The Internet's Impact on Advertising.

Advances in technology and social media have led to the consumer being overflooded with marketing content leading them to tune out.

I recently watched a Cart Blance insert about one of the most iconic series of adverts ever run in South Africa, the Sasol adverts.

This got me think, How much adverts and more importantly advertising has changed due to the internet.

In the 1990s, marketing was all about interruption. Companies would run ads on TV, radio, and billboards, interrupting the consumer's attention in hopes of grabbing it for a few seconds. This method worked well for a time, but as technology advanced and more and more advertising flooded the airwaves, consumers began to tune out.

Enter the internet. Unlike traditional advertising mediums, the internet wasn't built for marketing. It was built for communication and information sharing. As a result, marketers had to change their tactics. No longer could they rely on interruption; they had to earn the consumer's attention.

This where Seth Godin's concept of permission marketing comes in. Permission marketing is the idea that consumers should give their consent before receiving marketing messages. Instead of interrupting them, marketers should create content that the consumer wants to engage with. This could be anything from blog posts to social media updates to email newsletters.

But even permission marketing has evolved. Today's consumers are have so many request to provide content, I mean I am about to ask you to subscribe to my channel. This means marketers have to find ways to stand out. This results in a need to create content that is not only valuable, but also memorable and shareable. It means using data and analytics to understand what the consumer wants and needs. And it means being creative and innovative in how you deliver your message.

This means as agencies and freelancers we have had to understand the importance of adapting to the changing marketing landscape. The significant of take the time to understand our clients' needs and goals, and working with them to create solutions that are tailored to their unique circumstances.

Marketing has indeed come a long way since the 1990s. The internet has changed the game, and marketers have had to adapt. But one thing remains the same: consumers want to be treated with respect and given content that is relevant to their interests. As marketers, it's our job to deliver on that promise.