A striking phenomenon in digital media is the often huge gap between consumer usage and advertiser adoption. For example it took years after consumers adopted the Internet in earnest for advertisers to start shifting dollars accordingly. In local it’s still the case that most ad dollars remain in traditional media.
Mobile is another example of this: 70 million mobile Internet users and agencies and advertisers are just waking up to the medium. Among newer platforms, social networks are perhaps an even more glaring example. Facebook has nearly 300 million users globally and advertisers are still pretty tentative about it. They should be aggressively in there experimenting and figuring out what best works and what doesn’t.
A MediaPost survey does indicate that social networks are at the top of the list for next year in terms of marketing/ad spending. However, we’ll believe when we see it.
There’s lots more to say and perhaps lots of survey and usage data I could use to support my argument (rushing off to a conference this morning however). But I’m just struck by the fact that it often takes advertisers literally years to recognize and adapt to consumer behavior shifts.
Why is that? Who disagrees or thinks I’m completely wrong?