Welcome to Scribd, the world's digital library. Read, publish, and share books and documents. See more
Download
Standard view
Full view
of .
Look up keyword
Like this
4Activity
0 of .
Results for:
No results containing your search query
P. 1
El Impacto Real de la Publicidad en Internet

El Impacto Real de la Publicidad en Internet

Ratings:

5.0

(1)
|Views: 488|Likes:
Published by La Conversa
Will the Internet have as big an impact on
advertising as radio and television did?
Most marketing executives say no
HereÕs why they are wrong
Will the Internet have as big an impact on
advertising as radio and television did?
Most marketing executives say no
HereÕs why they are wrong

More info:

Published by: La Conversa on May 22, 2008
Copyright:Attribution Non-commercial

Availability:

Read on Scribd mobile: iPhone, iPad and Android.
download as PDF, TXT or read online from Scribd
See more
See less

11/19/2012

pdf

text

original

 
THE McKINSEY QUARTERLY 1997 NUMBER 3
45
H
OWMUCHIMPACT
is the Internet really having on advertising andmarketing? Is it just another emerging niche medium withsome peculiar creative capabilities and constraints? Or might ittransform consumer marketing in the same way that network televisionrevolutionized consumer culture and commercial practice four or fivedecades ago?Interviews with marketers reveal that few believe the Internet will changetheir approach to advertising. Most see it as little more than a comple-ment to traditional marketing practices, and don’t expect it to reduceexpenditure on broadcast and print media or change the form, pricing,or delivery of advertisements. Their view is probably a reaction to theearly hype about the Internet and the World Wide Web, which createdunrealistic short-term expectations among marketers and frustration withthe inadequacies of the delivery technologies among consumers.We take a contrary view. We believe that Internet advertising will accountfor a growing proportion of overall advertising expenditure. Moreover,advertising – and marketing in general – will adopt practices firstdeveloped or deployed on the Internet. As the technology improves, theimpact of Internet advertising will increase and become easier to measure,and the gap between this new precise, interactive marketing capabilityand conventional “fuzzy” passive media will widen. Over the next fewyears, advertising agencies and consumer marketers will be underpressure to change their whole approach to marketing communications.
MARKETING
Will the Internet have as big an impact onadvertising as radio and television did? Most marketing executives say no Here’s why they are wrong 
We would like to acknowledge the contributions of Eric Simonson, Inder Soni, and JohnLeibovitz to this article.
Caroline Cartellieri
and
Varsha Rao
are consultants,
 Andrew Parsons
is a director, and
 Michael Zeisser
is a principal in McKinsey’s New York oƒfice. Copyright © 1997 McKinsey& Company. All rights reserved.
Caroline Cartellieri, Andrew J. Parsons, Varsha Rao, and Michael P. Zeisser
The real impact of Internet advertising
 
