The Internet and Advertising

From the point of view of PR & Advertising student, the most interesting thing about the history of the internet is how it relates to the change of the consumer behaviour in the modern society.

The online availability of nearly any information about a particular good or service suggests that consumers tend to be smarter and better informed when making their decisions. This positively impacts the creativity of the industry and encourages developing new promotional techniques to match the reality of the contemporary ‘western world’ where internet is ubiquitous and almost as essential as air. 

The popularity of another invention – social media – increased the importance of public relations and customer service. This is because a negative review posted on Twitter is likely to have to have more significant impact on brand’s reputation, compared to the same feedback written in the book of complaints as was done during the ‘pre-internet era’.

The internet has introduced new ways of interaction between the producer and the customer and it continues to offer many possibilities to create an effective creative communication between the two sides.

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3 Comments

  1. I’m not a PR student but I find the methods that businesses use to interact on the internet very interesting. Social media gives businesses the opportunity to advertise their product, often for free – and if they can do it right, if can be very positive for them. An example of this can be seen simply by the ‘RT and follow to win’ competitions seen on Twitter. A business that does this is UK based intermediary allowing customers to order takeaway. Through hosting these promotions, they gain a massive amount of impressions on the social network, making the business a household name. They’ve gained an astounding 104,000 followers through this technique; their rivals have just 65,000.

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  2. This is an interesting perspective to concider. A good example of ‘free advertising on social media’ is the Ice Bucket Challenge. It is considered a social media phenomenon, according to BBC (2015), with more than 17 million people uploading videos, that reached 440 million views. The Ice Bucket Challenge aimed to raise awareness for the motor neurone diseases.Even though many of the people who took part in the challenge did not know the cause behind it, it actually proved to be successful. In the UK, the Motor Neurone Disease Association raised £7 million and in the US, the ALS Association raised $115 million. Multiple celebrities took part in the challenge, raising its profile on social media. Here are some good advice to learn from the challenge, from a marketing perspective: http://adage.com/article/digitalnext/marketers-learn-ice-bucket-challenge/294648/

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  3. Advertising on the social networking websites use a new advertising model. For example, Twitter trends have many key words on all the pages, the first word is advertising.
    Also the search page, this is the highlight of Twitter advertising, it is similar to the various search engines, according to key words. For example, the keyword PC is bought by Intel. Of course, the search results may change, such as a word was bought by multiple brands, its search results are gonna change, this is one of pushing advantages to particular users

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