Decades ago, television was by far the only influential means of mass communication and entertainment. It made sense to park the advertising dollars in TV commercials that were watched by millions. The rules of the games have changed. Using advanced techniques like behavioural retargeting, it is possible to make your advertising endeavour get an impressive click through rate with internet marketing.
- Hours Spent On TV Vs. Internet
There has been a marked decrease in the hours spent watching TV by the younger generation. Statistics reveal that there has been an average drop of 49 minutes in the last year. Viewing habits have changed and this generation simply does not have the patience to sit glued to the television when they can access the internet right from their hand-held devices. People now watch on digital formats with streaming platforms like Netflix, Amazon Prime and HBO Go emerging as big players.
- Catering To A Global Audience
Traditionally TV ads were designed for a specific regional or national audience. It makes sense to display commercials in between local programs that are aired for the viewership of regional audiences. However, when it comes to reaching out to a worldwide market, covering diverse demographics, internet advertising emerges the champion. Differentiation has been applied in TV ads as well, by using voice-overs to broadcast multilingual ads. Yet the extent to which international markets are engaged by digital advertising, using adaptive and intuitive technology cannot be matched by traditional television advertising. The global range that is spanned by internet marketing endeavours surpass that of TV ads.
- Targeted Reach-Out
With digital advertising, businesses experience the huge advantage of splicing and segmenting the target audience. The different segments can be reached in a targeted manner. For example, it is possible to send selective emails or messages to expecting mothers on baby care products. To create awareness and to pull crowd towards your product USP, specific groups of customers are focussed on by online ads.
- Tracking And Analytics
TV advertising also has some analytical features, with which the effectiveness and efficiency of marketing programs can be evaluated. However, tracking every move of the target audience in response to ads posted on digital media is much more advanced. Using various analytical software like Google Analytics, Twitter Counter, SEMrush and LinkedIn Website Demographics, it is possible to measure your online advertising ROI in an accurate manner. In addition to ROI, these analytics provide real-time and actionable insights using which customer expectations can be understood better. This leads to better range of product offerings and enhanced quality of distribution and delivery channels.
- Gathering Feedback
This is closely related to the analytical feature of advertising. any advertising medium that does not record and evaluate feedback from the audience will not be sustainable in the long run. The beauty of internet advertising is that it takes conscious efforts to record feedback. Digital surveys, feedback forms, auto responders and opinion polls are all different methods of collecting feedback. Businesses are able to bring in creativity by incentivizing the feedback process. By making the feedback public on social media, brand credibility increases. Furthermore, positive reviews and rankings for the internet ads boost the SEO position of businesses. There is a relatively closer degree of emotional connect between the business and the millennial audience in the case of internet ads.
- Interaction With Target Audiences
Internet ads do well in closing the gap created by the remoteness of online businesses with their target audience. Advanced technology like CRM has created a revolution in customer service and advertising. Unlike TV ads which only have publicity as their objective, internet marketing is dynamic, with multiple objectives such as brand building, awareness building, user engagement and customer service. Nowadays, every landing page welcomes users with a automated or live chat, providing opportunities for two way communication. Leads are captured and converted in an more effective manner than television, due to the element of interaction and cohesion. Social media advertising is the biggest advantage of internet ads, in bringing like-minded people together, as a community.
- Flexibility To Accommodate Changes In Ad Content
It is not impossible to alter content in TV ads, but once again the time and cost involved is much less in case of digital ads. Dynamic web advertisers believe in engaging their audience with fresh and updated content almost every day. even last minute changes can be made in the back-end. Depending on market receptiveness, ad content can be tweaked or built-on, quite easily. It is possible to change the layout, content and subject matter of the entire digital marketing campaign in a matter of seconds.
- Capacity To Convey Information
Television advertising lags behind in the capacity to convey information. With online ads, a simple one-liner or a hyperlink or a social media mention can draw very specific audiences towards more detailed content in the form of blogs, articles, newsletters and whitepapers. Interested people can read these material ay leisure, taking as much time as they please. The option to unsubscribe is an added advantage and the business gains mileage from catering only to interested people. In case of TV ads, the capacity to convey key information is very limited and there exists little opportunity to make an impression within this time. Customization and personalization of ads is a major plus point in internet marketing.
Television advertising still holds its charm and appeal in developing countries, yet a level of saturation in television ownership has been reached. TV ads may lag behind in novelty and diversity when compared to online advertising. Internet advertising, with all its dynamic features of simplicity, reach-out and cost-effectiveness has literally take over from television advertising in this generation of millennial audiences.