Social networks like Facebook, Twitter and LinkedIn have vast audiences — 2 billion people worldwide use them. Online advertising of all sorts continues to grow. It has reached $ 20 billion in 2015. Advertisers prefer social media platforms as these gather data on each user’s age, consumption patterns, interests and so on. It makes accurate targeting possible. The distinction between advertising and e-commerce ( or selling ) becomes blurred. ‘ Buy now ‘ buttons allow the user to complete the sale on the spot. In future, the social platforms can be paid for such instant shopping services.

Message development now has changed from a single brand brush message across the media to many variations on a theme so as to match  the segment of consumers most likely to be responsive to it. Digital marketing is thus iterative, and that entails more work for the ad agencies and PR firms.

Some traditional media feel the pinch from the loss of ad revenue to digital rivals. However, TV holds on, and its advertising has kept growing. In future TV audiences may decline. Some may shift to Netflix — a service that do not have ads.

The messaging applications such as Snapchat, WeChat and Kik are the latest platforms. Yes, there is a limit as to how much advertising can shift to these platforms. TV ads with simple messages have a great reach. Print ads are more credible. What is required is a balanced media mix.