Internet Archives - Social Email Marketing

I posted a text about the rise of performance based online advertising a while ago on my personal blog but, given all the recent positive reports about the growth of online display advertising, I am going to post it here in an adapted and more elaborated way.

Because I don’t know if the rise of the online display ad spend and also of performance-based advertising is good or bad news in a social media world. So, please read and comment away.

When the Internet rose as a “commercial” medium, everything was about the ‘almighty click’. At last a medium that was measurable and had an immediate impact. Internet was seen as the new direct marketing. Email was broadcasting, banners were meant to generate traffic, click, click, click.

Later, research companies – not coincidentally often sponsored by online publishers – made lots of effort to prove that online advertising also has a significant impact on a variety of brand parameters. And of course it does. Everything a brand does has an impact on the brand.

Online advertising is mainstream now and new data from, among others IAB and Econsultancy, show that search, PPC and display ad budgets are on the rise.

This week, I read a post by Scott Zimmerman on Fast Company’s web site, talking about the differences between Gen Z customers and previous generations.

Understanding those differences can make that difference between companies that build relationships and those that will eventually be commoditized.

Gen Z customers, as Scott describes them, are “young, busy and often forgetful. They are also worried about fitting in with their peers and put a value on being highly connected. They’ve grown up with the Internet, instant messaging, text messaging and mobile phones. In fact, most Gen Z customers have their own mobile phones, and they spend their free time texting and communicating online. As a result, they expect family, friends, and even businesses, to communicate with them electronically.”