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> Maybe because the barrier to access online advertising was lower, both in terms of cost as well as to the medium itself You mentioned about this offhandedly,
by analyst74 8y ago
> Maybe because the barrier to access online advertising was lower, both in terms of cost as well as to the medium itself
You mentioned about this offhandedly, but this is one of the main reasons for current landscape. For companies without a massive revenue/profit and marketing budget, which is most of them, investing a large chunk of money into something that "maybe" works is a hard decision. Heck, even hiring someone who has a track record of delivering good off line marketing result is probably out of reach for them.
Think of it this way, before online ads, how do small companies market their product/service to non-local customers?
- libertine 8y agoWell it might have been a poor choice of words, but there was also a time where online advertising was a mayhem with no centralized inventory - it just evolved very quickly. Well before online ads and a DIY (or in house) media buying for small companies, there used to be agencies that would help with this - media agencies exist for quite some time... but outside of this, I guess it would depend on the product/service. Basically they had centrals to buy media space a "re-sell" it. Other then that, you had to go POS (Point of Sale) communication, or go to someone who bought and managed media (agencies).