Blog Post 1

From the research done in and out of the class, it seems that digital advertising is the way to go if you want to get your audience's attention. It is the next "it" thing in the media industry. Two interesting articles about investing in digital advertising support this claim. 

In the first article by Andre Bourque (2012), he gives the following statistics: 

A study released by Martini Media today reports agency executives estimate that 37 percent of mass marketers’ branding dollars are spent in digital marketing (online display, video, mobile), whereas only 31 percent of luxury marketers’ budgets are spent in that space. (Bourque)           

The article focused on the new trend that luxury brands such as Jaguar, Mercier, Aston Martin, and others, are starting to move towards digital advertising. This image below is a diagram of information found by Martini Media during their research on luxury brands and digital advertising. (Bourque)

Along with this new information, Martini Media found that it was a smart move for luxury brands to transfer to digital advertising over traditional media. The loyal consumers who invests their money in luxury brands are tech-savvy individuals who are now using their technological devices to seek information and consume goods. Therefore, these luxury brands should plan to advertise via technological devices on websites, social media, and other digital outlets. (Bourque)  

Luxury brands are not the only ones looking towards digital advertising. The political campaigns of Romney and Obama have chosen to invest money this year into advertising digitally. The Obama campaign has dropped $31 million on digital ads, which is almost 4 times the amount of money Romney spent on them. (Kay) The fact that Obama's campaign is spending a significant amount of time advertising digitally is a great idea in terms of reaching a younger audience that is up to date on technology.

Kay (2012) highlights this comment from Pew Research Center:

Earlier this week, the Pew Research Center’s Project for Excellence in Journalism unveiled a study that claimed, “Barack Obama holds a distinct advantage over Mitt Romney in the way his campaign is using digital technology to communicate directly with voters."

No matter industry a person is in, whether it be technology, clothing, or even politics, investing in digital advertising is a new trend that will continue to grow in the coming years.

References 

Brouque, Andre. (2012, August 23). Luxury Brands Migrating to Digital Advertising. Business 2 

         

         Community. Retrieved September 3, 2012, from

         http://www.business2community.com/consumer -marketing

Kay, Kate. (2012, August 23). #VoiceYourVote: $19 Million, Obama Outspends Romney on

         Digital Ads 4:1. Politic 365. Retrieved September 3, 2012, from http://politic365.com/2012/