Evolutionary Advertising

April 10th, 2008 at 10:57am Doug Burton

Evolution is about both fact and theory. Before you check the topic of this blog to make sure you are in the right place, let me explain. The point of this statement is to differentiate the concept of observed changes (fact) and of predictive explanations of how those changes come about (theory).

I came across an article dated September 1997 with the headline “Why Advertising Doesn’t Work on the Web“. Through some research I found that around this time many Analysts theorized that the Internet was overhyped and not a place for corporate advertising dollars. One of the most viewed stories on newsweek.com at that time was a piece about “That overhyped thing called the Internet” by Clifford Stoll.

We now know these theories have been proven false and the fact is the Internet is and will continue to be a profitable advertising medium for corporations. Am I implying that all advertising will evolve to generating mass amounts of revenue? No, I’m simply saying that capitalism, uh… finds a way.

You too need to find a way. From a marketing standpoint don’t be afraid to incorporate the Internet into your marketing campaign. If at first you do not realize expected gains, don’t give up, try something new. And if that doesn’t work, try something new. And if…try something new. Overtime your Internet advertising strategy will evolve and along with it those theorized profits will turn into factualized gains.

Entry Filed under: Non-traditional advertising, Internet communications