Traditional marketing and advertising is showing a rapid decline in effectiveness. Not only has online media surpassed print media, even traditional online advertising methods are less effective. But why is this?
First, there have been major demographic shifts, such as the rise of a new generation that grew up with the internet (and now Facebook).
Second, the advertising industry has ballooned, and now we are saturated with so much advertising to some extent people have become immune to its effects.
Third, people have become so annoyed with traditional advertising, they have developed methods to block it. In the case of TV, now you can record your programs and watch them ad free with a device. With online ads, a browser plugin can block them.
So what does work? These trends don’t mean that marketing and advertising is gone, simply that what works has changed. Now, it’s necessary to engage customers, and spend marketing dollars differently.