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Google CEO Eric Schmidt has outlined his vision for the future of search – saying it will allow internet marketing to offer “very, very targeted advertising”.
Schmidt told delegates at the Cannes Lion event that mobile phones were Google’s next focus.
He said pay-per-click search could have a huge contribution to the mobile market – as it allowed consumers to search for products, find out where to buy them locally, then go and buy them using their phone as a contactless payment point.
According to The Drum magazine, Schmidt said that market alone could equate to “trillions of dollars” in future, and businesses could offer discounts to shoppers choosing to buy in this way.
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Online marketing may have taken a huge chunk of revenue away from print advertising, but many big companies are still spending millions each year on TV adverts.
According to the New York Journal, advertising spends on American TV are due to grow 3.3% this year.
But a new study shows that even whilst watching TV, many Americans are still using the internet.
In fact, 56% of Americans said they remained online whilst watching TV, with 29% actively shopping and many others using social networking sites – allowing them to discuss plot twists, characters and events with friends in real-time.
The survey suggests that, even with the best TV advertising, many viewers’ attention will still be distracted by the internet.
This may suggest a joined-up approach between online and TV adverts could drive new customers to a website through clever online or social media marketing.
But conversely, it may signal the beginning of the end of TV advertising, in the same way print advertising has lost huge amounts of revenue year on year as the internet has gained ground on competitors.
With the advent of smaller, more portable smartphones and tablets allowing access to the internet anywhere and everywhere, traditional media is going to have to compete even harder to distract new customers’ attentions from the internet.
News brought to you by ClickThrough – a best practice Internet Marketing Agency.
Comscore have this week announced the release of a new tool to measure the reach of online ads, and recent research using the tool shows that Facebook is the biggest display advertiser in the UK, with 12.5billion ad views in April 2009.
This reflects a growing trend, most visible with Twitter users etc, of the internet moving into real time mode, streaming information to users in a dynamic manner rather than from static websites. Users want information **now**, and are increasingly seeking recommendations from their social network to find the information, products etc they want.
For those who have previously avoided display ads etc in their marketing mix, the availability of tools to conduct serious metrics may provide the impetus to reconsider. However, despite FB displaying so many ads, it is still debatable whether the users are clicking on the ads and hence advertisers are benefiting from such exposure.
The question has to be whether the age old advertising medium is still valid in 2009, and whether what is required is to move with the times and for marketing to be much more ‘real time’ eg with Tweets, live news streams, web TV /live video and so on.
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