From the Editor - March '15
The End of Advertising as You Know It?
Advertising the products and services of a brand today can be a daunting (and sometimes wildly expensive) initiative – filled with more tactics, techniques and channels than most ‘Net professionals initially expect.
In many ways, over the past few years digital advertising has experienced a renaissance and has become far more sophisticated in the process; it’s faster (programmatic), more context-aware (mobile) and diverse (video, search, display, etc.), and as you might expect, more complex in every way, shape and form. It doesn’t have to be that way, however. Many brands are eschewing clicks for a more meaningful impression, moving beyond the practice of generating awareness to building genuine influence. While it’s not the digital advertising many may recognize, it’s not really the end of the road for this important promotional practice. Yet it’s definitely changing right before the eyes of Web advertisers.
In the feature story of this month’s Website Magazine, Managing Editor Amberly Dressler explores how the savviest online advertisers are creating messaging that not only calls attention to their brands, but also how consumers view and experience the world – developing content that is reflective of a user’s need and then promoting (advertising) it at a moment in time when it will prove to be most impactful. That, in essence, is the future of advertising.
While the primary focus of this edition’s feature story is on influence and advertising, readers will also discover many other articles designed to help accelerate their ‘Net success. This issue includes guidance on the new top-level domains, copywriting and conversion, social CRM, email, digital rights management and a whole lot more.
As always, we hope you enjoy this issue of Website Magazine and invite you to join us on the Web, where our editors and industry contributors explore the topics that matter most to your digital success.
Best Web Wishes,