Nepali Times happened to have an interview with Michael Maedel: president of J. Walter Thompson (JWT) Company – pioneer of many advertising techniques. From the interview, I was amazed as well as felt glad to know that JWT had been running its office in Nepal for 10 years. Among several question asked to him, this one presents a very good point and I found it pretty interesting too as it relates to Google Advertising:

In recent years, billions of ad dollars have moved online. Companies like Google are eating your lunch. What is your ‘Google strategy’?
“The Googles of the world can best be described as ‘frenemies’. Because of their technological sophistication, they capture and analyse data in real time in such a way that clients have a much clearer idea about who’s viewing the ads online in what manner. But we have to understand that when it comes to creating or ‘ideating’ an ad, just having it on Google does not help clients. It’s the high-end creativity in which our company produces value for our clients to sell more of their products.”

I totally agree with the fact that Google is taking away a lot of revenue from such advertising companies. But at the same time, a company that has already built some name and brand in the society is not going to suffer that much.  Though internet users are increasing every day and people are relying more on web, there is a huge percentage of people still vying for offsite advertisement, yellow pages and magazines. The ‘type’ of business largely determines the mode of advertising. Online advertising still has a lot of development to go through before it can successfully take on traditional advertising on the ‘local’ ground.

Marketing is rapidly getting viral and all of these new social media are promoting them as well. People heavily use social networks these days and rely hugely on them for their choices. This has necessitated businesses to garner a wide social presence. And to get ahead of the competition, they must employ ‘creative’ advertising sense; otherwise they’ll get pushed way down the line. Like for example: Google Ad sense in websites. Every other websites try to use Google Adsense from which Google is making a huge profit. But at the same time very few websites now are really successful in collecting a good chunk of money from Google like they used to before. Moreover, internet-users have become smart enough to divert themselves away from such ads.