Marketing Pilgrim Published: “Online Spend From US Agency Clients Still Has Significant Hurdles To Overcome” plus 5 more |  |
- Online Spend From US Agency Clients Still Has Significant Hurdles To Overcome
- Study Shows Social Media Impact Lags Search and Email
- Stephen Colbert to Bing: You Got Served!
- Save 20% on SES New York!
- Forecaster Says eBook Over Apps
- I Am Spartacus! Starz Conquers Mobile Barcodes
| Online Spend From US Agency Clients Still Has Significant Hurdles To Overcome Posted: 03 Feb 2011 07:13 AM PST The Internet side of the marketing world has always felt that ad agencies as a whole, and in particular the largest, have been behind the curve for a long time. The gap has closed considerably in recent years but those who claim digital marketing superiority still thumb their noses at the larger agencies that have built their business on traditional media. Why has digital been slower to be adopted by these agencies and their clients? A study from STRATA (via eMarketer) may give some insight.
According to these findings a total of nearly 50% of the agencies polled are citing lack of channel effectiveness or lack of client demand as the reason for not increasing online ad spend. Roughly 25% of the respondents say there are no obstacles. So there are two views that can be taken here. The first is that the digital industry still has work to do from a 'proof of concept' point of view. It is safe to say that measurement and proof of effectiveness can be elusive. A lot of what is used as proof that there is power in the Internet space is around what I'll call 'volume metrics' which are number of followers on Twitter or Likes on a Facebook page. Those measurements are limited at best. What area CAN be measured though is in search through paid search campaigns and any web analytics tool from Google Analytics up to the most expensive and complicated analytics package you can imagine. One of the most interesting capabilities of the online space is to measure effectiveness and certainly much more finitely than even traditional media measurements like 'eyeballs' (which is the offline equivalent of volume metrics but companies have purchased on that hollow measure forever). The fact of the matter is that there is still a considerable amount of work in producing hard numbers to see results across the whole spectrum of the online space but should that be enough to keep companies out of the game with their agency? The second view is that agencies that have a foundation in traditional media just don't understand digital thus their clients are not steered in that direction. I find it hard to believe that 23% of the agencies surveyed for this can say with confidence that lack of advertiser demand is the reason for online spend not to increase is lack of advertiser demand. Of course it would be helpful to know who these agencies are that were surveyed and who their existing clientele are. Maybe in the SMB space there is a perceived lack of demand which is actually, in most cases, just a lack of understanding of the digital space. So how do you interpret results like this? Is the onus on the digital industry to provide more confidence in the channel through better metrics or is it on the agencies to get their clients up to speed? As with most good answers it is likely to be a combination of the two but what can you do today to help bridge this gap and move more advertisers into the area where there are no obstacles to increasing online spend?
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| Study Shows Social Media Impact Lags Search and Email Posted: 03 Feb 2011 06:04 AM PST Amidst all the hubbub about social media being the cures to all business ills there are some numbers that paint the medium as less of a silver bullet and more like one with a lot of potential and a lot of room to grow. ForeSee Results has conducted a survey of 10,000 online shoppers. The report is titled "Social Media Marketing: Do Retail Results Justify Investment?". Although it is not advisable to draw broad stroke conclusions from any one piece of research, the findings here are interesting in that the more traditional online marketing and customer acquisition methods of e-mail and search had more impact on site visits (along with real old fashioned brand recognition).
The next chart shows the power of social media as an influencer. Search comes out as the mass acquisition leader but with lower conversion rates as compared to social media.
This points to why there is a desire on the part of businesses to get more people engaged in social media because they simply convert better. Think of social media as the long tail of Internet marketing and promotion in a study like this with less volume but more qualified leads. Also of note is the higher satisfaction numbers on those folks using social media. Do you agree or disagree with the findings here? Have you seen social outperform search and e-mail or is it all part of an Internet marketing mosaic that needs to work together to be truly effective?
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| Stephen Colbert to Bing: You Got Served! Posted: 03 Feb 2011 06:03 AM PST Despite Bing being a major sponsor of The Colbert Report, Stephen Colbert couldn’t resist having a little dig at Microsoft’s expense.
The best line? “For the first time ever, someone’s search history has been busted for something other than porn.” LMAO!
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| Posted: 03 Feb 2011 05:05 AM PST
PubCon South at Austin is just around the corner, then the mega SES New York kicks off on March 21st. SES continues to offer a great mix of search and social sessions and really is a great event for any east-coast marketers–newbie and seasoned-pros alike. In case you were on the fence about attending, SES has kindly given us an exclusive 20% discount code for anyone that wants to attend. When you register, simply enter the following code: 20MPL Have fun!
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| Forecaster Says eBook Over Apps Posted: 02 Feb 2011 04:06 PM PST
The huge rise in sales is mostly due to the accessibility of ebooks and ebook readers. Kindle, Nook and now the iPad have made downloading ebooks a snap compared to the steps you had to take to load your reader only a few years ago. The Yankee Group also predicts a drop in the average price of ebooks which should fuel sales in the future. From a marketing standpoint, this is great news. eBooks have been around for a while now and many online marketers have used them to promote their wares and develop a mailing list. But now that ebooks are going mainstream in a big way, the marketing opportunities are unlimited. For example, if your target audience is middle-aged, married women, contact one of the many romance ebook publishers with an offer to sponsor a novel. Have a great story to tell, publish your own ebook through the Kindle publishing program. Been writing an informative blog for years? Sell the content like a magazine subscription. The rise in ebook sales proves a fact people have been disputing for years; people will pay for good content. Rupert Murdoch knows it’s true, that’s why he launched The Daily, a subscription newspaper made exclusively for the iPad. As the author of four books and hundreds of magazine articles, I’m heartened by the fact that the written word still has value and clout. Yes, more people will plunk down their dollar for Angry Birds III: The Revenge than will pay $12.00 for Stephen King’s new ebook, but it’s a step in the right direction.
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| I Am Spartacus! Starz Conquers Mobile Barcodes Posted: 02 Feb 2011 01:25 PM PST
The cable network has signed on to do a test campaign between now and June that will include AT&T barcodes on everything from print ads to bus posters. Scanning the code with a compatible phone will unlock hidden entertainment treasures such as exclusive videos, special offers and of course, a quick link to sign up for Starz service. A nifty idea, but will consumers play along? According to AT&T’s press release, “80% of respondents in a March 2010 survey indicated interest in scanning barcodes with their mobile phone. Sixty-nine percent of those surveyed want to scan barcodes to capture and redeem coupons and discounts.” Really? 80% of the people I surveyed, didn’t even understand what I meant when I asked them if they were interested in using barcode technology. The upside of this type of campaign is that it’s like looking for hidden Easter Eggs on a DVD. The downside is that, the thrill of the hunt is usually greater than the eventual prize, but if you’re bored at the bus stop, why not scan and watch a trailer or two? Right now, barcode technology succeeds because it’s new and fun. People with smartphones like to use them to do things they could as easily have done by hand. For example, my new fascination with IntoNow. Using this app, you point your phone at the TV and the app tells you what show you’re watching. I could locate that information faster by opening the cable guide on my TV but it’s not nearly as much fun. Mobile barcode marketing could be the big push of the near future. Before that happens though, more people have to be aware of the technology and the rewards for scanning have to be more than just a video you could find on YouTube. What do you think of mobile barcode marketing? Pilgrim’s Partners: SponsoredReviews.com – Bloggers earn cash, Advertisers build buzz!
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