Branding in 2.0

Many changes in consumer habits in regards to media are directly affecting the way marketers are allocating the advertising and media budget. The emergence of the Web 2.0 era has shown immediate changes in consumer behavior in regards to media consumption. With many new media options for advertising it has been difficult for companies to justify spending money on traditional advertising. Recently, researchers have determined that the media habits in consumers are changing dramatically. Many changes are directly related to the explosion of new technologies such as the PC and smart phones which make accessing internet fast and simple. This change in media access is having a large affect on traditional advertising such as television, newspaper and magazines. Shocking numbers show a large decline in television audiences due to many shows broadcasting online. When networks broadcast online this in some ways eliminates the chance of many companies to expose their ads to a broad audience. Due to these situations the cost of purchasing advertising spots on television has been increasing year after year. Newspapers and magazines are facing a similar situation due to the fact that many newspapers are read online and magazines now have smart phones apps which can be purchased at a discount.

These many changes in media consumption have proven to us that the average consumer is now spending the majoring of his/her time online in comparison to other forms of media such as television, radio, magazines and newspapers. This shift is increasingly common among the younger generation who are referred to the Y Generation given the fact that they were born between the years 1981-2000. This online consumption among the younger generation is having a large affect on television audiences and ratings due to the fact that the amount of hours spent watching T.V. have declined dramatically. This is especially the case among teenage girls whose television viewing has declined much more than teenage boys.
Many new and emerging ways to access media means that it has become even more difficult for marketers to effectively reach their target markets. Many new media outlets bring about the concept of advertising clutter. Advertising clutter has to do with the fact that consumers are exposed to and bombarded with a large amount of advertising messages every day. This is an increasing problem for marketers to find the right media outlet for advertising to ensure they are exposing their message to the correct target audience. Being exposed to so many advertisements and forms of advertising has an effect on the consumer in the sense that it is impossible to remember advertisements. This then creates a challenge for marketers to develop messages that effectively retain in memory.

The rapid growth of online advertising has helped marketers access a larger audience in comparison with traditional media outlets but has also posed many problems for consumers. Consumers complain that many online advertisements contribute to the concept of advertising clutter and some ads can be intrusive. Many forms of online advertising exist such as: banner or display ads, classified ads, and search advertising, all of which make it easier for companies to leverage advertising options. Although some consumers complain about online advertising the fact is that it is growing more and more each year proves there is little way to escape it. Companies who have not made the decision to advertise online may be at a disadvantage in regards to competitors who do choose to create online ads. In order to be successful companies must leverage the costs and benefits of online advertising and create new and innovative ways to reach new and existing customers. The most important aspect of advertising online is to select online trends in the Web 2.0 era that are unique and attractive but at the same time stay true to the company’s core values and brand image.