The landscape of marketing has begun to shift. Traditional marketing has become more and more obsolete as the world has become more digital. Those companies who have been unwilling to make changes have been falling behind, leading to less sales from being out of touch.
As per Gartner.com , ” Customers are transitioning to communicating and buying through digital channels. That means marketing spending is rapidly shifting to digital marketing…marketers allocated 12.5% – the biggest share of their digital marketing budget – to digital advertising. “
This trend makes sense, as more and more services have become available through online resources than previously before. Social media excluded, other entertainment sources such as gaming, movies and even television have gone digital, leading users to spend more and more of their time on the computer as opposed to in from of the TV.
Some companies, such as LMGPR , led by Donna Loughlin Michaels, have already acknowledged this trend and made the marketing jump. LMGPR, an award winning company founded in 2002 and winner of such awards as the 2013 Best of San Jose Award in Public Relations Counselors Category, say on their website :
“The media business is undergoing a rapid transformation as newspapers, magazines and trade publications move to alter their revenue models and recast their editorial product. Some online news outlets and key bloggers now wield as much influence as traditional media. Broadcast media are engaged in a cycle of creative destruction as audiences continue to fracture and new delivery mechanisms threaten the established order. Social media has become an important source of influence and dialogue, with or without company participation. Taken together, these changes represent a tectonic shift in the fundamental underpinnings of the practice and discipline of corporate public relations and marketing.”
With this increase in social media marketing and online marketing comes a decrease in traditional marketing, as the audience begins to shift away from traditional mediums and toward new ones.
The invention of DVR devices, coupled with the creation of online video sites like Netflix.com and Hulu.com have lead viewers to skip out on traditional marketing like commercials, leaving those companies at a loss of marketing money spent on this traditional method of marketing.
Adjusting to the times means increasing online presence and some companies have made the jump better than others. New upstarts have begun left and right, with the marketing model of creating a better online experience for companies instead of focusing on print and television.
How far this transition goes is still yet to be seen, but there is no ignoring the shift toward a fully online younger generation who views an increasing amount of videos, shows and films online. Ignoring this could leave companies in the dust as the media culture moves toward online viewing and away from television.