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More Cost-Effective but Confusing Advertising Options: Digital Marketing Opportunities Changing Daily

More Cost-Effective but Confusing Advertising Options: Digital Marketing Opportunities Changing Daily

Kenneth E. Harvey
Copyright: © 2018 |Pages: 28
ISBN13: 9781522556190|ISBN10: 1522556192|EISBN13: 9781522556206
DOI: 10.4018/978-1-5225-5619-0.ch007
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MLA

Harvey, Kenneth E. "More Cost-Effective but Confusing Advertising Options: Digital Marketing Opportunities Changing Daily." Diverse Methods in Customer Relationship Marketing and Management, edited by In Lee, IGI Global, 2018, pp. 109-136. https://doi.org/10.4018/978-1-5225-5619-0.ch007

APA

Harvey, K. E. (2018). More Cost-Effective but Confusing Advertising Options: Digital Marketing Opportunities Changing Daily. In I. Lee (Ed.), Diverse Methods in Customer Relationship Marketing and Management (pp. 109-136). IGI Global. https://doi.org/10.4018/978-1-5225-5619-0.ch007

Chicago

Harvey, Kenneth E. "More Cost-Effective but Confusing Advertising Options: Digital Marketing Opportunities Changing Daily." In Diverse Methods in Customer Relationship Marketing and Management, edited by In Lee, 109-136. Hershey, PA: IGI Global, 2018. https://doi.org/10.4018/978-1-5225-5619-0.ch007

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Abstract

Since 2006, American newspapers have lost nearly two-thirds of their advertising revenue, and a similar tipping point has now hit broadcast and cable television. In 2016, digital advertising expenditures in the U.S. surpassed TV advertising for the first time, and by 2021, digital is expected to surpass all traditional forms of advertising combined. Traditional advertising is dying, and the battle between the digital competitors is heating up, leading to diverse and rapidly changing advertising opportunities. And yet, marketing executives say they are confused and frustrated by all the changes. This chapter documents the new and continuing trends that are reshaping the advertising landscape.

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