Many companies spend a greater proportion of their annual marketing budget on digital media more than ever before.
The biggest reason why more and more organisations concentrate on the Internet when formulating new marketing campaigns can be summed up in a single word: results.
A lot of commercial organisations are finding that they can achieve a bigger boost to their sales figures by spending money online, as opposed to spending on advertising in newspapers, magazine, on television, and the radio.
What is really important to any advertising or marketing manager is not why other companies are using the Internet to promote themselves, but what makes it a more effective medium. In other words, how it is different.
To find the answers to that, take a look at the points listed below.
The single biggest difference between digital media and most conventional media, in terms of marketing strategies, is that it is much easier to measure the results of marketing that uses digital media, advertisements that appear on the Internet in particular.
Although it is possible to gauge the success of a newspaper ad that includes a call to action, such as phoning to place an order for the product being advertised, reasonably accurately, it is near impossible to judge the effectiveness of the massive billboards that one sees in large cities and the numerous television commercials that appear on our screens every day.