London 2012 highlights the importance of internet-based digital marketing by Kate Billinghurst
The recent Olympic Games has left a legacy for the business world too, one ofdigital marketing and its importance
Internet marketing has been pushed to the forefront of businesses’ minds, thanks to London 2012
London 2012 was the first global event to truly showcase the importance attached to digital marketing, according to analysts at KPMG. Commentators at the company say internet advertising has long been the preferred medium for advertisers and companies but the Olympics highlighted this point for anyone not ‘in-the-know’.
KPMG said that internet advertising will increase its share of the worldwide ad market from 16 per cent in 2011 to 21.5 per cent in 2014. The UK is leading the way too, with it being one of the most advanced markets in the world, internet advertising attracted 33 per cent of total UK ad expenditure in 2011.
This is expected to rise to 39 per cent in 2014, and London 2012 will be a real driver for this. Ad campaigns that came out around the Olympics all centred heavily on the Games, with cross-medium campaigns coming from the likes of British Airways. While the Games may have come and gone now, the legacy it has left for many businesses is just how crucial digital marketing is to gaining custom.David Elms, KPMGs head of media, said: “London 2012 has already been dubbed the Digital Olympics.
It was probably the first mega-event during which digital media really came into its own and more than rivalled TV and print media. “The demand from the public for online coverage andother digital offerings during the Games was overwhelming. “It has given a huge boost to advertisers in this area and shows that the various growth predictions we have seen over the last few months are probably not far off the mark.” He also added that mobile marketing was really showcased too during the Games, with demand for its consumption rocketing and actually growing faster than KPMG predicted. “More and more people own smartphones and the overwhelming majority of owners expect ever more sophisticated and up-to-date content,” Mr Elmsadded.