Internet Marketing Conquering The Airwaves?
With society becoming more and more "connected" to the internet and the increasing bombardment of internet advertising, does anyone think that one day internet marketing/advertising will make commercial TV advertising obsolete? Is it already happening?
Benjiq - Australia
Nik Zafri replies :
A good question indeed! Well, you can say 'YES' and you can say 'NO'.
Let's start with 'NO' first.
a) Is internet advertising/marketing effective enough today even though the internet has been introduced for many-many years? What I've seen today are negative responses mostly - e.g. irritating pop-ups ads, net A & P not adhering to laws, people are not getting the quality they have bargained for etc. etc.
b) Look at the post-offices/postal services/couriers, they are still working are they not? despite there are e-mails and faxes?
c) Look at the newspapers, tabloids etc., they are still in the market - are they not? despite there are online-newspaper and tabloids.
d) People still say 'good morning' and still 'shake hands' with another colleague despite there's intranet with mail and SMS (on both computer and mobile phone)
e) Foreign Direct Investment are still coming (by proper visit) despite the K-Economy and globalization age of ICT, smart partnerships are still happening, the stock market still require people to help them out etc. etc.
Based ONLY on this 5 factors, the answer will definitely be 'NO'! It would be a 'Miracle' if people can get out of this era and go ONLINE on everything!
We still need 'hard copies' and TV advertising. Although, what you said has actually been happening and related to what I termed as a kind of 'digital-divide', but the effect is still not that bad.
Let's now go to 'YES'
a) If people started to re-realize the core 'humanity-based' objective of why ICT was introduced - be it internet marketing or for whatsoever thing - where the objective states - 'to protect the environment, trees esp. so that less trees are being cut to make papers', probably, this will one day replace 'hard copies'. Even that is so, TV is also; in a manner of speaking; helping out the preserving natural environment as well (in this context)
b) If everyone learn how to follow rules and know how to be patient in helping another online business and follow the flow of e.g. MLM. Then one day, what you say will happen.
But what I see today are attitudes that goes something like these :
"Mr. X saw an online advertising about products and services of 'Y' Company. He thought that, if 'Y' can do it, why not me? So he gets online, build another website similar to 'Y'."
"Mr. X saw a 'value click banner' on 'Y' company's website. The URL clicked will also state 'Y's ID so that if Mr. X intended to buy something through this 'value click banner', then Y shall be entitled to a certain 'commission'.
But Mr. X again said, why must I click on 'Y's 'banner' when I can create another on my website? Why must I give money to 'Y', when I can get money on my own? So Mr. X approached the company directly using 'Y's URL and applied for another value click banner for his website...."
What I'm trying to say here is : "When there are only 'Sellers' or everybody wanted to become a "businessman", who's going to become the 'Purchasers' or whose going to become your 'customers'?
Today, newbies in business tend to create very unhealthy competition (even in reality) - spoiling other businesses with low price + low quality.
c) If the top people in the government knows how to enforce regulations properly on the online ads , perhaps again, what you say will work. But in today's environment, it is hard to control these online ads despite how many regulations (e.g. intellectual property, BSA and FBI regulations even) etc. etc.
But you can still see people actually 'smart-shopping' on TV, CableTV etc. etc. The people is still confident with the formal advertising as these advertisements are still subject to rules before they can be displayed on TV...making people feel secure.
I heard the internet users are no longer considering internet advertising due to doubtful over some of the contents - unscrupulous people posting 'false bid' on the net and some 'get-rich-quick' scheme through so 'called' projects, money-'investment' (actually laundering), 'black money' , undelivered goods etc. etc.
Again, maybe, we should stick back to the original culture, once you have advertised on the net, you should be able NOT to force people to BUY from the internet although you may have all the measures like digital cert, firewall etc. etc.
But why not ask people to enquire first - give them some space to think ...and try to make appointments with them (not the digital appointment like video-conferencing). See them in reality, get into conversation, let them be 'used' to you first, give them hard copy surveys, only then, you can ask your customers to purchase ONLINE! Give them some 'free gifts'..perhaps they would like to go for your web (then you may consider your online software and web as 'user-friendly' but by 'forcing' people to buy or 'go', it's not 'user friendly' at all although the 'web-functionalities' are easy to cope up with)
I noticed that these methods are working on 'freeware' and 'shareware' concepts, MP3 and other multimedia format downloading (including use of Adobe PDF) etc. etc.
Big companies like Yahoo, suffered first before they reach this level you have seen now...
'E-commerce is NO 'brick and mortar' plus 'overnight business'
Remember this phrase?