The Future of Advertising - The world is...
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The world is awash in advertising clutter. For decades marketers have been spending more and more to try to get their message out -- only to find their pitches drowned out in a sea of noise generated by countless other marketers trying to do the same thing. In effect, companies have been paying big bucks to be ignored. Now, inspired by the Internet's ability to do a better job of targeting prospects and measuring results, advertisers are dreaming up new ways to break through the clutter and connect with potential customers at a lower cost.
The big advances in advertising technology once favored traditional giants like Procter & Gamble, which could afford to mass-market its message. The new techniques are affordable to smaller companies, too.Though the advertising revolution got started online, some of the new techniques are already finding their way onto streets and walls and even into clothing pockets around the world. Perhaps just five years from now, companies will be able to routinely and inexpensively embark on ad campaigns that hit exactly the right prospects -- and hardly anyone else -- with entertaining, hard-to-ignore messages that can follow people via new high-tech media into their cars, offices, living rooms, and bedrooms. For companies that master the new techniques, the payoff is potentially enormous: a big jump in customer mindshare while holding the line on marketing costs. And whereas the big advances in advertising technology once favored traditional giants like Procter & Gamble, which could afford to mass-market its message, the new techniques are affordable to smaller companies, too. "Over time," says Karen Breen Vogel, CEO of ClearGauge, one of hundreds of interactive ad agencies that have sprung up to focus on online advertising, "we can cut the cost of the advertising in half while maintaining customer response."
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