The days when companies relied on 30-second TV spots and full-page newspaper ads as their main tools for staying top-of-mind are long gone, writes Mia Pearson in the Globe and Mail. The proliferation of new media and different ways to access information have changed the marketing mix forever.
A decade ago, brands began to focus their efforts in earnest on the Internet. Websites and micro-sites were all the rage, banner and keyword ads were coming of age and the closest that brands got to social media was the occasional MySpace page. The online world and all of its components were still just a drop in the bucket of most marketing budgets.
But the speed is remarkable. In 2012, online advertising will overtake print for the first time, according to a recent study by eMarketer and the same study says that TV will retain its No. 1 position until at least 2016, but the growth in online spending will eventually far exceed both of its traditional counterparts.
Pearson points to Coke and Nike as two companies that understand, and embrace, the new realities dictated by the rise of online marketing. She also points out a few best practices and provides examples of companies getting it right.