I recently read "Web Marketing's Darwinian Secrets" article by Jeff Stibel from Harvard Business Publishing, and while at first I was annoyed, since it completely discredited my marketing degree, there is some truth to what he is saying.
Online advertising has completely changed the way a marketer makes decisions. Rather than spending money to work with creative agency to develop the one campaign that will be the theme of your print advertising, with online you can create thousands of campaigns. Swapping out ad text, and imagery is easy as a flip of a switch. Not to mention, you can collect data in real time, and make adjustments when you see something isn't working.
With this kind of feedback mechanism, marketers now have control over their ROI. It's no wonder more and more advertisers are moving away from print to online advertising.
Friday, August 22, 2008
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