How does a global leader in pharmaceuticals find the right graphic design/web development firm that can offer turn-on-a-dime service and a high quality creative product? For Watson, it began with an online search. By keying in the parameters for their ideal agency, they came upon Marena Studios. After going through the Studios’ web site and [...] Read More
To all the marketers who think they are saving money while increasing ad effectiveness via online media channels, MIT Sloan Assistant Professor Alessandro Bonatti has a message for you: Not so fast. Bonatti and co-researcher, Yale-based Dirk Bergemann agree that online advertising allows marketers to target specific demographic groups efficiently. However, in highly competitive industries, [...] Read More
The local media market has long been owned by local TV stations, newspapers and Yellow Pages. While the recession definitely slowed this market, the recovery, paired with marketer interest in new forms of media, means the industry is looking at big changes in 2010. BIA/Kelsey analysts value this market at $140 billion. Neal Polachek, president [...] Read More
Most analysts and marketers know that younger consumers have typically been bigger Internet users than older consumers. Web use by younger consumers is nearly ubiquitous (93%) while adults over age 65 now have a usage rate of 38%. The bigger news, according to a Pew Internet and American Life Project report, is that the type [...] Read More
Ad-ology Research recently updated their Industry Marketing Insights report for Display Advertising Services (also called Out-of-Home). The following are the predicted Top 5 Opportunities/Challenges from the report for this industry for the upcoming 12 months: The ad industry is expected to recover in 2010 and the out-of-home segment should continue to grow. Consumer groups continue [...] Read More
US online advertising spending is set to drop in 2009 for the first time since 2002. eMarketer estimates online ad spending will be down 4.6%. However, the slowly recovering economy, combined with basic structural changes in how marketers and the public use media, will lead to Internet ad spending growth in early 2010. “The economic [...] Read More
A couple of weeks ago, I highlighted the general move by small businesses into search marketing. WebVisible’s survey indicated that the typical small business spent $1,658 on search marketing in Q3 2009. Another detail that came to light in that survey is the increase in the number of keywords used by small businesses. WebVisible analysts [...] Read More
Last week I highlighted WebVisible’s report on the increased use of search marketing by small businesses. Another research concern, VerticalResponse also reported that search engine marketing will be a key 2010 expenditure for smaller operators. And according to VerticalResponse, small business owners are planning a number of budget cuts to traditional media formats next year. [...] Read More
This is the theory which runs Reply.com. The company engages a platform using light leads rather than simple clicks to help marketers engage consumers, convert sales and increase revenue. CEO and found Payam Zamani explains light leads this way, “Consumers who are interested in buying a car go to a jump page and are asked [...] Read More
Marc Krigsman, CEO of Cross MediaWorks, and Larry Rubin, Chief Operating Officer agree that advertising spending will be one area that will improve in the New Year, although spending levels will not reach pre-downturn levels. Also, television ad spending will continue to be the larger spend for advertisers because that is still where the majority [...] Read More