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Only 10 years to get to the Start port!

It seems hard to believe that it was in 1994 when we saw the first online banner that

captured and monopolized our eyes.

Towards the end of the 1990s, dot-coms collapsed with venture capital money,

operating with an attitude “money is not an object” and the exaggeration did not know any end.

When the dot-com crash occurred, it seemed that online advertising was a lost cause.

Ad blockers have killed banner ads and spam has killed e-mail campaigns.

Users tuned in and it seemed like the marketing people had killed the golden goose. But a funny thing happened between then and now.

Not only have advertising and online marketing lasted, but it has emerged as an absolutely crucial part of today’s marketing mix.

Online marketing brings new levels of reach, targeting and responsibility, and has moved

into the mainstream.

Online advertising has become the solution to marketing problems at a level that other media have not been able to do.

The numbers confirm that reported by IAB and PricewaterhouseCoopers, according to

which online advertising spending in the United States totaled $ 2.37 billion

in the second quarter, with an increase of 42.7% compared to the same quarter last year.

This shows the seventh consecutive quarter of growth and the market now grows by

more than 20% per year.

Companies are spending at a level that is really quite interesting. Consider Ford Motor Co,

Tom Green, the advertising manager for his truck division, which has just finished

a new season of marketing campaigns.

Mr. Green says, “We’ve given the digital as much thought and attention as any other medium.

” Look at the numbers, “he says,” 80% of people who buy a Ford vehicle go first on our website.

Half of all Truck customers use online shopping sites.

“You’d be crazy as a marketer not to take this medium seriously.”

That attention and expense are the fact that the use of the Internet is now firmly in the

mainstream and the use of broadband has grown by leaps and bounds.
According to Forrester Research, 64% of US households are online, with around 20% or

23.1 million homes, using broadband. Nielsen / NetRatings, which measures individual users

rather than households, reported that 51% of July users were connected to broadband Internet against 49% narrowband, an industry novelty.

Today the Internet is everywhere and when it is not, people notice it and require it to be

even more available.

Online advertising has matured and allows marketers to “target” consumers in

a targeted way creating a highly personalized user experience.

It is equally effective to get a communication and branding message like any other medium.

Online advertising also enables bidirectional interaction between advertisers and their targets, providing a “real-time” feedback loop that is invaluable.

A marketer can establish and maintain a two-way dialogue with an online consumer and no other form of advertising can do it effectively.

For large advertisers like Procter & Gamble Co., online allows them to interact with consumer groups more directly than ever before. This is proven by being able to interact with a consumer database on a monthly basis through their Club Olay program.

Online advertising supports an almost infinite variety of messaging formats, from banner ads and e-mails to interactive vehicles and more elaborate microsites. It is the ability to combine motion and animated images of television with the foreground and personal interaction.

The results of online advertising campaigns can be measured accurately, making publishers responsible for the promises they make and the marketing operators responsible for the success of their programs. However, even though online advertising has claimed its strengths, real-world marketers have only made online another medium in their standard marketing mix.

More than anything else, what it offers online advertisers is “another point of contact with the consumer” in the various stages of the buying cycle. So, where is the evolution of online advertising today? They have been 10 crazy years, but marketers say we are closer to the “beginning” of learning how to exploit this new medium.

Online ads will become more targeted, with new concepts opening up new opportunities for marketing professionals. We should see online ads becoming richer and more evocative, with animations and streaming videos. If history is a guide, there will be ups and downs and the “hype” meter will peak at high and low levels, but the past has laid the groundwork for future growth.

Marketers are at the top of a great trend now, made possible by the familiarity and true use of the Internet as an advertising medium. This is the starting point, where the future growth of online advertising is just beginning to take shape. Where will you go from here?

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