THE MARKET OF A DREAM

By Mohammad Suyanto

Eight of the ten under-40-year-old people who are the richest in the world make use of a market called the Internet, and there are several reasons why the companies target it as a market. Firs, the television audiences began to migrate to the Internet, and since they have moved, the advertising media must be followed with the assumption that any marketer’s goal is to reach his or her target effectively and efficiently. Marketers recognize that they must make adjustments to their marketing plans to pursue the increasing number of people who continuously spend their time in front of online media after leaving and other media. Second, to target a market, the marketers make use of the Internet for the ads that can be updated at any time with minimal cost so that their ads always look new. Third, as a market, the Internet can reach potential buyers in a very large number in the global count. Fourth, online advertising is sometimes less expensive than television , newspaper, or radio advertising. The advertising cost of the latter media is getting higher because it is determined by the space that will be used; how long ads will be put; on how many television stations or in how many newspapers or magazines ads will be put; and whether the television stations, newspapers or magazines are local or national. Fifth, advertising on the internet can efficiently use the convergence of text, audio, graphics, and animation. Sixth, the Internet itself is growing rapidly. Seventh, you can create an interactive advertising aimed at specific groups and / or individuals. Based on the research conducted in the fall of 1996, three-quarters of users of personal computers would leave the television and spend their time in front of their computers. The television displacement, the number of which was very large, seemed to be very impressive. In addition, Internet users are educated people and have very high incomes, so it is logical that Internet explorers are targets envisioned by the marketers.

Since 1998, this characteristic has convinced a large company that produces everything needed for consumers to start shifting advertising budgets from traditional media to Internet advertising. What Toyota did was a real example that the Internet is very powerful. Saatchi and Saatchi, a leading advertising agency, developed Web sites for Toyota (www.toyota.com) and placed banner ads on very interesting popular sites, such as www.espn.com. Within one year, the site could keep up with the sales done by 800 other Toyota sale sources.