Background on Digital Advertising
The advertising field is undergoing a major transformation as consumers are expanding their interaction with incoming information. The Internet has been a major contributor to the success of digital advertising. “Inter-net has allowed consumers to group together and become a strong force influencing their peer groups about which brands to buy and which to berate.” (Bussey, 2006, p.18) With millions of consumers online globally, agencies have become more focused on increasing their knowledge of digital media.
The client now has the options of utilizing tools such as banners, tiles, flash games, email, pop ups and even video ads in online advertising. These tools allow agencies to track which forms of media are most responsive. “The balance of power has shifted, consumers not clients or agencies control brands in the digital era, agencies that understand this and come up with campaigns that involve rather than interrupt will thrive.” (Bussey, 2006, p.18)
Requirements for Agencies
The best solution for an up and coming agency is to advertise their services via the Internet. This will contribute to the agency’s traffic and exposure. A firm must determine which digital media to include such as: Internet display, search, DVR, in-game and mobile. These methods of advertising are key components to the success of an interactive agency because they allow clients to market their products on websites, search engines, social networks, game media, and cellular phones. With these options clients can target a specific audience by the use of channels and platforms.
Law & Kenneth Global is an advertising agency that specializes in marketing solutions both globally and locally. They use modern marketing strategies to include ambient and viral communications, brand auditing, solutions, innovation and corporate strategy. Offering a full spectrum of marketing services to include search engine optimization and e-commerce has also contributed to the company’s success. I have taken a particular interest to this company’s philosophy because of their desire to make businesses more self-sufficient. “We believe in the power of building brands and businesses by empowering local market leaders to drive their own businesses.”(Springer, 2007, p. 293)
References
Bussey, N. (April 7, 2006). "Desperately seeking digital advertising talent." Campaign UK. Retrieved July 23, 2009 from Business Source Premier database.
Jordan, P. (2007). Digital Media, Sydney: Career FAQ
Springer, P. (2007) Ads to Icons, London: Kogan Page
Wet Feet. (2002). Careers in Advertising, Germany: Universum
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