Marketers will become more accountable for their results, and they will paymore attention to building a total customer relationship. Oƒfering consumersvalue in return for information will become vital in eliciting their preferences,which in turn will be critical to customizing advertising.* And companies’entire marketing organizations will be progressively redesigned to reflectinteractions with consumers on the Internet.For ad agencies, fees based on results will become standard. The economicsof Internet advertising are likely to make current business models obsolete.New capabilities will be required as creative production speeds up andbecomes more closely integrated with marketing activity. A deep under-standing of enabling technologies will become a prerequisite for fresh formsof advertising.Our views on the evolution of Internet advertising and its impact on tradi-tional marketing may seem provocative to some, premature to others. Butthe intriguing marketing experiments taking place on and oƒf the Internetsuggest it is time for consumer marketers to begin looking to networks fornew ways of thinking about the marketing theories and approaches on whichthey have long relied – and to begin capturing the lessons Internet advertisingholds for all their advertising practices, online and conventional.
Caution: Changes ahead
Looking at today’s Internet advertising to predict what tomorrow will bringis about as helpful as using a rear-view mirror to watch the road ahead. Buta point of view about what online advertising will look like in three to fiveyears’ time can and should influence current management decisions abouthow to invest marketing communication dollars on the Internet. A number of fundamental forces are currently reshaping Internet advertising: the near-daily emergence of new technologies that improve measurement, targeting,and data interpretation; the strenuous eƒforts of primarily entrepreneurialmarketers to make business use of the Web; and the establishment of patternsin consumers’ use of these new interactive networks. Thanks to the impact of these forces, tomorrow’s ads will diƒfer from today’s in the
shape
they take, inthe
metrics
available for gauging their eƒfectiveness, and in the
pricing
structure that governs their purchase and sale.
 New shapes
The first and most obvious change in advertising will be in what consumerssee on their screens. Ads are likely to change in terms of their
content,
thetype of 
customization
they employ, and their
delivery
to the consumer.
THE REAL IMPACT OF INTERNET ADVERTISING46
THE McKINSEY QUARTERLY 1997 NUMBER 3
For more on this subject,
see
Andrew V. Abela and A. M. Sacconaghi, Jr, “Value exchange: Thesecret of building customer relationships on line,”
The McKinsey Quarterly,
1997 Number 2,pp. 216–19, and John Hagel III and Jeffrey F. Rayport, “The coming battle for customerinformation,” pp. 64–76.
 
Content
Aspirations to transcend today’s form of Internet advertising will first berealized in the content of ads. The development of new technologies suchas virtual reality and chat, coupled with consumers’ growing preferencefor material that is directly valuable to them, is driving the emergence of new forms of content. Three main types are on the horizon:
experiential,transaction-oriented,
and
sponsored content.Experiential content
will allow consumers to “experience” the ownershipof a product, service, or brand. The best current examples let the user testout a product. Sharp’s Web site oƒfers a personal tour of the Zaurus personaldigital assistant in which consumers can input calendar or address infor-mation exactly as they would if they used the product in real life. At TheGap’s site, customers can “try on” outfits and mix and match separates fromthe current range. In the future, technologies such as virtual reality will makeads even more experiential: customers willfeel as though they are test-driving a new car,or walking down the aisles of a grocery store.
Transaction-oriented content
will inviteconsumers to make a purchase directly froman ad. Advertising content will become in-creasingly oriented toward transactions. Indeed, the Internet may alreadybe changing consumers’ buying behavior, particularly for consideredpurchases such as cars. Prospective car buyers who are looking for productinformation before making a decision can obtain more information morequickly through the Internet than by any other means currently available.Having done their research in advance, they are more ready to buy at thepoint when they actually encounter a manufacturer or seller.Theimplicationformarketersissimple:theyneedtomakeitpossibleforconsumerstocarryouttransactionseasilyandseamlessly,orrisklosingsalestocompetitors.ConsiderCasio,whichusesVirtualTagtechnologydevelopedbyFirstVirtualtoenablecustomerstomakepurchasesfromanInternetbannerad.AnInternetusercanlearnaboutCasioproducts,purchaseawatchonline,andselectthemeansofdeliverywithouteverleavingthebanner.
Sponsoredcontent
willblurthelinebetweeneditorialmatterandadver-tising.AlotofsponsoredcontentalreadyexistsontheInternetforexample,NissansponsorsweeklysoccertipsonParentSoupinassociationwiththeAmericanYouthSoccerAssociationbutbyandlargeittendstoresemblethe“broughttoyoubyABCmodelfamiliarfromtraditionalmedia.Theemergenceofadvancedformsofhybridcommercial–editorialcontentwillbedrivenbyconsumers’abilityto“tuneout”straightforwardcommercialmessages,betheybanners,interstitials(adsthatpopupwhile
THE REAL IMPACT OF INTERNET ADVERTISING
THE McKINSEY QUARTERLY 1997 NUMBER 3
47
Virtual reality will makeads even more experiential:customers will feel as thoughthey are test-driving a new car

You're Reading a Free Preview

Download
scribd
/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->