First it was Mail, which was first enacted as an official system all the way back to 2200 BC and perhaps further, the government and major merchants of the times would send mailers to wealthy individuals hoping to obtain donations or customers. Second came Newsprint in the mid 17th century, this was the medium of the day and its inception was much accepted and heralded as no other forms of publication were available other than authoring a book, which was expensive at the time. Next came Billboards as lithography became widespread and again boomed after the creation of the motor vehicle when more and more citizens would use the highways, giving them more exposure. Then you had Radio come triumphantly into the scene, revolutionizing the way people communicated and entertained themselves on a daily basis. Last of the Conventional Marketing types was Television and oh how did television explode the advertising market, entire industries were built around it until now when the average person has 3-4 T.V.s in their home.
Then in the 80’s there came the Internet, it was not anything near the behemoth we know today but it was innovative and highly useful to government and science. The first advertising was Banner Ads and was pioneered by a company that was sub-corp. of Sears and IBM. Today these types of advertising are still effective and widely used by many of the top websites. Then came Search Engines, creating a way to find websites without needing to know a Directory or the direct URL, this opened the door for PPC and SEO creating a multi-billion dollar industry. Social Networks began popping up online and then when Myspace attained millions of users massive ad campaigns were launched targeting those potential clients and created another multi-billion dollar industry. Last with the invention of the Mobile Web and Cell Phone Internet, Mobile Media flourished and now Smart Phones make it more profitable than ever.
Now that I have defined the major markets that each category refers to I would like to discuss the current state of affairs of each of these mediums. Conventional Marketing has seen a HUGE decrease in investment and return on investment with the advent of the Internet, Television is the only one of this demographic that is still growing. The success of Newspapers and Mailers have fallen to drastic all time lows, billboards have become effective only for local products and Radio has nearly gone extinct in some areas of the country. When this decline began each of these industries realized it was get with the times or get off the train, so they began to integrate their services into the Internet, forcing a share of the pie that had been taken away. Radio got Pandora and the other various Internet Radio services, Newspapers began creating digital copies of the daily paper and Mail has been nearly eaten up by the Internets quick and cost effective E-Mail systems. Even Television realized the need to create mediums of its services available online and sites such as Hulu were created. According to the Gallup Polls as of 2011 84% of the American populace had Internet Access in some form within their household. eFrontiers Market Analysis and Projections show that by 2015 Internet Marketing will account for 25% of America’s overall ad spend each year. The various forms of Internet Marketing have proven extremely successful, Banner Ads and Social Networks are moving along strong and many niches have been created allowing marketers to directly reach clients that have shown an intrinsic interest in their products or services. PPC and SEO consist of the majority of marketing dollars online making Search Engine the most invested in and Mobile Media is exploding at the moment as Smart Phones become more prevalent.
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