Over the last years, when Internet and interactive communication technologies have taken a rapid lift and development, the situation in the media environment has considerably changed and for many companies practicing online media marketing has become a matter of the supreme priority.
Today, when the Internet has acquired millions and millions of new users around the world and has granted to thousands of both small and large enterprises a quite affordable and real access to the global market, the priorities in the media environment have shifted. More traditional media, such as television, radio and printed editions, in some measure ceded their advertising market shares to online ad vehicles or have grown into a new phase of their development and have entered to the field of interactive communications.
Therefore, as you may see, online media marketing represents something that cannot be overlooked by all kinds of enterprises. Moreover, this comparably new field offers advertisers a variety of excellent promotional opportunities, affiliate programs and join ventures. Among them there is the latest trend in merging of cable television with the web entertainment and advertising industry. Including such advertising opportunities into an online media marketing plan can greatly benefit many companies, which operate the fields of consumer goods, sport products, animal goods, etc.
Such merge of the cable TV affinity and Internet interactivity can resolve in mutual benefits for advertisers and for ad space sellers. The researches show that the amount of time an average Internet user spends daily online surfing the Web is about three hours, when in average a person spends about one point seven hours daily watching TV. However, through the merge of cable TV with the Internet communications those one point seven hours of TV watching consumers may also now spend online through visiting those numerous cable TV interactive web sites. It means that online media marketing will embody the concept of cross media advertising and become an even more potent tool for product and service promotions. In some ways, it will significantly level the correlation of forces between the more traditional offline media and the online one; and it will increase the shift, which already exists in the advertising media market.
Furthermore, the merge of the Internet interactivity with the high consumer affinity of cable TV can produce excellent advertising opportunities for various consumer companies. Through this merge consumers obtain an online access to such TV channels as Animal Planet or some top rating TV shows, such as Iron Chef America. With the interactivity, provided by the Internet communications, various advertising projects are being created, such as interactive online voting for rating the shows, various forums with the discussions of the advertised products, lotteries or contests, etc.
All these and many other advertising activities open up for advertisers new opportunities to reach their consumers online in a more efficient and productive way. In addition, through the interactive communications advertisers gain a possibility of building up lasting and loyal consumer-brand relations.