The Shift In Consumer Advertising

Throughout the year's commercial enterprises of every size and shape have depended

upon advertising and marketing to send their message out to the consumers and let people know what they are offering and where they can find the items are being produced and sold. Through slick magazine photo shoots and ad copy or television and radio spots, corporations have been able to reach consumers and entice them with their wares. However, with the advent of the internet those traditional forums for advertising to the local consumers have changed and a shift has taken place over the past ten years.

Two major influences have altered how advertisers have been effective in their media message. With the technologies that allow people to skip over commercials on television with digital recorders that can pause and fast forward programs, as well as portable music players and downloadable libraries of thousands of songs and entertainment choices, both the television and radio have lost their ability to captivate audiences and keep their attention during commercial breaks. Adding to the flexibility of the consumer's on demand attention span, to retrieve data and be entertained, how and where they like, with whatever they are in the mood for, is the internet that has grown to include a number of websites that are dedicated to helping people find whatever they want, at the exact moment that they want it.

As technology has changed how advertising is being done, business owners both large and small have had to create new strategies for reaching the consumer marketplace and letting people know about their offerings of merchandise or services. Through well planned local internet marketing strategies commercial enterprises are able to identify and pinpoint certain members of their own community and lead them to their online storefront where they can sell their products. By introducing specific campaigns that target individuals who are using the search engines, businesses of every type and size are continuing to reach new consumers and generate sales within their geographical area, when the other forms of what is now considered traditional advertising have failed to produce results.

By having a well designed website and using optimization techniques to identify specific keywords, business owners are able to gain a foothold in the online consumer marketplace. With the addition of strategic links and other forms of local internet marketing, businesses that have seen the turn of events taking place in the media circles are holding onto their customers and increasing the number of transactions taking place in their stores by planning and executing a solid promotional campaign that is directed to the online audiences who utilize the internet for all of their search needs.

by: Art Gib

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