New users of social and digital media have revolutionised the way advertising is done, driven by the huge growth of online formats and digital media and the consequent decline in investment in traditional advertising (both print, TV and radio). The Internet and mobile phones are expected to absorb 20% of total advertiser investments.
In this context, the way companies communicated or sent bc data china information to different audiences has become obsolete. Instead, they are evolving towards a more interactive model, with niche offers for micro-audiences, support for different formats and where companies can measure the benefit of their marketing and advertising investments in real time. Thus, 63% of the marketing directors interviewed expect their spending on online and interactive marketing to increase and 65% expect their investments in traditional advertising to decrease.
These are some of the conclusions of the study "Beyond advertising: in search of a new access to the digital consumer", carried out by IBM . According to the report, four important trends emerge in the market:
1. New consumer habits and adoption of new formats . Consumers are increasingly using digital content services such as Twitter, YouTube and Facebook. Between 2007 and 2008, the use of social networks shot up from 33% to 60%, online music downloads increased from 22% to 46%, mobile Internet use almost tripled and access to music and video via mobile phones quadrupled from 7% to 35%.