It is no secret, the advertising industry has evolved significantly over the past 25 years. With the rise of the internet, traditional means of advertising have been replaced with digital alternatives.
Traditional mediums include:
- Print (magazines, posters, newspaper ads, etc.)
- Radio
- Television
- Billboards
- Direct mail
Digital mediums include:
- Social media
- Mobile
- SEO/SEM (Search engine optimization/search engine marketing)
- PCC (pay-per-click)
Due to these exceptional changes, communication professionals have been forced to adapt to a revised business format. To give you a better perspective, in the United States in 2016, companies spent $15 billion more on online ads than television ads. That's huge.
Communication professionals are expected to have certain skills that weren't required, or didn't exist before. For example, it's generally required that communications professionals have a working knowledge of digital programs such as, the Adobe suite, Microsoft products, analytics tracking tools, and many more. Arguably one of the largest benefits to digital marketing is the ability to track ROI (return on investment). The advertising world has developed notary positions that weren't on the radar less than 25 years ago, such as social media manager, digital media buyer, UX designer, and many more. It's clear digital advertising is on the rise, and will continue to effect the professionals who work in the ads industry.
References:
IMG 1: http://fypjdma.blogspot.com/2016/04/digital-vs-traditional.html
IMG 2: https://blog.ladder.io/small-business-marketing/
Statistic: https://www.huffpost.com/entry/technology-has-changed-advertising-forever_b_599c64d4e4b09dbe86ea3764
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