When it comes to online advertising, there are many people that are playing catchup. They went their whole business lives without needing to advertise online, and many remember a time when there was not such thing as the internet. Yes it is hard to believe but even before online shopping there was a whole business landscape where people spoke in person and sent physical advertisements to homes in order to get their attention.
And while people still do this, there is much more of an incentive to advertise online and less of an incentive to send printed advertisements. Unfortunately, for many, this is a difficult transition and one that they are largely unfamiliar with. Pretend you are a construction company that has never sold your services online, now you need to market to a different audience even though you may do nothing online.
The truth is that they now must advertise to a new generation of people, and that the old generation will begin to fade. New customers will not remember a time in which they did not have the Internet and will act accordingly. For many young people, if they can’t find you online, they can’t find you. Heck, I don’t even remember the last time I had a phone book in my home. \
Now the good news is that the people in charge of these companies will also have grown up in the same digital world, making the adjustment easier for them. In the meantime, current owners must realize the changing business landscape.