The Economist reported last week that worldwide advertising expenditure grew by almost 7% in 2004 to $370 billion. It included this quote which I suspect will pretty much some up the big marketing trends in 2005.
What advertisers like about the internet is that the effect of marketing messages can be more easily measured. At its most simple, a company will know how many people who have seen its ad have clicked through to a website, and what proportion of those has made a purchase. Far more elaborate tracking and targeting systems for online advertising are emerging all the time. This is leading some of the world's biggest advertisers to demand better ways of measuring the return on their investment in all forms of advertising. It is hard to exaggerate how big a shock having their performance properly measured will be to traditional advertising folk.
For those involved in modern marketing, the challenges are considerable but the opportunities are immense.
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