There was a time when advertising and marketing was chiefly the domain of mainstream media such as radio, television, and print. Even though these mediums are still major distribution channels for businesses of all kinds trying to sell a product or service, the playing field has definitely changed to encompass an increasingly competitive digital landscape and many non-traditional methods of outreach. Now advertisers and marketers compete in an ever-expanding marketplace that has seen many companies (even the majors) dedicate huge sums to non-traditional media budgets. This kind of advertising includes, but is certainly not limited to click-through advertising, banner ad’s, social media marketing, and mobile marketing campaigns. It is not that the traditional media landscape has withered and died. Rather, it is a more accurate description that there is more terrain to cover. Demographics drive where, how, and to whom many advertisers shape their campaigns. This is more important than ever for two reasons. The first is that many young people use social media as their primary source of news and information. The second is that the existence of these social platforms gives advertisers a greater ability than ever before to use online metrics to track and learn about target demographics. There are also a variety of new conventions when it comes to the actual purchase of advertising. People have the ability to bid on their own keywords and create their own ads using tools like Google AdWords. For those who know what they’re doing, this process does not even need to involve speaking with another human being. There is support, however, for those who need help getting started.
