Online is king
As someone that has worked in print advertising for more than ten years, I know how it has helped shape the current state of commerce. I remember a time when there was no Internet, and moreover a time when online advertising worked in tandem with print advertising to reach the highest volume of customers possible.
Today, the landscape is much different and I have realized that online advertising has become king, primarily because online shopping has become king. With companies such as Amazon and Google dominating the online landscape, they have sort of become the arbiters of what advertising is deemed successful, and online advertising just happens to be what the name of the game is.
The shape of things to come
In the future, the online advertising and shopping industries will continue to grow to a point where print advertising might be a thing of the past. Think of the last time you not only saw a print advertisement, but a print publication in general. People for the most part do not get their news from newspapers, which means any advertisements therein will go ignored.
The future business landscape is one where everything will be digital, largely in part to two of the richest companies in the world who will continue to dictate where advertising will go next. In order to stay ahead of the curve, companies must realize that while print advertising still has a small place in commerce, that online advertising will become a necessity that all companies will need to adhere to.