February 26th, 2008 by Nils Maier
A survey conducted by IBM concludes that the advertising industry will change decisively during the next 3 years. The international study The End of Advertising as We Know It by IBM questioned marketers and consumers worldwide about their future expectations in the field of marketing. The respondents believe that the classic print and TV advertising will become less important in the future. In contrast, interactive advertising formats will increasingly gain ground among marketing decision makers. Bill Battino (Managing Partner at the Communications Sector of IMB Global Business Services) assumes that digital entertainment is going to enter our everyday life much more quickly than it was initially expected. On the basis of this development, Battino concludes that a compulsory modification of the companies` marketing strategies is necessary. The IBM expert’s recommended course of action is an interactive dialogue, which the marketers need to conduct with the clients. Surely, this is a clear reference to the commitment in Word of Mouth Marketing, which we have been propagating for a considerable amount of time. After all, the study conducted by IBM predicts a noticable increase of budget for the sector of Mobile and Online Advertising. At this, the annual growth rate of online marketing is said to be distinctively situated in double figures. According to the survey, the US once again represent the precursor. In the US, the classic TV commercial appears to push itself into a no-mans-land, whereas the use of digital video recorders is already fairly widespread. These DVR enable the consumer to enjoy time-delayed television without commercials. Consequently, classic advertising formats like TV advertising become less important. The results of this study also echoes the tenor of this year’s Online Marketing Fair in Düsseldorf. The issue of Online Marketing has long ceased to be a marginal phenomenon. On the contrary, it will soon become a vital element of a well-balanced marketing mix.
[...] En Ahora en un estudio realizado por IBM se predice un importante crecimiento de los presupuestos dedicados a la publicidad móvil y publicidad interactiva, y una preocupante carecia de talentos, tanto en la creatividad como en el marketing. [...]