
customer acquisition but searches for wanadoo in the uk are
now at over 200,000 per month and rising.

Major corporations are taking note of the power of affiliate and
referral marketing.

Tiscali now use referral marketing as part of their business model.

They now have over 7,000 affiliates who are stealing customers
by the bucket load from BT.

Why do you think BT customers are switching services that they
have had for years? It's because they are being recommended a
cheaper service by a person they trust and not only that, the
person will stay a loyal customer because thay have had a personal
recommendation.

The Tiscali Network has grown into £800,000 a month revenue generating
company that is (£10 million) a year through word of mouth marketing.

Sorry about rambling on but I'm a bit of a marketing junkie.
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[redsand]

On this note, amazon.com is even an affiliate now - at a much higher commission rate I am sure, but an affiliate none the less
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[jfslenes]

For certain industries, net marketing may reduce the importance or change the model of branding. In my business, lodging, the Orbitz, Expedia, Travelocity, etc. etc. models are driving more business to me than a former brand I was associated with. In that case, the total online bookings were about 450 per period. The brand generated 9, nine, nuevo! That's not a typo. Cost $10,000 and yielded $1800. Good byem you're the weakest link!

In our area, there have been several lodging properties that have changed to independent. Unfortunately, the cost of those new "brands" marketing our product is higher than the brand costs. Sometimes as much as 25% verses the brand 3-8%. But the results are easily measured when everything is done by computer.

I don't believe that the net will change some industries but will transform others.
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[redsand]

Which is an industry you would say will never be affected by the net for example?
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