Blog

The time for NI to get connected is now

Digital marketing analyst, eMarketer, recently said that spending on online advertising in the US would rise by around 20% this year, with its principal analyst saying that "the internet has become as fundamental as television to advertisers".

Generalisation aside, for those of us in the media and marketing industry, there can be no avoiding conversations around how important online communications are when trying to influence what people think, feel or do about a particular brand, product or subject.

It seems though, that in this part of the WWW at least, what may be called for is a little less conversation and a little more action, please.

The Internet Advertising Bureau, the trade association for online advertising, estimates that around one-quarter of every pound invested in advertising in the UK is spent on some form of online advertising. In Northern Ireland, it's as little as seven pence -a remarkable figure given that our broadband take-up rate is as good as the rest of the UK. Indeed, in the Republic, spending on online advertising is also on the up.

So the big question is - what is holding so many businesses here back from realising their full marketing potential?

Although looking at all the barriers would call for a longer discussion, it's important to consider fundamental, perhaps cultural, impediments.

For some, it may be a lack of confidence in whether taking their message online might actually work. Maybe what's needed from communications agencies, is much more reassurance - and evidence - to show how a considered and creatively executed online presence has helped maximise return on investment for those who have taken the plunge.

For others, it could be a lack of confidence to talk about digital. Although this could be the case for some, more and more client briefs received into communications agencies talk about the importance of including digital solutions as part of an integrated communications approach. What is telling though, is the sense that agencies are still often predominantly measured on whether they are proposing the more traditional formats - especially in broadcast - whether or not this is right for the client.

This scenario, if allowed to be repeated, can create a vicious circle where communications specialists become reluctant to propose solutions designed to tap into the sort of peer-to-peer influence that strategically sound and creatively-executed online communications can achieve so well.

And through tapping into the 'connectedness' of those we want to reach out to we can make the distinct difference between making people know about something and helping them actually do something - whether that's selling something or bringing about social change. It's no accident that the recent review of government direct communication recommends that digital considerations should be built in from the start.

There's a wealth of strategic and creative talent here that would jump on the opportunity to help businesses enjoy the full potential of online communications.

What can be said with total certainty about the web is that it's real, it works and, if the last decade or so is anything to go by, the signs are that it's here to stay. All we need to do is ask ourselves at what stage are we going to be convinced... The widening gulf between what we, our neighbours and our competitors are doing suggests that the time to do it is now.

For original article, visit:http://www.belfasttelegraph.co.uk/business/business-news/businesses-being-left-behind-in-the-online-marketplace-16028025.html