Online advertising spending will surpass print in the United States for the first time in 2012, according to a forecast by eMarketer. As stated in this report, spending is set to increase twenty-three percent to $39.5 billion.
While I agree with David Hallerman, eMarketer's principal analyst, who says, “Advertisers' comfort level with integrated marketing is greater than ever,” I hope this surge doesn’t lead to more clutter and thus diluted messaging.
Sure, impressions are good, but what will potential customers take away from these ads?
Messaging plays a critical role in the success of any ad campaign, online or otherwise. A brand’s message needs to be solid, memorable and communicated to its audience regardless of which channel is used for its delivery.
In the infancy of social media, marketing departments realized a need to participate, but many of them didn’t know how, and still struggle with the concept. Strong messaging and honest interaction were (and still are) the keys to a successful social campaign.
Online advertising isn’t new, but following this report, it will surely climb the ranks of potential marketing channels to be the new in vogue marketing tool.
Is it relevant? Should existing budgets be adjusted to match this trend?
As with social media or other marketing vehicles, we say start with a genuine (and relatable) message. Once a position and message are established, the decisions on its delivery become clear. That said, we know brands have been, and will continue to, compete for attention online. That means more messages, and ultimately, more noise. Remember, advertising, online or otherwise, is about communication, not just how much you spend.
James Dixson, Principal / CMO at Atomicdust, has experience in all aspects of marketing, with core knowledge in interactive marketing, the world wide web and all things Apple.