Now consumers have more choices, media are more fragmented and there are more access. Comsumers are paying less attention on the traditional advertising.
The new marketing needs not only to attract, but also engage and excite their audience. Communication with consumers should change from passive to active, fixed to portable, messages to interactions, and dictation to conversation.
Since the development of Web 2.0 and Mobile Access, interactive between consumer and businesses is enhanced. With the increasing use of social network like Facebook and MySpace, interactive advertising becomes a trend to promote brands, products and services. Advertising is changing from interruptive to interactive.
People have higher percentage of time that households spend with each media type on TV and Online media.
Web 2.0 is a second generation of web development. Everyone can participate, personalize and share. They can be a publisher and a user to read and write, search and share information in social networks and online media. Consumers moved from passive to active.
From the research of the Interactive Advertising Bureau released on 30 March 2009, there were US $6.1 billion revenues achieved in the fourth-quarter of 2008 in the interactive advertising industry. The figures represent 2.6% increase from 2007's fourth-quarter, which had revenues if US $5,9 billion. Interactive advertising helps to build a good relationship with customers. It is believed that it will become more and more popualr althrough inder the economic downturn.
References
- Deividas Talijunas, 2008. Interactive advertising trends. How it will affect Baltic markets. (http://www.slideshare.net/Deividas/interactive-advertising-trends-how-it-will-affect-baltic-markets-presentation)
- Interactive Advertising Bureau, 30 March 2009. (http://www.iab.net/about_the_iab/recent_press_releases/press_release_archive/press_release/pr-033009)
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