Online advertising is where the game has been played. Now it’s moving to digital marketing. The new definition targets two big shifts:
- Online is increasingly a passe term. We think online and we think desktop and laptop, if not the old AOL. Not so long ago, it seemed like a miracle to be — and stay (always on) — online. Now our Internet connections are increasingly embedded with us. Smartphones are the leading edge of the mobile Internet, with tablet proliferation fast on its heels. New TVs are being built with the Internet inside, completing the blur between screen and monitor, and promising much more news — and commercial — interactivity.
- Advertising is increasingly a passe term. Coming out of this Great Recession, advertising is flat all around. Part of that is the uncertainty and ungainliness of the recovery. Bigger, though, is the fact that companies, especially big ones, are moving their money from traditional advertising to direct marketing of all kinds.
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