Online Marketing Does Not Replace Traditional Advertising Media

Before you go abandoning your traditional media plan entirely, it might be a good idea to take note of how some of the most successful online brands are becoming successful.

This article in today’s Adweek reports on how Kayak.com’s co-founders are eying the the successful launch of online video sharing site hulu as a model for their own growth. Eighteen months ago, hulu didn’t even have a name. Today, it’s the second most popular video sharing site, thanks in part to a 60-second television spot on the superbowl - followed by a very aggressive television spot buy.

According to the Adweek article, other brands eyeing traditional media include Zappos.com and Amazon.com. Strangely absent from the article is Apple’s iTunes, the online music store linked to the iPod and iPhone. While Apple does market extensively on the internet, they continue to rely on traditional media, too. And it is paying off. Apple continues to dominate the music market and is gaining market share from Windows PCs.