Online spending increases at expense of traditional channels

An annual survey of projected advertising spending reveals that the online world will attract 20% of the advertising dollars spent in 2007, up from 18% last year. Meanwhile, spending on TV, radio, and movie ads will drop 3.5%. (I’m especially glad to hear this about movie ads. I hate spending $10 to get into a flick only to have to sit through a commercial.) Print advertising, on the other hand, is expected to hold steady with 40% of advertising spending in the U.S.

Not everything is rosy for all online advertising. Pay-per-click is expected to drop 1% over concerns about click fraud. Nearly half the advertisers participating in the… Read More »

Top Marketing Blogs: an interesting exercise, but anything more?

Only because I ready Kami Huyse’s blog did I learn that I made Todd And’s Power 150 Top Marketing Blogs list. I came in at #28, just behind Elizabeth Albrycht’s Corporate PR and just ahead of Strumpette. Joseph Jaffe‘s on the list at #11; Steve Rubel’s Micro Persuasion is #15. Even John Wall’s brand-spanking-new Ronin Marketeer got onto the list at #138. And yes, Kami’s on the list, too (#35), as are Jeremy Pepper, Scott Baradell, Kevin Dugan, Josh Hallett, Toby Bloomberg, B.L. Ochman, Katie Paine, Ben McConnell and Jackie Huba, Susan Getgood, Bryan Person and a host of others. In fact, the list looks a lot like my RSS subscription… Read More »

Note to Domino’s: It’s all one company

In the course of my consulting work, I have found about half of every company I work with is going through a “one company” initiative. The focus of these campaigns is to get every employee to recognize and behave like they all work for the same company, regardless of their business unit. This is a particularly important effort in companies that have grown by acquisition. It’s not unusual for employees of an acquired company, two or three years post-acquisition, to answer the question, “Who do you work for?” by naming the company that was bought.

Anybody who has ever called a company with a problem and been told, “That’s another… Read More »

Join Jaffe’s conversation

Using a blog to share drafts of book chapters is getting to be less and less of a renegade approach to authoring. Shel Israel and Robert Scoble got a lot of attention for it with their Naked Conversations blog. Michael Hyatt, CEO of Thomas Nelson Publishers, has announced he’ll do it for his upcoming book.

It’s a great approach, of course, producing feedback from your target audience that will help you improve the next draft and make it more relevant to prospective readers. But commenting is the limit of the blog’s utility. A wiki would let readers rewrite and add original content. Now that’s interesting.

And that’s what Joseph Jaffe… Read More »

Study supports what we already know about social media and brand evanagelists

Countless authors, speakers, bloggers, podcasters and other advocates of social media have pointed out that companies should focus on their biggest fans and that social media like blogs—along with other Internet tools—are ideal channels for such outreach.

Yahoo! and comScore Networks have released research today that validates that point of view. “Engaging Advocates through Search and Social Media” makes the connection between effective use of the Net as a marketing channel and influence of brand advocates. Specifically, the study found (according to the press release):

  • The Net has had a significant impact on how customers research and… Read More »

John Wall’s tutorial on the growing irrelevance of page views

I’ve been suggesting for a while to clients and workshop audiences that page views are increasingly irrelevant. Steve Rubel argues that so-called Web 2.0 applications built in Flash, AJAX, and other technologies will allow users to see and do everything they want from within a single page, rendering page views as a form of measurement inaccurate. In a comment to Steve’s post, I suggested RSS feeds also diminish the page view’s value. I breeze through several hundred pages ever morning, sometimes twice a day, ignoring sites with no new content and rarely visiting the sites whose content does interest me—I read it directly from the news… Read More »

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