How has the advertising industry changed?

The advertising industry has changed due to digitalisation, new media has effected the reception of products and advertising, because people now spend more time on the web. This new transition to web has only made the advertising industry think up new ways to connct to the lost audiences who now spend their time on the web, therefore transitioning advertising to the World wide web.

Skala marketing - how digitalisation has changed the advertising industry

How Digitalisation has changed the Advertising Industry

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The digital revolution of the last decade has dramatically evolved trading and commercial practices and transformed the buyer-seller relationship, as the end consumer is not directly in touch with the producer.
Consumer behaviour has shifted, resulting in less need for the ‘middle man' and more accountability and responsibility from the producer.  Brand's are less able to rely on excellent customer service of supermarket or show room staff, but are having to place more effort into their online communications with their customers that approach them directly.  Their websites are increasingly becoming the face of their brand. 
The Internet has liberated the distribution methods and Google has expanded marketplaces by facilitating global searches for products.  This in turn results in more and more companies needing to ensure their on and offline marketing activities present their brand in the best possible light to appear more appealing than their increasing amount of competitors. 
Skala Marketing recognise these changes concerning channels and distribution and therefore work with clients to create objectives that engage with consumers and strengthen the core brand image of the company.  "Digital mediums are very much a part of the integrated communications marketing mix as all offline mediums are." Comments Simon Smallbone, Managing Director of Skala Marketing. 
Although content remains to be King in attracting customers, digitialisation forces more of a focus on marketing professionals to understand how consumers use these new online mediums.   A Google PPC (pay per click) brings potential consumers to your website, allowing you to advertise and sell directly to them, creating a very direct value chain.  This also highlights the need for the design of, and copy on your website needs to be spot on for consumers to make the purchase instead of simply clicking onto one of your competitors.  Marketing continues to be about building relationships with consumers, but this now lies more in the hands of the website and online media as well as customer service staff.  Digitalisation has thus fueled and further demonstrated the need for companies to have an integrated marketing communications plan in place, with a consistent brand message throughout. 
Media companies are seizing the opportunity to offer brands more online mediums to appear on, such as Google radio, Bid4Spots and getmemedia.com.   The reality is that companies with a good relationship with their marketing and advertising agencies can have confidence and trust that they will receive up to date plans and information about how to better target their consumers through online mediums.