Promotion Strategies - Essay Example

The new technological trends affected a lot the way companies performed the advertising of their products. There has been a major shift from offline advertising to online advertising alternatives. This paper analyzes the global changes in advertising by performing research on the subject and through the case study of Estee Lauder. Selling products online which is referred to as e-commerce has become a huge force in the retailing business. In 2006 the overall e-commerce retail sales in the United States accounted for $104 billion dollars and this segment has a great growth potential considering the online community is rapidly expanding and currently has nearly 1.

1 billion users worldwide (Plunckett Research, 2007). The widespread use of the internet and the birth of the convergence age are shifting advertising dollars from traditional written press to the internet since many people are no longer using the traditional press as their primary medium for obtaining information about current affairs. The internet has replaced traditional media due to its convenience, variety of selection, and the speed of the information travels. “Printing subscription have suffered with people finding they can get news from a variety of free online sources, including new, online only publication, professional blogs and news aggregation sites” (Holahan, 2007).

Online advertising is a booming business and companies are finding that it is cheap effective way to reach mass amounts of potential customers. Estimates performed by PriceWaterhouseCoopers and the Interactive Advertising Bureau (AIB) determined that in the US $13 billion was spent on online advertising in 2006 and this figure is projected to grow by 87% in 2008 (Plunckett Research, 2007). Online advertising has also allowed further globalization of products worldwide. Companies in Europe are utilizing this advertising medium to target